campaign test - innovasjon norge · 3 conclusions and recommendations the unaided recollection of...
TRANSCRIPT
1
CAMPAIGN TEST
INNOVASJON NORGE
JUNE 2013
SUMMER CAMPAIGN FRANCE
SUMMER 2013
2
Background And Purpose
THE PURPOSE IS TO ANSWER:
What is the aided and unaided
recollection of the campaign?
How is the campaign rated?
What is the Tone of Voice (TOV) of
the campaign?
What effect does the campaign have
in regards to involving and
persuading the audience?
What is the campaign’s branding
effect?
In April 2013, Innovasjon Norge launched a campaign in France (Paris and
Rhône-Alpes areas) about Norway as a summer holiday destination.
In order to evaluate the campaign, as well as providing input to future
campaigns, Epinion has conducted a test of the campaign. The campaign
test was conducted through an internet survey in May 2013.
Nature based target group
The test is conducted within the nature based target group (see page 32
for definition). Only people who fit the target group participated in the test
of the campaign. A total of 1288 respondents were invited for the study
with 801 of these falling within the target group. 614 respondents
completed the interview. The survey collected interviews from respondents
who remembered having seen one of the tested elements as well as
respondents who did not.
Benchmark
This report analyses the effect of the campaign and benchmarks it against
other non-Scandinavian Innovasjon Norge summer campaigns in Europe
2013 – a solid base with 3,086 completed interviews. The Scandinavian
campaigns are not included in the benchmark.
3
Conclusions And Recommendations
The unaided recollection of the campaign for Norway as a holiday destination is 22%. The aided recollection is between 14% and 26%.
During the campaign period, Norway’s Share of Voice (SOV) in France increased from 15% to 22%. After the campaign ended in mid-May,
Norway’s SOV seems to have decreased a bit.
All campaign elements are rated quite positively, but especially Metro Poster 1 and 2 perform better than the benchmark. These two campaign
elements also contributed strongly to the campaigns overall Tone of Voice.
The campaign’s Tone Of Voice (TOV) is primarily beautiful and attractive. Almost half of the target group labeled the campaign beautiful.
Furthermore, almost one in three among the target group perceives the message as of the campaign to be the impressive nature one can
experience in Norway.
All campaign elements have provided the target group with new information and changed their attitude towards Norway as a holiday destination..
In this respect, all elements perform better than the benchmark. Considering the effect hierarchy, the campaign elements do not perform as
effectively as other campaigns when it comes to persuading and activating the target group after exposure. However, all campaign elements
showed a strong persuasive effect.
Looking more closely at the communication effects, the campaign produced a positive effect, which, in addition, was above the benchmark.
While the campaign net effect was somewhat substantial in the French target group regarding a campaign target like the accessibility of
Norway, the campaign would benefit from promoting Norway as modern and avant-garde in the future.
Considering the branding effects, it is our conclusion that the campaign had impressive branding effects. Notably, the campaign succeeded in
branding some of the most important targets such as how easy it is to organise a holiday to Norway. From an optimisation perspective, there
could be considerable gains from promoting Norway’s city life and gastronomy in future campaigns.
4
Elements tested
Metro Poster 1 Internet Campaign Advertisement 1
Banner Advertisement 2 Metro Poster 2
5
RECALL AND
RATING OF
CAMPAIGN
6
Channels Recollection Of The Campaign
The unaided recall is 22%. This means that 22% of the target group remembers having seen an advertisement for Norway as a holiday destination within the past month. The channels show that the unaided recall primarily comes from television (41%), while recall also originates from an internet banner (32%), a brochure (28%) and an outdoor advertisement (25%). The aided recall for the internet campaign is 26%, which is the highest of all campaign elements. Thus, when shown the internet campaign, 26% of the nature target group remembers having seen it before. The aided recall for the banner is 22%, while Metro Poster 1 and 2 have a recall of 21% and 18%, respectively. Advertisement 1 and 2 have a recall of 16% and 14%, respectively.
CHANNELS, UNAIDED RECALL UNAIDED AND AIDED RECOLLECTION
N =614 n=214
14%
16%
18%
21%
22%
26%
22%
0% 5% 10% 15% 20% 25% 30%
Aided recall, Advertisement 2
Aided recall, Advertisement 1
Aided recall, Metro Poster 2
Aided recall, Metro Poster 1
Aided recall, Banner
Aided recall, Internet campaign
Unaided recall, general
5%
5%
5%
8%
8%
9%
9%
11%
11%
21%
23%
25%
28%
32%
41%
0% 10% 20% 30% 40% 50%
Do not know
Elsewhere
At a fair
Special supplement in newspaper
In an online newsletter
On the radio
On Facebook
In the cinema
In a film on the Internet
At a travel agency or tour operator
Advertisement
Outdoor advertisement
In a brochure
On an Internet banner
On television
7
Norway’s Share of Voice
The respondents were asked whether they, during the last month, recall having seen any advertisements for countries where you can go
on holiday. The respondents could choose one or more countries. The campaign was launched in April 2013, and it caused an increase in
Norway’s SOV; 22% (in May) against 15% in April. After the campaign ended in mid-May, Norway’s SOV seems to have decreased a bit.
NORWAY’S SHARE OF VOICE IN FRANCE (NATURE BASED TARGET GROUP)
n=1.183
(lowest n=112)
15%
22%
18%
0%
5%
10%
15%
20%
25%
24.04.2012 - 30.04.2013 01.05.2013 - 14.05.2013 15.05.2013 - 10.06.2013
Norway Denmark Italy Iceland Sweden Finland Germany
6% 4% 3% 4% 2% 3% 5%
1% 2%
1% 2% 1% 2%
1%
5% 8%
5%
8%
1%
5% 5%
44% 46%
52% 51%
30%
49% 46%
36% 33% 30%
28%
46%
34% 34%
9% 8% 9% 8%
20%
7% 9%
0 %
10 %
20 %
30 %
40 %
50 %
60 %
70 %
80 %
90 %
100 %
Metro Poster 1 Advertisement1
Internetcampaign
Banner Metro Poster 2 Advertisement2
Benchmark
2% 1% 1% 2% 1% 2% 2% 0% 1% 1% 2%
1% 1% 1% 2% 5% 3%
5%
1% 4%
3%
17%
28% 33%
37%
17%
34% 30%
56%
51% 47%
43%
54%
47% 50%
22% 15% 16%
12%
28%
13% 13%
0 %
10 %
20 %
30 %
40 %
50 %
60 %
70 %
80 %
90 %
100 %
Metro Poster 1 Advertisement1
Internetcampaign
Banner Metro Poster 2 Advertisement2
Benchmark
8
Rating Of The Different Platforms In The Campaign
On an overall basis, some campaign elements are especially positively rated. However, even though all campaign elements are rated positively by the
French target group, Metro poster 1 and Metro Poster 2 outperforms the benchmark at a large margin. Considering whether the campaign elements are
rated better than other campaigns that the target group remembers, Metro Poster 2 is rated better by impressively 66% and also performs better than the
benchmark.
DO YOU THINK THE CAMPAIGN IS BETTER OR POORER THAN OTHER
CAMPAIGNS YOU REMEMBER? HOW WOULD YOU RATE THE CAMPAIGN?
● Very positively/Much better ● Positively/Better ● Neither positively/better nor negatively/poorer ● Negatively/Poorer ● Very negatively/Much poorer ● Don't know
n= 614 n= 614
9
MESSAGE
AND TOV
10
Bigger Font Size Indicates More People Using The Word To Describe The Campaign Catalogue Tone of Voice Across Platforms
n=614
1%
1%
2%
14%
5%
12%
3%
14%
6%
13%
11%
26%
20%
22%
29%
33%
33%
35%
48%
1%
1%
2%
2%
3%
4%
4%
6%
7%
11%
12%
20%
22%
22%
25%
28%
29%
36%
46%
0% 10% 20% 30% 40% 50% 60%
Unethical
Patronising
Annoying
Challenging
Do not know
Usable
Confusing
Fun
Uninteresting
Innovative
Different
Modern
Serious
Entertaining
Creative
Credible
Informative
Attractive
Beautiful
France Summer Campaign Benchmark
11
Tone of Voice Across Platforms Compared To The Other Campaigns
The campaign is primarily perceived as beautiful and attractive. Interestingly, none of the TOV dimensions are mentioned more
often by the French target group than the benchmark. It is positive to note that negative words like uninteresting and irritating
do not get mentioned often in the target group.
TONE OF VOICE FOR THE FRENCH CAMPAIGN COMPARED TO BENCHMARK
n=614
21%
29%
28%
39%
33%
50%
52%
21%
18%
34%
26%
28%
30%
42%
24%
18%
15%
28%
34%
33%
42%
25%
16%
17%
25%
29%
28%
40%
21%
28%
33%
28%
26%
48%
61%
19%
24%
25%
23%
24%
28%
41%
0% 10% 20% 30% 40% 50% 60% 70%
Serious
Entertaining
Creative
Credible
Informative
Attractive
Beautiful
Advertisement 2 Metro poster 2 Banner Internet campaign Advertisement 1 Metro poster 1
12
Top Seven Tone of Voice Of Each Platform
This figure shows the top seven dimensions across the six platforms. As the figure illustrates, Metro Poster 2 is perceived as
being very beautiful and creative; these are the same dimensions used to describe Metro Poster 1. Apart from this, the
campaign has achieved a relatively uniform TOV across the platforms included in the test.
TONE OF VOICE OF EACH PLATFORM
n=614
-11%
-8%
5%
6%
-15% -10% -5% 0% 5% 10%
Uninteresting
Confusing
Credible
Creative
The chart shows how the TOV affects the respondents’ self-
reported probability of going on holiday in Norway
Only TOV dimensions with a statistically significant effect are
shown in the chart. The percentages in the figure indicate
how much the probability of going on holiday in Norway
increases/decreases when respondents describe the
campaign by that tone.
Creative and credible are TOVs with a positive effect, which
means that if the target group described the campaign in
these terms, they are more likely to go on holiday in Norway.
Respondents who assessed the campaign’s TOV as
confusing and uninteresting are unsurprisingly less likely to
think of going to Norway on holiday.
13
The Effect Of The Campaign’s Tone of Voice On The Probability Of
Going To Norway On Holiday
WHICH TONE OF VOICE HAS THE STRONGEST EFFECT?
n=614
14
The priority map organises the various
campaign goals in four boxes according to
the share of respondents who use a given
TOV to characterise the campaign and the
TOV’s impact on the respondents’ propensity
to go to Norway.
Items in the boxes to the left have a low or
negative impact on this propensity, while
items to the right have a higher and positive
impact. The expected impact of a decrease
or increase in the share of respondents who
use a respective TOV to characterise the
campaign are spelled out in the four boxes to
the left.
This priority map only focuses on TOVs
which have shown a statistical importance
for the propensity to go on holiday in
Norway.
The Priority Map – Which TOVs Can Increase The Propensity
To Go On Holiday In Norway Most Effectively?
ADEQUATE
PRIORITIZE
Low
or
negati
ve im
pact
TOV used by small share of
respondents
TOV used by large share of
respondents
RETAIN
TOV mentioned by: Many
Impact: Small or negative
TOVs located in this area can be
downgraded without a major, or
perhaps even with a positive,
impact on the propensity to go to
Norway
TOV mentioned by: Many
Impact: Large and positive
TOVs located in this area can
advantageously be maintained as
a decrease is expected to have a
major negative impact on the
propensity to go to Norway
TOV mentioned by: Few
Impact: Large and positive
If more people could be made to
use TOVs placed in this field to
characterise the campaign, a
significant positive contribution
to the propensity to go Norway
would be expected
TOV mentioned by: Few
Impact: Small or negative
TOVs located in this area should
be monitored and can
advantageously be kept
downplayed if their impact is
negative
Larg
e a
nd p
ositiv
e
impact
MONITOR
15
TOV Effects: Did The Campaign Do The Right Things?
Negative impact on
probability for holiday in
Norway
TO
V m
entioned b
y
sm
all
share
of
respondents
TO
V m
entioned b
y
larg
e s
hare
of
respondents
Positive impact on
probability for holiday in
Norway
The priority map shows that the TOV
dimensions creative and credible have a
substantial positive impact on the
probability of going on holiday in Norway.
As a large share of the target group also
characterised the campaign in these
terms, it indicates that the campaign has
been successful in promoting the right
TOVs.
Retain: The TOV was used by a large share of
respondents to characterise the campaign and it had
a high positive impact on the propensity to go to
Norway.
Prioritize: The TOV was only used by a small share of
respondents to characterise the campaign, but had a
high positive impact on the propensity to go to
Norway.
Adequate: The TOV was used by a large share of
respondents, but only had a low or even negative
impact on the propensity to go to Norway.
Monitor: The TOV was used by a small share of
respondents to characterise the campaign, and it had
a low or even negative impact on the propensity to go
to Norway.
The priority map only include statements with a
statistically significant effect on probability for holiday
in Norway PRIORITIZE
ADEQUATE RETAIN
MONITOR
Uninteresting
Confusing
Credible
Creative
16
Open Answers Coded In Categories The Message Of The Campaign
The figure shows how the target group perceives the message of the campaign. Almost one in three finds the message to be the impressive nature one can experience in Norway, while 14% finds it to be about active and sporty holidays. Finally, a substantial share of the target group, 10%, states that the catalogue aims at showcasing how great a holiday destination Norway is, without specifying how it does this.
WHAT DO YOU THINK THEY ARE TRYING TO SAY ABOUT
DESTINATIONS AND HOLIDAY ADVENTURES IN NORWAY?
N=614
23%
0%
0%
0%
3%
3%
7%
10%
14%
29%
0% 5% 10% 15% 20% 25% 30% 35%
Other
A destination not far away
Family vacation and child friendly environment
Something for everybody
Recreational and restful holiday
Different possibilities and experiences
Do not know
Showcasing Norway as an attractive and popular destination
Active and sporty holiday
Impressive nature experiences
17
EMOTIONS
Statements
On holiday in Norway, I can expand my horizon 48%
On holiday in Norway, I can restore my inner
harmony and balance 38%
On holiday in Norway, I can feel full of renewed
energy 36%
On holiday in Norway, I can feel completely
liberated 29%
On holiday in Norway, I can spend quality time with
my family 24%
On holiday in Norway, I can immerse myself in local
life 21%
On holiday in Norway, I can avoid surprises and feel
safe 11%
On holiday in Norway, I can feel special and stand
out from the crowd 8%
This table shows that the respondents agree with
the following statements to the highest degree
On holiday in Norway, I can expand my horizon
On holiday in Norway, I can recover my inner harmony and
balance.
On a holiday in Norway, I can feel full of renewed energy
Quite a number of respondents agree with the
statements
On holiday in Norway, I can feel special and stand out
from the crowd
On holiday in Norway, I can avoid surprises and feel safe
18
Emotionel Statements About Holidays In Norway
n=614
How the table should be read:
The table shows how many percent of the target group agrees with the statement
5%
7%
14%
0% 5% 10% 15%
On holiday in Norway I canimmerse myself in local life
On holiday in Norway I canrestore my inner harmony and
balance
On holiday in Norway I can feelspecial and stand out from the
crowd
The chart shows the statements which affect the
respondents’ probability to go on holidays in Norway.
Only statements with a statistically significant effect are
shown in the chart. The results show that three statements
have this effect.
The statement On a holiday in Norway, I can feel special and
stand out from the crowd has a clear positive effect on the
respondents’ attitude towards Norway as a holiday
destination.
Furthermore, On holiday in Norway, I can restore my inner
harmony and On holiday in Norway, I can immerse myself in
local life also have a moderate positive impact.
19
The Effects Of Emotional Statements On The Probability Of Going
To Norway
WHICH STATEMENT HAS THE GREATEST EFFECT?
n=614
The Effect Of The Statements On The Attitude Towards Norway As A Holiday Destination
20
CAMPAIGN
EFFECTS
21
Campaign Effects
All campaign elements have provided the target group with new information and changed their attitude towards Norway as a holiday
destination. On these two measurements, all campaign elements perform on par or better than the benchmark. On the other hand, none of
the campaign elements have been effective at stimulating information search about Norway as a holiday destination.
n=87-161
How the table should be read:
The campaign’s scores are placed on a scale from 0 to 100. A score of 100 would imply that all respondents fully agree with the statement/answer yes while a score of 0 indicates that
all respondents fully disagree with the statement/answer no. The table shows the campaign’s mean score on this scale.
All platforms are compared to the same overall benchmark of all campaigns . The table shows the difference between the platform’s score and the overall benchmark.
Metro Poster 1 Advertisement 1
Internet
Campaign Banner Metro Poster 2 Advertisement 2
France France France France France France
Do you think the advertisement(s) have provided you with new knowledge
about Norway as a holiday destination? 58 61 61 61 60 64
Have you changed your attitude to Norway as a holiday destination after
seeing the advertisement(s)? 79 80 80 80 81 84
Do you think the advertisement(s) has made you want to go to Norway on
holiday within the next year? 61 62 63 61 60 67
Have you looked for information about Norway as a holiday destination
after seeing the advertisement(s)? 33 34 34 39 33 43
Have you visited Visitnorway.de after having seen the advertisement(s)? 26 23 27 27 23 32
22
The Ad Effect Hierarchy – Explanation
Recollection of the campaign – without any other effect
Persuaded (+ campaign recollection + involved)
Involved (+ campaign recollection but NOT persuaded)
Only campaign recollection (but NOT involved or persuaded)
AD
EFFEC
T H
IER
AR
CH
Y Persuaded and active - contact
(+ campaign recollection + involved + persuaded)
The campaign is rated better than other commercials
Thinks better of Norway as a holiday destination after seeing the campaign
Has searched for information about Norway as a holiday destination
”The respondent is active by searching information about Norway as a holiday destination.”
”The respondent thinks that the campaign is better than other campaigns he or she remembers.”
”The respondent can recall the campaign, but is not involved or persuaded.”
”The campaign has changed the respondent’s attitude towards Norway as a holiday destination.”
Persuaded and active - holiday (+ campaign recollection + involved + persuaded)
Is more inclined to go to Norway on holiday
”The respondent is more likely to be active by going on vacation to Norway”
23
The Campaign’s Ad Effect Hierarchy
The table displays how the campaign elements succeed
in persuading the target group to book a holiday in
Norway.
All campaign elements seem to succeed in persuading
the French target group.
Advertisement 2 shows a high conversion rate, i.e. after
exposure to the campaign element 31% is persuaded
and more inclined to go on holiday to Norway.
Effect Metro
Poster 1
Advertise-
ment 1
Internet
Campaign Banner
Metro
Poster 2
Advertise-
ment 2
Persuaded
and active –
holiday
23 % 22 % 20 % 23 % 21 % 31 %
Persuaded
and active –
contact
4 % 5 % 5 % 5 % 6 % 6 %
Persuaded 51 % 46 % 44 % 39 % 51 % 45 %
Involved 16 % 14 % 11 % 11 % 14 % 6 %
Recollection 6 % 12 % 21 % 22 % 7 % 13 %
N 131 98 161 133 111 87
(% of total) (21%) (16%) (26%) (22%) (18%) (14%)
Metro Poster 1 Advertisement 1 Internet
Campaign Banner Metro Poster 2 Advertisement 2
Norway website is
visitnorway.com 60% 58% 56% 62% 60% 57%
Norway offers spectacular
nature experiences 91% 91% 96% 92% 92% 93%
Norway is modern and avant-
garde 74% 76% 71% 73% 77% 83%
Norway offers a variety of
nature-based activities 95% 93% 94% 92% 95% 94%
Norway is relaxed, casual and
humorous 53% 55% 58% 56% 56% 56%
Book your holidays in Norway
at VAT / HR 38% 42% 38% 44% 40% 47%
Norway is an exciting
destination for a short stay 64% 68% 61% 71% 55% 71%
Norway is accesible 64% 67% 68% 67% 61% 74%
Norway offers pure nature 93% 93% 94% 94% 95% 94%
24
Statements About Norway – PDI Scores
Across platforms, the respondents primarily agree with the statements Norway offers a variety of nature-based activities,
Norway offers pure nature and Norway offers spectacular nature experiences.
n= 87-161
How the table should be read:
The table shows statements about Norway related to the campaign. The respondents are asked whether or not they agree with the statements: Fully agree, agree, neither agree or disagree,
disagree, fully disagree and don’t know.
The table shows the PDI score. The PDI score is the difference between the two positive statements (fully agree and agree) and the two negative statements (fully disagree and disagree). A
PDI score of e.g. 50 would imply that there is 50 percent point more respondents who agree with the statement than there are respondents who disagree.
25
COMMUNICATION
EFFECTS
Overall, the campaign produced a moderately positive communication effect, while the branding effect was quite significant. As can be seen, compared to the other non-Scandinavian summer campaigns, the campaign effect is below average, whereas the branding effect is solidly above. When adjusted according to spending per head, however, the campaign’s communication effect is significantly below average.
26
Branding And Campaign Effect – Compared To The Other Campaigns
How the table should be read:
The average communication effect is the sum of the average campaign and branding effect. Hence, the average communication effect is the average of how well the campaign is doing in
meeting the overall target.
The branding effect reflects how the campaign has affected the long-term perception of Norway as a holiday destination.
The campaign effect reflects how the campaign has affected the current campaign goals.
When the branding and campaign effects are positive, the campaign has had a positive effect on the target group’s perception. When they are negative, the campaign has had a negative
effect on the target group’s perception.
The adjusted effects and benchmark show the effects adjusted according to spending per head compared to the average of all the campaign.
ADJUSTED ACCORDING TO SPENDING PER HEAD
FRANCE BENCHMARK DIFFERENCE FRANCE BENCHMARK DIFFERENCE
Communication effect 3.4 2.8 +0.6 6.3 12.7 -6.4
Campaign effect 2.0 2.3 -0.3 3.7 11.5 -7.8
Branding effect 1.4 0.5 +0.9 2.6 1.2 +1.4
3%
3%
3%
3%
4%
6%
6%
8%
9%
0% 2% 4% 6% 8% 10%
Norway website is visitnorway.com
Norway offers pure nature
Norway offers spectacular natureexperiences
Norway offers a variety of nature-basedactivities
Norway is modern and avant-garde
Norway is relaxed, casual and humorous
Book your holidays in Norway at VAT / HR
Norway is an exciting destination for ashort stay
Norway is accesible
27
Net campaign effect
Net Campaign Effect: What Did The Campaign Do?
The campaign had a positive impact on all campaign targets. In particular, there is a large net effect on the target related to the
geographical proximity of Norway, while the campaign also had a substantial impact on the target involving an exciting destination
for a short stay.
How the figure should be read:
The net effect is the difference in the perception of Norway as a
holiday destination between people who recall having seen the
campaign and the overall target group. Consequently, the net effect
is the change in the perception of Norway as a holiday
destination caused by the campaign, adjusted for the effect that
any other publicity might have had in the period of time.
If people who have seen the campaign are more inclined to
associate Norway with a campaign value than people who have not
seen the campaign – the value will be positive.
If people who have seen the campaign are less inclined to
associate Norway with a campaign value than people who have not
seen the campaign – the value will be negative.
n (campaign) =213-291
A priority map organises the various
campaign goals in four boxes according to
the overall net effect and the goals’ impact
on the probability of going on holiday to
Norway. The net effect is the difference in
the perception of Norway as a holiday
destination between people who recall
having seen the campaign and the overall
target group.
Items in the boxes to the left have a low
impact on the probability while items to the
right have higher impact on the probability.
The expected impact of a decrease or
increase in the net effect for items in each
boxes are spelled out to the left.
This priority map only focuses on areas
which are important for the probability of
going on holiday to Norway. Items with small
impact can easily be important in other
contexts.
28
The Priority Map – Which Factors Can Increase The Probability Of
Going On Holiday To Norway Most Effectively?
ADEQUATE
PRIORITIZE
Sm
all im
pact
Small or negative net effect
Large net effect
RETAIN
Net effect: Large
Impact: Small
Items located in this area can be
downgraded without a major
impact on the probability for
holiday in Norway
Net effect: Large
Impact: Large
Items located in this area can
advantageously be maintained as
a decrease is expected to have a
major negative impact on the
probability
Net effect: Small or negative
Impact: Large
An increase in the net effect with
elements placed in this field is
expected to provide a significant
increase in the total probability
Net effect: Small or negative
Impact: Small
Items located in this area can
advantageously be monitored
and prioritized if their importance
increases
Larg
e im
pact
MONITOR
29
Campaign Effect: Did The Campaign Do The Right Things?
Low impact on probability
for holiday in Norway
Sm
all/
negative n
et
cam
paig
n e
ffect
Larg
e n
et
cam
paig
n e
ffect
High impact on probability
for holiday in Norway
PRIORITIZE
ADEQUATE RETAIN
MONITOR
The priority map shows that the campaign fulfilled
the right goals to a moderate degree .The campaign
had the greatest effect on some of the targets,
which have the biggest influence on the probability
to go to Norway on holiday. Thus, it is important for
future campaigns to preserve the focus on
promoting Norway is accessible and Book your
holidays in Norway at VAT/HR.
In the future, the campaign effect would benefit
from promoting a more modern and avant-garde
perception of Norway among the French target
group.
Retain: The campaign had a large net campaign
effect on the campaign targets which have high
impact on the probability for holidays in Norway
Prioritize: The campaign had a small or negative net
campaign effect on the campaign targets that have a
high impact on the probability for holidays in Norway
Adequate: The campaign had a large net campaign
effect on the campaign targets that have a low
impact on the probability for holidays in Norway
Monitor: The campaign had a small or negative net
campaign effect on the campaign targets that have a
low impact on the probability for holidays in Norway
The priority map only include statements with a
statistical significant effect on probability for holiday in
Norway
Norway website is
visitnorway.com
Norway offers
spectacular
nature
experiences
Norway is modern
and avant-garde
Norway offers a
variety of nature-
based activities
Norway is relaxed,
casual and
humorous
Book your
holidays in
Norway at VAT /
HR
Norway is an
exciting
destination for a
short stay
Norway is
accesible
Norway offers
pure nature
n (campaign) =213-291
30
Net Branding Effect: What Did The Campaign Do?
NET BRANDING EFFECT
How the figure should be read:
The net effect is the difference in the perception of Norway as a
holiday destination between people who recall having seen the
campaign and the overall target group. Consequently, the net effect
is the change in the perception of Norway as a holiday destination
caused by the campaign, adjusted for the effect that any other
publicity might have had in the period of time.
If people who recall having seen the campaign are more inclined to
associate Norway with a given branding value than people who do
not recall having seen the campaign – the value will be positive..
If people who recall having seen the campaign are less inclined to
associate Norway with a given branding value than people who do
not recall having seen the campaign – the value will be negative.
While the campaign produced a rather large net effect on several targets, it primarily succeeded in promoting the easiness of travelling
to Norway from France and depicting Norway as offering sustainable alternatives. On the other hand, the campaign has not managed to
promote the active features possible to utilise in Norway.
n (campaign) =246-278
0%
0%
1%
1%
1%
1%
3%
4%
4%
4%
5%
5%
6%
6%
7%
-1% 0% 1% 2% 3% 4% 5% 6% 7% 8%
It offers excellent skiing, snowboarding, etc.
It has great cuisine and local specialities
It offers good cycling
It has exciting cities
It offers good hiking
It offers good angling
An opportunity to experience natural phenomena
Offers experiences that you cannot find elsewhere
It has an exciting culture and history
It has new and interesting places
Norway is easy to get to
It has spectacular natural scenery
It offers a wide range of sustainable alternatives
It is easy to book all the elements of a holiday
It is easy to plan a trip to Norway
It has spectacular
natural scenery
It offers an
opportunity to
experience
natural
phenomena such
as the midnight
sun or the
northern lights
It has exciting
cities
It has new and
interesting places
It has an exciting
culture and
history
It has great
cuisine and local
specialities
It offers
experiences that
you cannot find
anywhere else in
the world
It offers excellent
skiing,
snowboarding,
etc.
It offers good
cycling
It offers good
hiking
It offers good
angling
It offers a wide
range of
sustainable
alternatives
Norway is easy to
get to
It is easy to plan a
trip to Norway
It is easy to book
all the elements
of a holiday to
Norway
Retain: The campaign had a large net branding effect
on the branding targets which have a high impact on
the probability of holidays in Norway
Prioritize: The campaign had a small or negative net
branding effect on the branding targets that have a
high impact on the probability of holidays in Norway
Adequate: The campaign had a large net branding
effect on the branding targets that have a low impact
on the probability of holidays in Norway
Monitor: The campaign had a small or negative net
branding effect on the branding targets that have a
low impact on the probability of holidays in Norway
The priority map only include statements with a
statistically significant effect on probability for holiday
in Norway
31
Branding Effect: Did The Campaign Do The Right Things?
Low impact on probability
for holiday in Norway
Sm
all/
negative n
et
bra
ndin
g e
ffect
Larg
e n
et
bra
ndin
g e
ffect
High impact on probability
for holiday in Norway
PRIORITIZE
ADEQUATE RETAIN
MONITOR
Regarding branding targets, the campaign
perfomed relatively well. Most branding targets
associated with travelling to Norway are located
in the upper right corner of the priority map.
Thus, the campaign’s large effect on these
targets was advantageous. On the other hand,
the campaign did not affect other rather
important targets such as Norway’s city life and
gastronomy. To sum it up, in the future, these
targets could be prioritised to enhance branding
effect even further.
n (campaign) =246-278
The campaign achieves an overall platform
efficiency score of 100. This is just on par with
the average of the other campaigns.
The overall campaign efficiency is the result of
an unequal contribution from all four measured
platforms. The Metro posters and the
advertisement all contributed to positively affect
the overall efficiency, while the banner and
internet campaign were relatively unsuccessful.
32
Platform Efficiency
Overall
platform
efficiency:
100
Advertisement:
109
Internet
Campaign:
88
Banner: 89
Metro Poster:
114
What platform efficiency means
The platform efficiency measures how successful the campaign
was in transforming the attention into interest, and in the end
into a wish to go to Norway on holiday
The better the platforms are at transforming the interest into a
desire to go to Norway (with reference to the effect hierarchy),
the higher the efficiency score becomes.
On the other hand: Those platforms that only generate recall, but
don’t do anything else for the target group, get the lowest
efficiency score.
The overall platform efficiency score is calculated by considering
all platforms together. An overall platform efficiency score of 100
means that the campaign was on par with the other campaigns in
persuading the target audience.
The efficiency scores for each platform are calculated by their
contribution to the overall platform score. A platform efficiency
score of 100 means that the platform contributed as much as the
other platforms on average.
As such, the platform efficiency is a very direct measure of how
well the platforms perform regarding ad effect
The campaign achieves a platform effectiveness
score of 85. This is below benchmark.
This confirms that the campaign has been quite
unsuccessful in achieving a division of labour
between the campaign elements.
33
Platform Effectiveness
Platform
effectiveness:
85
Advertisement
Internet
Campaign
Banner
Metro Poster
What platform effectiveness means
In a successful campaign, it is necessary to reflect on how the
platforms should work together. Which platforms should spur the
first interest, which platforms should be used to communicate
the core messages, and which platforms should be used to
generate action?
As such, it is necessary to consider what the division of labour
between the platforms should be. This especially applies in
connection with complex products like holidays in Norway.
If all platforms were to do the same, there would be no need for
most of them. Instead, one could simply choose the most
successful platform and discard the other platforms.
The platform effectiveness measures the division of labour
between the platforms, i.e. the ability of the platforms to reinforce
each other’s strengths instead of trying to do the same.
In technical terms, the platform effectiveness is calculated by
combining the standard deviation of the effect hierarchy of the
individual platforms with the overall persuasion rate of the
campaign: A division of labour is desirable and necessary, but is
not enough if the campaign fails to succeed.
A score of 100 is equal to the average platform effectiveness of
all campaigns.
34
METHODOLOGY ?
35
Methodology
NATURE BASED TARGET GROUP
Respondents must have been on at
least one holiday abroad in the last three
years not paid for by an employer with
at least one overnight stay.
Respondents must be interested in a
holiday abroad within the next three
years, which is not paid for by an
employer in order to experience:
Dramatic and wild nature as well
as beautiful scenery
Outdoor activities such as hiking,
fishing or cycling
Clean and unspoiled nature or
Local art, culture and lifestyles
The campaign test was conducted through an internet survey
collected in May 2013. The survey was conducted with a
representative sample of French people over 18 years of age
who are in the Innovasjon Norge summer (nature based)
target group (see box on the left).
A total of 614 interviews were completed within the nature
target group.
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