national newspapers creative benchmarking 6 mortgage ads and campaigns may 2011
Post on 21-Dec-2015
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National Newspapers Creative Benchmarking6 mortgage ads and campaigns
May 2011
Category: FinanceDate: May 9, 2011Tested: June, 2011Sample: 102 Women and men
Category average
92
78 79
Impact
Re-appraisal
Emotional connection
Call to action
Depth of information
Reminds me of TV50
41
49
38
65
52
18
35
13 15
3035
Total Motivated/involved
53% 43 49
Category(93 ads)
UK(703 ads)
Normative data (averages)
motivated
involved
Branding clarity
NationwideInvolvement diagnostics*
* Involvement diagnostics benchmarked from Feb 2011. Category average: 39 ads
47
39
1822
2629
3533
604
40
Distinctive
Soothing
Gentle
Dull
Irritating
Disturbing
Interesting
Pleasant
WeakBoring
Unpleasant
Involving
All UK average
3 executions tested
Category: FinanceDate: May 18, 2011Tested: June, 2011Sample: 104 Women and men
Category average
8678 79
Impact
Re-appraisal
Emotional connection
Call to action
Depth of information
Reminds me of TV
52
33
42
34
61
56
17
30
13 15
3035
Total Motivated/involved
47% 43 49
Category(93 ads)
UK(703 ads)
Normative data (averages)
motivated
involved
Branding clarity
Lloyds TSBInvolvement diagnostics*
* Involvement diagnostics benchmarked from Feb 2011. Category average: 39 ads
48
39
14 30
2625
33
22954
45
Distinctive
Soothing
Gentle
Dull
Irritating
Disturbing
Interesting
Pleasant
WeakBoring
Unpleasant
Involving
All UK average
Category: FinanceDate: May 23, 2011Tested: June, 2011Sample: 104 Women and men
Category average
8278 79
Impact
Re-appraisal
Emotional connection
Call to action
Depth of information
Reminds me of TV49
42
3529
59
45
21
24
13 15
3035
Total Motivated/involved
45% 43 49
Category(93 ads)
UK(703 ads)
Normative data (averages)
motivated
involved
Branding clarity
ING DirectInvolvement diagnostics*
* Involvement diagnostics benchmarked from Feb 2011. Category average: 39 ads
42
35
1730
3125
3427
977
38
Distinctive
Soothing
Gentle
Dull
Irritating
Disturbing
Interesting
Pleasant
WeakBoring
Unpleasant
Involving
All UK average
Category: FinanceDate: May 23, 2011Tested: June, 2011Sample: 107 Women and men
Category average
89
78 79
Impact
Re-appraisal
Emotional connection
Call to action
Depth of information
Reminds me of TV46
34
3827
58
50
11
27
13 15
3035
Total Motivated/involved
38% 43 49
Category(93 ads)
UK(703 ads)
Normative data (averages)
motivated
involved
Branding clarity
SantanderInvolvement diagnostics*
* Involvement diagnostics benchmarked from Feb 2011. Category average: 39 ads
47
36
13 2418
3636
27
125
2
45
Distinctive
Soothing
Gentle
Dull
Irritating
Disturbing
Interesting
Pleasant
WeakBoring
Unpleasant
Involving
All UK average
Category: FinanceDate: May 23, 2011Tested: June, 2011Sample: 104 Women and men
Category average
8278 79
Impact
Re-appraisal
Emotional connection
Call to action
Depth of information
Reminds me of TV 40
32
3026
51
32
13
22
13 15
3035
Total Motivated/involved
36% 43 49
Category(93 ads)
UK(703 ads)
Normative data (averages)
motivated
involved
Branding clarity
C&G Cheltenham & Gloucester
Involvement diagnostics*
* Involvement diagnostics benchmarked from Feb 2011. Category average: 39 ads
242526
29
30
38
48
42
422
30
Distinctive
Soothing
Gentle
Dull
Irritating
Disturbing
Interesting
Pleasant
WeakBoring
Unpleasant
Involving
All UK average
Category: FinanceDate: May, 2011Tested: June, 2011Sample: 107 Women and men
Category average
8778 79
Impact
Re-appraisal
Emotional connection
Call to action
Depth of information
Reminds me of TV 35
33
30
30
50
31
14
21
13 15
3035
Total Motivated/involved
35% 43 49
Category(93 ads)
UK(703 ads)
Normative data (averages)
motivated
involved
Branding clarity
HSBCInvolvement diagnostics*
* Involvement diagnostics benchmarked from Feb 2011. Category average: 39 ads
3736
1313
20
43
4950
224
34
Distinctive
Soothing
Gentle
Dull
Irritating
Disturbing
Interesting
Pleasant
WeakBoring
Unpleasant
Involving
All UK average
3 ads tested