Ads that reach for the stars

International airline Etihad and premium watchmaker Breitling use Hollywood celebs in their print ads to lift brands scores and stand out from the competition writes ADRIAN FERNANDES.

ADvance_Breitling_Etihad_DIGITALStandouts

  • Print ads featuring celebrities shown to lift brand affinity.
  • Celebrity endorsement significantly increased ad standout against competitors.
  • Combining print and TV improves campaign recall for Etihad.

Introduction

Celebrity endorsement has become a popular marketing tool. Brands are spending big on endorsement marketing to build brands quickly, tap into fresh markets and influence purchase behaviours.

International airline Etihad and premium watchmaker Breitling enlisted two Hollywood actors to front recent campaigns that incorporated print advertising.

ADvance shows that both succeeded in achieving ad standout, lifting brand affinity and, for Etihad, reinforcing TV advertising.

The Etihad Execution

This ad appeared in a number of metro and national newspapers including the Sydney Morning Herald, The Age and The Australian in May 2015.

Etihad

It’s part of the Etihad’s global “Flying Reimagined” brand campaign fronted here and internationally by actress Nicole Kidman.

The new campaign, created by M&C Saatchi Australia, also incorporates outdoor, online and TV.

The Breitling Execution

Actor John Travolta has been the face of Breitling watches for more than a decade. The brand’s 2015 print campaign depicts Travolta, who is also a pilot and long standing face of Qantas, with the North American X-15 – the fastest manned airplane ever made.

Breitling

The ad appeared in The Australian’s lifestyle magazine ‘Wish’ and also in The Australian Financial Review.

Strategic RoleMap

Six strategic advertising roles of newspapers have been validated both qualitatively and quantitatively by The Newspaper Works, resulting in the creation of RoleMap. For more information on this map, click here.

ADvance_Breitling_Etihad_RoleMap

ADvance results show that Etihad and Breitling have created positive brand associations in the minds of consumers with these ads. Leveraging Nicole Kidman and John Travolta’s public profiles significantly lift affinity to both brands.

Some 28 percent of respondents said the Etihad execution gave them a positive feeling toward the brand, one in five said the same of the Breitling ad.

“I’d like to fly Etihad Airways at some stage and this ad makes me feel more positive toward the brand.”

Results show the Etihad execution performed well in extending the TV campaign. One in five (22%) said this print ad reminded them of the TVC.

“Good link to TV ad from the same campaign. Made their service seem like it was something to aspire to use.”

Breitling’s ad copy proved engaging, with one in four respondents saying the ad provided interesting information about the brand.

“It is a much better ad than others advertising watches. It is short and brief and easy to read.”

Brand Perception

ADvance_Breitling_Etihad_BrandEquity
In most cases, both ads performed well in lifting other brand metrics.

Etihad performed excellently, increasing familiarity with the brand (36%), differentiating Etihad from competitors (42%) and producing a campaign that was brand appropriate (32%). These scores show that

More than a third of respondents said the Breitling ad improved their familiarity with the brand (35%).

“I haven’t even heard of Breitling before now but I do love John Travolta so would take notice of something he was involved in.”

The Action Map

Newspapers are recognised as an effective medium for delivering a Call to Action. ActionMap, another proprietary newspaper metric, expands on this strategic role to provide an understanding of the types of action a newspaper ad inspires. For more information on ActionMap, click here.

ADvance_Breitling_Etihad_ActionMap

Both brand ads got respondents thinking, successfully encouraged desirable consumer behaviours.

One in five respondents who viewed the Etihad execution said they would remember the brand after seeing the ad.

Some 14 percent said they would look out for Breitling after seeing the ad an impressive score considering the premium nature of the product.

Creative Diagnostics

ADvance_Breitling_Etihad_DiagnosticsMap

By including a familiar face in advertising, brands hope their ad will stand out from the noise of other ads. Results show that Breitling and Etihad both achieved this.

One in two (48%) said the Etihad ad had a great image, a significantly higher score than the average newspaper ad.

“The ad was appealing and would make me consider Etihad the next time I travel to see if the experience matched the advertising.”

Some felt the branding was too subtle and the font was difficult to read.

“The font in the bottom left hand corner is the most important besides the brand name, but it is the hardest to read.”

The Breitling ad also scored well for its imagery, with 40 percent of respondents appreciating the imagery.

“It made me stop and read the ad. John Travolta caught my eye.”

More than a third of respondents said the ads were eye-catching (35% for Breitling, 36% for Etihad).

There was some criticism of the Breitling execution in terms of being too similar to other ads in the category.

“It is sophisticated and stands out in the newspaper but is similar to other watch ads.”

“To me it’s no different to an ad for any other high end expensive watch.”

Summary

Etihad

This Etihad execution featuring Nicole Kidman lifted affinity and increased standout. With minimal copy and strong visuals, the ad improved familiarity with the brand, differentiated the airline from competitors and improved TVC recall. Larger branding could deliver even better scores.

Breitling

Breitling’s long association with John Travolta continues to deliver, as this ad increased awareness of the brand and improved affinity. Imagery used was eye-catching and ad copy was engaging, delivering just the right amount of information.

ADvance_Breitling_Etihad_DIGITAL

Quote-Unquote

Breitling

“I haven’t even heard of Breitling before now but I do love John Travolta so would take notice of something he was involved in.”

“It made me stop and read the ad. John Travolta caught my eye.  It is a much better ad than others advertising watches. It is short and brief and easy to read.”

“To me it’s no different to an ad for any other high end expensive watch.”

“It’s a generic Breitling ad, association with a star and aircraft. It’s nothing new especially if you appreciate Fine Watches which I do.”

“It is sophisticated and stands out in the newspaper but is similar to other watch ads.”

Etihad

“Good link to TV ad from the same campaign. Made their service seem like it was something to aspire to use.”

“The ad was appealing and would make me consider Etihad the next time I travel to see if the experience matched the advertising.”

“The ad using Nicole Kidman is very well done, it makes you feel that you will be a movie star if you fly with Etihad.”

“I’d like to fly Etihad Airways at some stage and this ad makes me feel more positive toward the brand.”

“The font in the bottom left hand corner is the most important besides the brand name, but it is the hardest to read.”

 

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