FUTURE PROOF
FUTURE PROOF
INTRODUCTION
It has never been more important for advertisers to understand the effect of their marketing expenditure,and as a result it’s never been more important for publishers to demonstrate how seriously they take proof of performance. This book is Future’s commitment to demonstrating the effectiveness of advertising activity across every group within our portfolio. Included here are campaigns from varying sectors,with diverse objectives and budgets ranging from tens to hundreds of thousands of pounds. 04 Future Proof
In each case we have collated the right data to create a compelling proof of performance story that shows how we successfully met the challenge that had been set for us. Please use these case studies to not only demonstrate what we have done in the past, but to inspire clients as to what we could do for them in the Future.
Introduction 05
CONTENTS
01 Dell
04 KRAKeN
HOW DOeS AN eSTABlISHeD BRAND DRIVe AWAReNeSS AND SAlIeNCY IN A NeW SeCTOR?
HOW DO YOU lAUNCH AN INTeRNATIONAl BRAND IN THe UK?
p08
p54
02 BRIDeSMAIDS
05 VIRGIN MeDIA
IN A CROWDeD THeATRICAl ReleASe MARKeT HOW DO YOU ACHIeVe CUT-THROUGH?
HOW DO YOU BUIlD BRAND eQUITY AND ReDUCe CHURN IN A SeCTOR lARGelY DRIVeN BY PRICe?
p28
p66
03 ReNAUlT
06 FORD FOCUS
HOW DO YOU eXPlOIT A NeW PlATFORM FOR MAXIMUM CReATIVe IMPACT?
HOW DO YOU BRING A PRODUCT BeNeFIT TO lIFe TO IMPROVe BRAND PeRCePTION? p42
06 Future Proof
p76
07 SKODA
10 20TH CeNTURYFOX
HOW DO YOU FUllY leVeRAGe A SPONSORSHIP PROPeRTY TO BOOST BRAND CReDeNTIAlS?
HOW DO YOU PeRSUADe CONSUMeRS TO UPGRADe IN ReCeSSION BRITAIN?
p126
p88
08 WARNeR BROS.
11 MeRCeDeSVITO
HOW DO YOU lAUNCH A NeW IP TO A SCePTICAl MARKeT?
HOW DO YOU INJeCT eMOTION INTO A PRACTICAl DeCISION ?
p100
p138
09 HAlFORDS
12 lG
HOW DO YOU OVeRTURN NeGATIVe BRAND PeRCePTIONS AND CReATe DeSIRABIlITY?
IN A CROWDeD TeCH MARKeT, HOW DO YOU CReATe BRAND eQUITY AND STANDOUT? p114
p148
Contents 07
01. Dell
08 Future Proof
HOW DOES AN ESTABLISHED BRAND DRIVE AWARENESS AND SALIENCY IN A NEW SECTOR? Dell 09
THE CHALLENGE Drive re-appraisal and build brand credentials. Dell produce a range of work solutions for the creative and design sectors. Whilst renowned for reliability and value-for-money, Dell struggle for marketshare in a sector dominated by Apple.
Dell wished to raise awareness, establish a distinct brand positioning and ultimately generate sales among the design community.
Dell 11
01. Dell
THE INSIGHT Future is the UK’s leading design publisher, reaching over 100,000 designers in the UK each month and 470,000 globally. Together they have purchasing responsibility for an annual IT spend of £2bn, making them the ideal audience for Dell to communicate to.
12 Future Proof
Future’s global design audience
ÂŁ2Billion IT spend annually
07. Dell Precision
ALONG-TERM PARTNERSHIP What began as a one-off campaign has evolved into a long-term partnership over 12 months, demonstrating how by understanding our client’s strategic challenges, Future produces demonstrable business results for our partners.
Dell 15
Stage 1 “Start your Own Studio” sponsored by Dell and AMD An editorially-driven campaign in print and online provided practical advice and tools to help Future’s design audience start their own studio. A dedicated microsite included ‘how to’ guides to: opening a studio, marketing, finance and staffing.
16 Future Proof
The activity ran from March 2010 - June 2010 in 3D World and Computer Arts. The success of the first campaign, delivering both relevant editorial and importantly, a relevant audience, led Dell to commission phase two.
Start your Own Studio editorial was delivered in association with Dell
Dell 17
01. Dell
Stage 2 “Dell Creative Studio” partnered with Intel Changing brand perceptions, especially in a sector dominated by Apple, requires sustained activity. Phase two built on the foundations of the previous activity but this time was broader in scope, running from Dec 2010 to May 2011 and targeting a broader design & SME audience across seven Future brands. Multi-platform activity included print advertorials, online display, social media and a bespoke, dedicated microsite. The “Dell Creative Studio” microsite was the campaign centrepiece, providing a one stop source of news and insight into the design world. The microsite leveraged the credibility of Future’s trusted editorial across various disciplines - 3D, web design, graphic design etc – to position Dell as a partner to the entire design community.
18 Future Proof
Editorial was complemented with integrated advertorials, enabling Dell to communicate the product benefits of its Precision range, specifically developed for designers. The campaign prompted action. Tracking demonstrates strong uplifts in brand perception with Dell perceived as more upmarket, innovative and high performing. Among its competitor set, Dell established itself as the clear number two.
Multi-platform campaign integrating Print, Online & Social Media
TRAFFIC DRIVERS IMPACT
ONLINE
SOCIAL MEDIA Regular posts to
Buttons • MPUs • Banners
107,593 90,954
PRINT ADVERTORIALS
MICROSITE
ENgAgEMENT CREDIbILITy Dell/Intel ‘The Advisor’ DRIVE LEADS
Bespoke Dell/Intel editorial features integrated within pages of magazines
ONLINE ADVERTORIALS
Bespoke Dell/Intel editorial features integrated in body of sites
EDUCATIONAL INFORMATIVE INTEGRATED
Dell 19
11
%
of downstream traffic from the microsite went to dell.co.uk
2000+ Clicked on a call to action, buy now or read more.
24
k
Microsite page views exceeded target by 24,000.
29
%
Purchase
Among those exposed to the campaign, purchase intent increased by 29%pt.
Dell 21
“At Dell, we were looking for a credible channel and more effective form of communication to the creative industry, in order to be able to better introduce our expertise in the workstation area and strengthen our Dell Precision brand visibility. What we’ve got… was a perfect blend of relevant media and interesting topics that kept people following us and created great connection between Dell and themes that made readers return on a regular basis”. David Antony EMEA SMB Workstation Business Manager
Dell 23
01. Dell
Stage 3 Campaign extended for Dell Poweredge servers The success of phases one and two led Dell to create a dedicated campaign for their Poweredge product range.
24 Future Proof
Running from June – November 2011, the Dell “Creative Studio” featured a new channel focusing on Dell servers. In print, all advertorials included traffic drivers to the new channel.
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2200
+15
%
Purchase intent %point increase
Clicks to buy
41
%
Uplift in awareness
+12
% pt
increase in endorsement “HIGH PERFORMANCE”
of Dell Poweredge for those exposed to Ad campaign.
+13
%pt
increase in endorsement “WELL DESIGNED”
Dell 27
02.
Universal – Bridesmaids
28 Future Proof
IN A CROWDED THEATRICAL RELEASE MARKET HOW DO YOU ACHIEVE CUT-THROUGH? Universal – Bridesmaids 29
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THE CHALLENGE Drive buzz and ultimately ticket sales. In the highly competitive film market, the opening weekend is essential to a film’s success. However, with 44 films released each month, how do you cost-effectively drive cut-through?
Universal – Bridesmaids 31
02. Universal – Bridesmaids
THE INSIGHT Total Film has the UK’s biggest social media community of film fans. They tweet, comment and share film content with their peers. In September 2011, 4800 Facebook shares generated 28m impressions.
32 Future Proof
They don’t just talk about the latest releases they watch them too. Total Film’s print and digital audience account for 7% of total UK cinema admissions - over 12.2m visits per year.
The UK's biggest social media community of film fans, the Total Film audience make
12.2 MILLION cinema visits per year
02. Universal – Bridesmaids
THE SOLUTION Total Film created the ‘opening weekend launch package’ – an integrated creative solution which ran in the week preceding Bridesmaids launch.
34 Future Proof
Total Film created noise and buzz around the launch of Bridesmaids via a combination of posts, tweets, tumblr notes, online articles, texts, videos, newsletters and display formats.
Opening weekend launch package included:
9 FACEBOOK POSTS 5 YOUTUBE VIDEOS
2 NEWS LETTERS
1 TXT MOBILE
12 TWITTER TWEETS
DRIVES INTERACTION DAILY TUMBLR
WEBSITE ROADBLOCK & HOMEPAGE COROUSEL
EXCLUSIVE SCREENING CLUB EVENT
4 ONLINE REVIEWS Universal – Bridesmaids 35
1
1
2
3
5
1 1. Editorial integration print and online 2. Video integration 3. Online Ad Format Takeovers 4. Social Media Takeover 5. Screening Club Event promotion
3
1
2
4
1
The campaign created considerable buzz:
1,466,101 impressions were generated
472
33
352
likes on Facebook
Exclusive Screening Club event
430
286,056
Facebook comments
Tumblr notes
Re-tweets
Users
Universal – Bridesmaids 37
02. Universal – Bridesmaids
HOW DID WE… ACHIEVE CUT-THROUGH INACROWDED THEATRICALRELEASE MARKET?
By capitalising on Total Film’s authoritative voice and influence, Bridesmaids created a huge multiplier effect.
38 Future Proof
The opening weekend delivered
£3.4 MILLION
12
%
up compared to US box office performance, out-performing Universal’s expectations
Universal – Bridesmaids 39
02. Universal – Bridesmaids
“It was imperative that word of mouth and social engagement was going to be the key factor in the launch of Bridesmaids in the UK following it’s opening in the US. Total Film’s social engagement saw the film profile increase substantially amongst true film fans” Gareth Lowrie Marketing Manager,Universal Pictures
40 Future Proof
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03.
Renault electric car range
42 Future Proof
HOW DO YOU EXPLOIT A NEW PLATFORM FOR MAXIMUM CREATIVE IMPACT? Renault electric car range 43
03. Renault electric car range
THE CHALLENGE Renault wanted to use an exciting and creative approach to promote its electric car range amongst an influential, early adopting audience.
44 Future Proof
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108 MINUTEs average dwell time for the T3 iPad app
THE INsIGHT The T3 iPad Edition was the top grossing lifestyle app in the UK 2011. With an upmarket, tech savvy audience and an innovative, engaging product, this was the perfect platform for Renault to use.
Renault electric car range 47
03. Renault electric car range
THE sOLUTION By accessing a new and impactful platform to this early adopting audience, Future created a media first for Renault - a video cover wrap iPad ad. The campaign allowed users to fully interact with the brand through video, touchpoints and links to the website, bringing the range to life.
48 Future Proof
A The cover-wrap featured a fully interactive video advert branded with the T3 logo and appeared immediately before the front- and directly after the back-cover pages of the interactive T3: iPad Edition.
B Links in the ad took consumers directly to the Renault website for more information about the products.
C iPad activity was also supported by display ads in the print edition
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03. Renault electric car range
HOW DID WE… EngagEand ExciTE THET3audiEncE?
The campaign created real standout and cutthrough showcasing Renault’s electric car range, in the UK’s top-selling iPad magazine.
50 Future Proof
12%
4000 of views prompted user action
users
11,800
unique views of the cover-wrap video.
3
Each user viewed 3 times on average
tapped the website link to find out more information. For the display ad format the CTR was 5%, levels of engagement for both formats way above digital norms.
4min
Dwell time
Renault electric car range 51
06 Nisi tat loreriustisi ex enit
“The iPad is an innovative and engaging medium, reaching an early adopter audience – making it a perfect fit for likely electric vehicle buyers. Creating the first video cover wrap is a real coup for us, adding an additional layer of standout and highlighting the strengths of tablets as a communications platform…. an integrated print and iPad package, ensured we reached all of T3’s reader base with details of Renault’s exciting Z.E. electric vehicle range.” Phil York, Marketing Director, Renault UK
Renault electric car range 53
04.
Kraken Black Spiced Rum
54 Future Proof
How do you launcH an international brand in tHe uK?
Kraken Black Spiced Rum 55
THE cHallenGe Kraken is a dark spiced Caribbean rum with an iconic old-style bottle and superlative packaging.
Kraken was introduced to the UK in Spring 2010 and in a competitive market required a way to create a clear identity and drive distribution growth.
Kraken Black Spiced Rum 57
04. Kraken Black Spiced Rum
THE inSiGHt Future’s Music Listening brands reach a dedicated and loyal group of people that are not only passionate about their music but respect (or at least listen to) our opinion.
58 Future Proof
An opportunity existed for Kraken to be integrated within our music print and online brands with an angle of endorsement, so raising recommendation to the next level.
Metal Hammer has the largest online footprint in rock music
300,000+ Facebook fans
04. Kraken Black Spiced Rum
THE Solution To provide a sense of suspense and intrigue we ran a 4 month teaser campaign across the Metal Hammer platforms in Feb, Mar, April, May 2011. To co-incide with each issue a Kraken relevant video was uploaded on the website and Facebook to raise awareness and
60 Future Proof
generate discussion. A covermounted CD using Kraken imagery was also produced to provide standout. Further extension of the relationship with our audience came with brand activation into our two key events, as a sponsor of the Golden Gods and the Classic Rock Awards.
Kraken's brand imagery used and integrated amongst the editorial pages. Full page advertising. Videos online and logos in association with events.
Kraken Black Spiced Rum 61
04. Kraken Black Spiced Rum
How did we‌ HELP EsTabLisH KRaKEN's bRaND iDENTiTYaND GROW saLEs iNTHE UK?
By providing Kraken with relevant and credible brand associations and editorial integration we helped them meet and exceed their key business objectives.
62 Future Proof
No other consumer activity was running only trade campaigns.
After 2 months
of the teaser campaign within Metal Hammer they were picked up by Sainsbury’s, JD Wetherspoons and Waitrose.
Achieved their 2 year sales plan in the space of 6 months.
Kraken Black Spiced Rum 63
04. Kraken Black Spiced Rum
“For a product that has only been in the UK for just over a year, Metal Hammer has been an integral media partner to help carve Kraken’s identity in the heavy metal market. All media activity has been through Future and there is an obvious link between the increased awareness across specific on-trade accounts and sales volumes. We have worked with a great team at Future and we are delighted that we are able to continue this fruitful partnership.” Danielle Young Marblehead Brand Development
64 Future Proof
05.
Virgin Media Broadband
66 Future Proof
HOW DO YOU BUILD BRAND EQUITY AND REDUCE CHURN IN A SECTOR LARGELY DRIVEN BY PRICE? Virgin Media Broadband 67
THE CHALLENGE Boost Virgin Media’s broadband credentials and build brand equity. Promote Virgin Media’s 50MB broadband offer – the UK’s fastest broadband speeds. Position Virgin Media as the number 1 choice for online gamers.
Virgin Media Broadband 69
05. Virgin Media Broadband
THE INSIGHT Virgin’s cable broadband network offers a superior online gaming experience. Future’s gaming audience are prepared to pay for products that enhance their gaming experience.
70 Future Proof
As a young male demographic they also value sport and film content.
Future reaches over
2mILLION
young men each month – more than the men’s lifestyle category and Shortlist combined.
05. Virgin Media Broadband
THE SOLUTION Activity ran from May – July 2011 focusing on the Virgin ran display ads and advertorials across Future’s gaming brands (print & online) and T3, product benefits of Virgin Media’s 50MB broadband. promoting their ‘uninterrupted, unmatched, ultra fast’ offering.
72 Future Proof
Activity included an integrated advertising solution across eleven brands, involving 60+ pages of print advertising, advertorials & sponsorship of online digital properties.
05. Virgin Media Broadband
HOW DID WE… BUILD BRAND EQUITY, REDUCE CHURN & REINFORCEVIRGIN’S ONLINE GAMING CREDENTIALS? Virgin Media already had a good reputation among Future’s gamers. The summer 2011 activity improved on this strong position, cementing Virgin’s credentials as the best broadband provider for gamers.
74 Future Proof
Brand Equity
Clear communication of core product benefits proved highly salient for Future’s gaming audience, with strong shifts measured across the campaign.
#
Virgin was ranked…. − the fastest for downloading games − the fastest broadband provider
70
%
Reduce churn
Propensity to switch from Virgin was half that of rival broadband brands.
Virgin’s brand consideration (Top 2 box) shifted by 7% points during the campaign to 70%. This made Virgin the clear number one broadband provider.
53
%
50
%
Reinforce gaming credentials 53% agreed Virgin ‘is great for online gaming’, an increase of 6% points across the campaign.
Virgin Media Broadband 75
06. Ford Focus
76 Future Proof
HOW DO YOU BRING A PRODUCT BENEFIT TO LIFE TO IMPROVE BRAND PERCEPTION? Ford Focus 77
THE CHALLENGE In a tough new car registrations market, Ford Focus sought to build brand consideration among 25-44 year-old males.
Key to this was communicating the Focus' tech credentials; a new Ford Focus edition launched in early 2011, laden with lots of cutting-edge technology including active park assist and traffic sign recognition.
Ford Focus 79
06. Ford Focus
THE INSIGHT By definition, T3 readers are lovers of tech. Importantly they love sharing their opinions with their peers, making them powerful advocates.
80 Future Proof
Despite the tough economic climate, just under half of T3’s audience are looking to buy a new car within the next 2 years. On average they’re willing to spend twice the national average.
T3's audience
SPEND TWICE the national average on cars
06. Ford Focus
THE SOLUTION Headline sponsorship of the T3 Gadget Awards 2011. Aligning the Ford Focus with the biggest publically voted tech awards in the world, provided Ford with the perfect showcase. The Awards are a truly multi-platform property; held in high regard by the tech industry with a
82 Future Proof
huge amplification effect into the mainstream. 2011 was the biggest T3 Gadget Awards ever – with 970,000 votes. 650 industry decision makers attended a glittering awards evening in the heart of the City.
DeDicateD microsite aWarDs eVeNiNG
500+ articles
50+
sky NeWs (on demand 30min show)
ads/ advertorials in print/iPad
c5's GaDGet shoW (2x 8min features)
20m
ad impressions
2x
Pr (Newspapers + online)
competitions
ViDeo
social meDia
10 T3
x Newsletters
Ford Focus 83
2
1
6
3
15
7 1. Print Advertorials 2. Social media ampliďŹ cation 3. Dedicated awards microsite with Ford channel 4. Editorial coverage 5. Event 6. iPad advertising 7. Bespoke video from Event
3
2
4
2
Ford Focus 85 ex enit 07 Nisi tat loreriustisi
06. Ford Focus
HOW DID WE… BRINGAPRODUCT BENEFITTO LIFETO IMPROVE BRAND PERCEPTION ?
Ford Focus' association with the T3 Gadget Awards went beyond a simple sponsorship to dramatise the Focus' tech credentials. The Awards platform showcases how Future can deliver clients truly integrated editorial/ advertiser 360º partnerships.
86 Future Proof
T3 exposed readers agreeing, ‘The Ford Focus is….’
168
k
+19%pts
Tech-advanced
+11%pts Innovative
Uk uniques visited the Ford Focus sponsored Awards microsite
118s
average microsite page dwell time
66k
video views
Ford Focus’ brand credentials motored forwards...
+22
%pts
Brand consideration shifted to 74% among T3 readers exposed to the campaign
Record numbers interacted with the 2011 T3 Gadget Awards driving business success for Ford.
Ford Focus 87
07. Skoda
88 Future Proof
HOW DO YOU FULLY LEVERAGE A SPONSORSHIP PROPERTY TO BOOST BRAND CREDENTIALS?
Skoda 89
THE CHALLENGE Skoda wished to broaden appeal and drive brand re-appraisal among affluent males. Key to the strategy was fully exploiting their sponsorship of cycling.
Skoda 91
07. Skoda
THE INSIGHT Skoda sought to tap into the cycling zeitgeist by becoming the automotive brand synonymous with the sport. Future are the world’s biggest cycling publisher, making them the perfect media partner to work with.
92 Future Proof
More importantly, Future's cycling brands reach a high-net worth male demographic. An audience who both spend more on new cars & buy cars more regularly than average.
47
%
of Future's cycling audience replace their car every 2-4 years
THE SOLUTION A comprehensive sponsorship around all Giro d’Italia, Tour de France and Tour of Britain coverage on Bikeradar - the UK's biggest cycling site. Branded promotion on the homepage and a total takeover of all display space across the
94 Future Proof
tour pages delivered Skoda brand stand-out. Future also created bespoke content showcasing Skoda's grass roots involvement, further building Skoda's association with the sport.
Skoda was the sole advertiser on all Bikeradar content dedicated to the major cycling tours.
Activity included homepage takeovers, editorial and social media integration.
07. Skoda
HOW DID WE‌ STRENGHTEN SKODA'S ASSOCIATIONWITH CYCLINGAND BOOST THE BRAND?
Skoda used our market leading brands to cement their association with cycling, driving up purchase intent in the process.
96 Future Proof
£53
k
75
%
Campaign reached an affluent male audience – average HH income £53,000
SKODA ‘own’ cycling. 75% of respondents associate Skoda with the sport. 4x higher than their nearest auto competitor
46
%
Strong perception scores achieved for value, cool/stylish and technologically innovative
Activity drove purchase intent, 46% are likely to purchase SKODA in the future
Skoda 97
07. Skoda
“Skoda UK capitalised upon a strong European heritage in professional cycling by running a comprehensive sponsorship around all Giro d’Italia,Tour de France and Tour of Britain coverage on Bikeradar. Branded promotion on the homepage and a total takeover of all display space across the tour pages ensured the Skoda brand stood out to Bikeradar users. Future created artwork using Skoda support car imagery, demonstrating grass roots involvement with the sport whilst competitions to win trips to tour events engaged users and encouraged data capture. Bikeradar offers unrivalled coverage against UK cyclists, whilst Future’s innovative thinking and creative skill made this campaign really stand out." Ivan Lazarov, Associate Director, Mediacom (Skoda’s Media Agency)
98 Future Proof
08.
Warner Bros. Entertainment – Batman Arkham Asylum
100 Future Proof
HOW DO YOU LAUNCH A NEW IP TO A SCEPTICAL MARKET?
Warner Bros. Entertainment – Batman Arkham Asylum 101
THE CHALLENGE Launch new IP and drive sales. Among gamers, superhero tie-ins have generally been judged to be poor, consequently sales have often disappointed. Arkham Asylum was a brilliant product but needed to overcome the preexisting prejudices against superhero games.
Warner Bros. Entertainment – Batman Arkham Asylum 103
08. Batman Arkham Asylum
THE INSIGHT Future reaches more high volume gamers than any other UK magazine publisher. They own more consoles, play games for longer, buy games first and pay full-price. Crucially they talk, influence debate and act as advocates.
104 Future Proof
Engaged early, they could act as a catalyst for broader launch activities to help drive sales and make Batman Arkham Asylum one of the most successful super hero franchises ever.
Future reaches more high volume
GAMERS than any other magazine publisher in the uk
08. Batman Arkham Asylum
Total Coverage 6 Front Covers 100+ Pages of Editorial 400+ pieces of individual online content 22 ad pages inserted over 3 months Over 1.9 million ad impressions served
THE SOLUTION Future delivered an integrated editorial and commercial approach over nine months across its Entertainment portfolio.
106 Future Proof
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08. Batman Arkham Asylum
HOW DID WE… LAUNCHANEWIP TOASCEPTICALMARKET AND DRIVE SALES?
A key challenge was to change perceptions about superhero tie-ins and launch a new IP. Among Future’s gaming audience the sequel, Batman: Arkham City, was voted the #1 most
110 Future Proof
anticipated games launch of the next 12months, highlighting how the Batman franchise really captured the imagination of Future’s high volume gamers.
88,785 copies purchased by Future consumers in month 1
35
%
of all copies sold
6,098 online click thrus, a CTR of 0.33%
Of which, over ÂŁ1.2 million was in pre-orders
Warner Bros. Entertainment – Batman Arkham Asylum 111
“HolybadrepBatman! BeforeBatmanArkhamAsylumtherewas awidespreadperceptionthatsuperhero gameswerefrankly,well…notsosuper. ButhavingseenBatmanAAinactionwe knewwehadtoacceptthemissionto changeallthat.After45 news stories, 132 screens, 20 movies, 3 previews, two interviews and one 9.2 rated reviewIthinkwemanagedtoconvince themthatthatthiswasquitesimplythe bestsuperherogameever.” John Houlihan Editor-in-Chief,CVG
Warner Bros. Entertainment – Batman Arkham Asylum 113
09.
Halfords – Voodoo
114 Future Proof
HOW DO YOU OVERTURN NEGATIVE BRAND PERCEPTIONS AND CREATE DESIRABILITY? Halfords – Voodoo 115
THE CHALLENGE Voodoo is distributed exclusively in the UK by Halfords, and this relationship with a mainstream high street retailer affected its credentials as a credible extreme riding product.
This campaign needed to raise awareness of the Voodoo brand whilst simultaneously improving perceptions amongst the core mountain biking audience.
Halfords – Voodoo 117
09. Halfords – Voodoo
THE INSIGHT Partnering with the UK's largest Mountain Bike publisher provided the credibility and cutthrough required to change brand perception and drive consideration.
118 Future Proof
500,000+
Future's scale into the Mountain Biking market each month
09. Halfords – Voodoo
THE SOLUTION A series of 6 challenges were created to not only road test the Voodoo and one of their top riders but to provide an engaging and entertaining read for our core Mountain Bikers.
120 Future Proof
09. Halfords – Voodoo
Complete editorial, online and social media integration. Each challenge had a 6 page feature in MBUK and Future produced corresponding video that was uploaded on BikeRadar.
122 Future Proof
The campaign also incorporated a competition to win a Voodoo Bike that drove social media engagement via Facebook and Twitter.
1 1. Voodoo challenge 6 page features in magazine 2. Corresponding videos of each challenge uploaded on BikeRadar each month
1
2
1
2
1
1
09. Halfords – Voodoo
HOW DID WE… OVERTURN NEGATIVE PERCEPTIONS & CREATE DESIRABILITY?
The challenges we set for Voodoo not only demonstrated the extreme riding credentials of their cycles, but also created truly compelling editorial features, adding value for our readership. A clear example of multi-platform engagement with tangible results.
124 Future Proof
#
10
%pt
Top viewed video every month on Bikeradar
+2 5% pt
increase in being seen as HIGH QUALITY and proud to own a Voodoo
83
%
49
%
Among those exposed it prompted 49% to take further action.
Brand Awareness
12
%
Purchase consideration Halfords – Voodoo 125
10.
20th Century Fox – Better On Blu-ray Back Catalogue Campaign
126 Future Proof
HOW DO YOU PERSUADE CONSUMERS TO UPGRADE IN RECESSION BRITAIN?
20th Century Fox – Better On Blu-ray 127
THE CHALLENGE Sell back catalogue films on Blu-ray. With over 600 releases on Blu-ray/DVD each month how do you persuade consumers to purchase back catalogue movies and upgrade to Blu-ray, given they already own the films in DVD format?
20th Century Fox – Better On Blu-ray 129
10. 20
th
Century Fox – Better On Blu-ray
THE INSIGHT Future’s entertainment and tech portfolio reaches a mass Blu-ray hardware audience of 1.6 million, who list film as one of their primary passions.
130 Future Proof
Total Film’s audience alone are responsible for 15% of all Blu-ray purchases in the UK. The Future portfolio offers a highly efficient means to reach a mass audience with minimal wastage.
Total Film audience alone are responsible for
15% of all UK Blu-Ray purchases
10. 20
th
Century Fox – Better On Blu-ray
THE SOLUTION The creation of ‘Better on Blu-ray’ a multibrand, cross-platform campaign which leveraged the editorial credibility and trusted authoritative voice of Future’s brands.
132 Future Proof
The campaign featured impactful advertorials, online display activity and the creation of a Fox “Better on Blu-ray’ channel on Totalfilm.com, which brought the films to life and provided compelling reasons to upgrade to Blu-ray.
06 Nisi tat loreriustisi ex enit
The cross-platform solution included: 25+ pages of advertorial, QR codes, competition, site takeovers, channel sponsorships, video advertorial formats & display ads.
10. 20
th
Century Fox – Better On Blu-ray
HOW DID WE… PERSUADE CONSUMERS TO UPGRADE IN RECESSION BRITAIN?
A multi-touchpoint campaign among Future’s high-value Blu-ray audience prompted changes in claimed behaviour and high interaction levels.
136 Future Proof
48
%
Campaign recall
100
%
More Efficient
QR code response rate 100% more efficient than national newspapers, supplements or consumer lifestyle titles.
10
%pt
Purchase intent
increase in purchase intent v. unexposed
13
%pt
increase in claimed ownership of Fox Blu-rays among those exposed
30
%
above average click through rates
20th Century Fox – Better On Blu-ray 137
11.
Mercedes – Vito Sport Vans
138 Future Proof
HOW DO YOU INJECT EMOTION INTO A PRACTICAL DECISION ?
Mercedes – Vito Sport Vans 139
06 Nisi tat loreriustisi ex enit
THE CHALLENGE The sports vans market is very competitive, with a number of brands like Land Rover, Ford, Volkswagon and Citroen all well-established. Our challenge was to push Mercedes Vito
Sport up the consideration list by demonstrating its practical capabilities in the most exciting way possible.
Mercedes – Vito Sport Vans 141
11. Mercedes – Vito Sport Vans
THE INSIGHT Readers dream to be a part of the MBUK’s Wrecking Crew, made up of a team of expert Mountain Bikers seen as heroes of the sport.
142 Future Proof
Partnership with the UK’s largest Mountain Biking magazine and the Wrecking Crew gave Mercedes the chance to position the Vito Sport at the very pinnacle of mountain biking and the ideal tool for the job.
Our audience make
25 MOUNTAIN bIkING TRIPS a year which require transportation
11. Mercedes – Vito Sport Vans
THE SOLUTION 9 month campaign Feb 2011 – December 2011. Sponsorship of The Wrecking Crew in magazine and creation of Vito Sport mobile channel.
144 Future Proof
Integration within logo Example of Wrecking Crew editorial feature with Mercedes Vito integrated. Call to action Each ad drove to mobile app and website.
11. Mercedes – Vito Sport Vans
HOW DID WE… INJECTEMOTION INTOA PRACTICALDECISION?
By creating the association between Mercedes and the Wrecking Crew, the credibility and visability of the brand grew considerably.
146 Future Proof
10
%
10
%
increase in Top of Mind awareness Prompted awareness up 16% now 84%.
Purchase consideration
23
%
Spontaneous Awareness
Any unprompted mentions of suitable mountain biking vehicle makes
Mercedes – Vito Sport Vans 147
12.
LG Electronics
148 Future Proof
IN A CROWDED TECH MARKET, HOW DO YOU CREATE BRAND EQUITY AND STANDOUT?
LG Electronics 149
150 Future Proof
THE CHALLENGE Build the LG brand. LG has a long-term strategy to focus on high-end premium electronics. They needed to raise awareness and build brand equity among an affluent audience.
LG Electronics 151
12. LG Electronics
THE INSIGHT Future reaches more tech consumers than any Their opinions count as they shape and inform other UK publisher. An affluent, early-adopting the tech debate among both their immediate peer group and the wider mainstream market. audience, they accounted for ÂŁ2.1bn of tech spend in 2011.
152 Future Proof
Affluent, early-adopting audience spent
ÂŁ2.1 BN on technology in 2011
12. LG Electronics
THE SOLUTION A series of integrated solutions in print, online and experiential events offered LG the perfect range of opportunities to excite the tech community about their latest product launches, from Smartphones to Smart TV’s.
154 Future Proof
Partnership 1 CES 2010 and CES 2011 – online CES (the Consumer Electronic Show) is the most important tech event in the calendar, where the industry gathers to see the latest launches. The burgeoning interest in tech means the show attracts huge interest from
tech-insiders and consumers alike. LG sponsored all CES editorial across techradar. com and T3.com for the 2010 and 2011 shows.
LG Electronics 157
12. LG Electronics
Activity included all the latest CES developments and the latest LG news from CES. A branded LG sponsored channel, video and takeover of all ad sites enabled LG to position themselves as tech innovators to a tech savvy audience.
158 Future Proof
105
k
Uk uniques
14,000
LG video plays made this Google 2nd’s most-ranked search result for CES
LG Electronics 159
12. LG Electronics
Partnership 2 LG Optimus 2x, April 2011 – Event, Online, Video, Social Media, Print & iPad The LG Optimus 2x was the world’s first dual core smartphone, making it the fastest smartphone on the market. Against the likes of the iPhone and a crowded Android market, creating positive buzz was critical. Future created ‘Speed Week’, a cross platform solution which culminated in a live event which allowed
160 Future Proof
Future’s tech audience to trial and interact with the new launch. A microsite was created to host video from the live event and Facebook comments. After the event a group of T3 super users then trialled the smartphone, with the most insightful opinion-piece being published in the T3 print and iPad edition.
12. LG Electronics
SOCIAL MEDIA
ONLINE
VIDEO
EVENT
PRINT iPAD
162 Future Proof
“One week has gone by and so far I have fallen in love with the LG Optimus 2x. The phone operates smoothly and is very fast to load all applications and games due to the dual core processor.”
“Wow what a piece of kit!!!” “Formerly a devout Appleworshipper, have been converted to the worship of all that is Android! ”
129
Facebook comments
400+
likes on Facebook
500+ click throughs to buy
The activity generated high levels of social media engagement. With event attendees blogging their verdict on the LG Optimus 2x, the microsite featured 129 comment & 400+ Facebook likes generating a huge amplification effect. 500+ users clicked through to buy direct from the site.
LG Electronics 163
Partnership 3 LG Cinema 3D SmartTV - Event & T3.com relaunch partner In summer 2011, LG wanted to push its credentials for making cutting-edge TVs. LG was the media partner for the newly relaunched T3.com. With its premium look and feel it represented the ideal context for
highlighting LG’s dual screen technology. Site sponsorship, which coincided with the annual IFA tech show, was supported by a preview event where T3’s super-users pushed LG’s Smart TV to the limits.
LG Electronics 165
12. LG Electronics
HOW DID WE… CREATE BRAND EQUITY AND STANDOUTOVER TWOYEARS?
Sustained investment in Future’s tech portfolio has led to sustained results in brand perceptions of LG. Brand tracking among Future tech consumers reveals that perceptions of LG improved significantly between 2009 and 2011.
166 Future Proof
Brand Equity
100%
Those agreeing that LG is innovative doubled, while endorsement of cool & stylish increased by 56%.
increased by
22%
54
%
Perception
Endorsement that LG is a high quality brand increased by 54%
Ownership
These important precursors to purchase were backed up by action. Ownership increased by 22% among T3 consumers; indicative of the potent impact of sustained communication to Future’s tech audience.
LG Electronics 167
Acknowledgements Created by Future Commercial Planning. Designed by Steve Roberts. Sources Dell: Future Portfolio Design SME research; ABC; comScore Digital Analytix unique users Bridesmaids: Total Film audience research; client data; UK Film Council Renault: Google iPad analytics; T3 iPad user research 2012 Kraken: Facebook; client data Virgin: Broadband Ad Effectiveness research; ABC & comScore Digital Analytix unique users; UKOM Ford Focus: TGI; T3 brand audience research; comScore Digital Analytix Skoda: Future Ad Effectiveness research Batman: Big Games Survey 2010 and 2012; Chart Track Aug 23-Sept 26 2009; Voodoo: ABC; comScore Digital Analytix unique users; Voodoo ad effectiveness study 20th Century Fox: Total Film audience research; British Video Association/Official Charts company 2011; Future Ad Effectiveness research Mercedes: Future Ad Effectiveness research LG: Future Tech portfolio research 2012; Techmonitor 2009 & 2011; T3 reader panel 2011