the Adventure World Ad Effectiveness Case Study

Adventure World - AdEffectiveness Case Study 2015
TRAVELLER H ELPS
ADVENT U RE WO RLD
INS PIRE ADV EN TU RE TRAV EL L ER S
Fairfax Media
Cam pa i gn Pe r i od: 1st Ja nua r y 20 15 to 31st March 2015
Adventure World ran a visually impressive online campaign
with Fairfax Media’s Traveller website to help increase
awareness of the brand and to inspire travellers to
experience Adventure World destinations.
The campaign ran as a number of creative executions on the Traveller website
including high impact homepage buyouts, sponsorship of the Adventure World section,
and a series of branded advertorials designed to showcase Adventure World’s offering
in an engaging format. Adventure World branded content - being imagery, videos,
social media links, brochure links and a ‘discover now’ call to action, were housed
online within advertorial templates in the form of a hub for multiple pieces of content.
The campaign was successful in reaching the target audience of affluent Australians
aged 35+ with an interest in adventure travel. Exposure to the campaign also
moved several key brand success measures, including Message Association, Brand
Favourability, as well as producing uplift in brand attributes such as Inspiration.
Adventure World - AdEffectiveness Case Study 2015
CAMPAIGN OBJECTIVES
•
To increase brand awareness of Adventure World
•
To inspire travellers to experience Adventure World
destinations
CAMPAIGN PERIOD
1st January 2015 to 31st March 2015
TARGET AUDIENCE
People aged 35+ in AB socioeconomic brackets with a secondary
target of people with an interest in adventure travel
CREATIVE EXECUTION
The campaign ran as a series of 14 advertorials within the
Traveller website that aimed to showcase Adventure World’s
adventure travel offerings in a visually engaging way. It was
supported through high impact display media in the form of
Traveller homepage buyouts and sponsorship of the Adventure
World section on the website
RESEARCH METHODOLOGY
A simultaneous control / exposed survey of online panellists,
Fairfax Media
with the survey covering category involvement, brand and
creative diagnostics. Total Sample: n=896 (Control n=211,
Exposed n=685). Control respondents are weighted to match
exposed sample on key demographics.
REACHING THE RIGHT AUDIENCE
Traveller was the ideal environment for this campaign, with over 2-in-3
respondents belonging in the target of people aged 35 years+ with an
interest in soft adventure holidays. The campaign also over-indexed on
high earners, with 26% of the audience reporting a personal income of
over $100K+ (compared to the Australian average of 7%^).
Total Traveller
Campaign (n=685)
Target
Aged 35+ interested in
soft adventure holidays
66%
Age
<35
7%
>35
93%
Male
69%
Female
31%
$100k+
26%
Gender
Personal
Income
The campaign was particularly strong at driving awareness of the
Adventure World brand among the target audience. Lift in aided brand
awareness among those aged 35+ with an interest in soft adventure
travel was up 10 fold compared to the total campaign audience.
Source: Millward Brown Brand Lift Insights Advertising Research, June 2015.
^emmaTM, conducted by Ipsos MediaCT, people 14+ for the 12 months ending
June 2015. AU Average: All AU 14+
M E ASURA BLE RESU LTS
+5.7%*
The Traveller campaign was successful in shifting positive
Message Association of the Adventure World tagline
+3.7%*
‘Experience the Extraordinary’, producing a significant
+3.7% point* lift. This result is above average compared
to benchmark norms of global online travel campaigns.
CONTROL
EXPOSED
The campaign was especially effective in producing above
MESSAGE ASSOCIATION
“EXPERIENCE THE
EXTRAORDINARY”
average Brand Favourability for Adventure World, with
BRAND FAVOURABILITY
those exposed to the campaign reporting a significant lift
of +5.7% points*.
* Statistical significance at 90% confidence level
BRAND ATTRI B UTES (TOTA L CA M PA IG N AUDIE NC E )
+3.1%*
DRIVING INSPIRATION
The Adventure World campaign on Fairfax Media’s Traveller
+3.8%*
+5.6%*
site was very effective in driving inspiration to travel, with a
significant +3.8% points* lift in the brand attribute of ‘Inspires
CONTROL
me to go on a travel adventure’.
+2.1%*
EXPOSED
The campaign was also very successful at driving awareness of
Adventure World as being seen as offering independent travel
options, being a destination expert and offering soft travel
Fairfax Media
options, with all these attributes showing strong directional lifts
INSPIRES ME TO
GO ON A TRAVEL
ADVENTURE
OFFERS
INDEPENDENT
TRAVEL OPTIONS
IS THE DESTINATION
EXPERT
* Statistical significance at 90% confidence level
OFFERS SOFT
RANGE OF TRAVEL
DESTINATIONS
after campaign exposure.
Source: Millward Brown Brand Lift Insights Advertising Research, June 2015.
*Represents statistically significant differences at 90% confidence levels.
Adventure World - AdEffectiveness Case Study 2015
MESSAGE ASSOCIATION AND
BRAND FAVOURABILITY
MESSAG E ASSOCIATI ON AN D B RA N D FAVOURA B ILIT Y
(TOTAL CAMPAIG N AUDIE N C E )