Face value – we like to watch

Face value – we like to watch

Magazines inside newspapers are enormously popular with readers and advertisers. Few categories thrive on the high-quality production values of these glossies than watch-makers. Here, TANYA SHINN uses focus-group research to discover how ads from TAG Heuer and Breitling gets buyers all wound up.

TAG Heuer

TAG

The TAG Heuer ad for the Carrera Calibre Heuer 01 appeared in The Australian Financial Review magazine.

The attention-grabbing creative uses Brand Ambassador Chris Hemsworth in one of the latest of ads from the long-running campaign, Don’t Crack Under Pressure.

The ad focuses on an image of Hemsworth looking directly into the camera, flashing a glimpse of the Swiss timepiece as he points to camera.

Together with the watch-maker’s branding, the #Don’tCrackUnderPressure tagline features strongly. Smaller copy provides details of the watch model and retail.

Breitling

breitling

The creative from luxury Swiss watch-making rival, Breitling, appeared in a number of titles including The Australian Financial Review magazine.

The sleek, simple, largely monochrome creative is designed to draw attention to the dial of Breitling’s oldest continuously produced watch, the Navitimer 01 (46 MM).

Its tagline, An Icon Just Got Larger, references the history of the watch and the newly increased size of the watch-dial. Copy is minimal and lacks a call to action. The only other information is a subtle model name, and branding on the watch-face.

So, here is how they stacked up in the eyes of readers, using NewsMediaWorks’ proprietary research methodology, called ADvance.

Strategic RoleMap

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

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TAG Heuer and Breitling created positive brand associations and lifted affinity in the minds of consumers.

Some 22 percent of respondents said the TAG Heuer execution gave them a positive feeling toward the brand, some 15 per cent said the same of Breitling (vs. 9 per cent newspaper norm).

One respondent commented: “I relate to the [TAG Heuer] tagline and feel encouraged by it. This [ad] creates a personal connection between the brand and the audience”.

The TAG Heuer ad produced an above average reappraisal score, encouraging 16 per cent to think differently about the brand. “I feel this brand is premium and the watch is high-quality,” said one respondent.

ActionMap

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_TAG Heuer + Breitling_CHARTS

TAG Heuer encouraged several important actions – 14 per cent said they would visit a stockist after seeing this ad (vs. 10% newspaper norm) an impressive score considering the premium nature of the product.

The ad increased intention to search online. The imagery was also popular, with the number of respondents saying they would tear out and keep the ad for later indexing two-times above the norm.

One respondent commented: “Well, you’ve got a gorgeous Hemsworth man doing an ad so you have to look at it. It’s definitely eye catching.”

The Breitling execution scored well in terms of respondents who said they would look out for Breitling after seeing the ad (12%) and those who planned to share the ad online (twice the newspaper average).

Brand Perceptions

ADVANCE_TAG Heuer + Breitling_CHARTS

Both ads significantly outscored the average newspaper ad in lifting key brand metrics.

Two in five (40%) said TAG Heuer and Breitling had improved their understanding of the brands.

One in three said the ads differentiated the brands from competitors, and 33 per cent said the TAG Heuer execution was in keeping with the brand’s image.

Creative Diagnostics

These diagnostics unique to the attributes of newspaper advertising. They’ve been developed to help identify areas for improvement where results across other brand and advertising measures may require further analysis and interrogation.

ADVANCE_TAG Heuer + Breitling_CHARTS

More than half (53%) the respondents said the Breitling ad had a great image, a significantly higher score than the average newspaper ad (30%). One said: “By using an all-black background and a shiny, sharp image of the watch, it’s an instant attention grabber. The lack of information in the ad made the photo represent more and made me want to find out more.”

However, some felt the branding was too subtle:Catchy to the eye, but the brand name is still missing as a feature.”

Results show that TAG Heuer’s approach of including a familiar face in their advertising helped attract attention.

On TAG Heuer, 44 per cent of respondents said the execution was eye-catching – 12 per cent higher than the average newspaper ad (24%).

Some 46 per cent said the TAG Heuer ad looked good (26% above the newspaper average). “Nice how he looks straight at you to tell you something, powerful,” commented a respondent.

One in five (22%) said the attention-grabbing the headline made them want to stop and read more.

Summary

TAG Heuer

TAG Heuer lifted affinity and increased reappraisal. The strong visual image and tagline caught readers’ attention and improved brand familiarity. The creative achieved a great balance between imagery and copy, with a clear call to action that encouraged desirable actions, including encouraging potential consumers into retailers, or seeking further information online.

Breitling

The simplicity and focus of Breitling’s advertisement, its use of dark tones and minimal copy, appealed to many readers. The ad gave many a good feeling about brand and enhanced brand familiarity. Respondents said it differentiated the watchmaker from competitors. Larger branding and the inclusion of purchasing information could have delivered more impressive call-to-action scores.

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