SUPPLEMENT: THE REGIONAL PRESS AWARDS 1995; The Midland Independent Newspapers plc Award: Media Planning Award of the Year

Winner title: Untitled Agency: CIA Medianetwork Client: Food Giant

Winner

title: Untitled

Agency: CIA Medianetwork

Client: Food Giant



In May 1995 Food Giant, a division of Somerfield Foodmarkets, launched a

new campaign based on the proposition ‘What will you do with the money

you save?’ CIA Medianetwork worked closely with both the client and the

creative agency to develop a campaign which would provide the maximum

levels of coverage for a limited budget. Different creative executions

were developed, which allowed funds to be upweighted when necessary.



The executions were a page, half-page vertical and a series of teasers

which, when placed strategically, could give the impression of having a

far bigger presence in the newspaper than was actually the case. They

also enticed the reader into the newspaper and, hopefully, gave the page

or half-page executions more impact.



CIA Medianetwork selected the regional press as the lead medium because

it provided the most cost-effective means of reaching shoppers within

the catchments of the stores. The wastage was minimal and, consequently,

the agency was able to spread the campaign over a much greater length of

time to provide coverage for much of the year. This was the only medium

which could be used on a regular basis, which is a crucial element for a

retailers with a weekly buying cycle.



CIA Medianetwork undertook a careful audit of all titles within the

catchment areas of each store to create a schedule which would provide

the greatest efficiency. Each catchment area was analysed against a

local title to demonstrate coverage. The households used were sourced

from the Post Office in order to provide a common denominator for all

analyses. The circulation of each newspaper was analysed to provide

household penetration within each catchment. Jicreg was used to provide

important information on readership, and the newspapers themselves were

studied to provide indications of editorial commitment, layout, overall

pagination, levels of recruitment, property, motors and so on.



Cost was inevitably a major factor which was analysed alongside all

other factors. In some areas this meant that titles were selected that

were not market leaders because it was possible to buy several more

insertions and give the campaign greater longevity.



Having selected the press titles for inclusion it was then necessary to

schedule activity to make best use of overall budget. Key periods were

identified in accordance with sales trends (unsurprisingly Easter and

Christmas were the most important). Other times of the year were far

less important, summer for example, and advertising was kept to a

minimum. The different creative executions were also deployed according

to seasonality, with the largest at key times. In this way a schedule

for the year 1995-1996 was created, providing an awareness throughout

the year and heavy advertising when required.



Commendation

title: Branding campaign

Agency: Ogilvy and Mather Direct

Client: Granadaland Ford Dealers



Ford introduced the concept of the Ford Dealer Advertising Associations

(FDAAs) into the UK in 1991 to provide a structure for regional

marketing. The FDAA are self-funding bodies operating on the basis of

the more cars sold, the more dealers can contribute (on a fee per unit

basis) to advertising funds. In conjunction with Ogilvy and Mather

Direct, Ford determines the associations by the most geographic- and

media-friendly areas, by ITV region.



Granadaland Ford Dealers make up 84 (8 per cent) of Ford’s 1,100 dealer

network. To build on the strengths of this region, Ford assisted the

Granadaland Ford Dealers Advertising Association (GLFDAA) to commission

a comprehensive qualitative research project to investigate consumer

attitudes and awareness.



The agency’s idea was to link the strengths of individual media with a

specific brand message. According to O&M Direct, the regional press is

the frontline for car advertising. It is the battleground for individual

dealers and dealer groups, as well as for private sellers. In short, it

is the single most important reference point for the majority of car

buyers.



By dominating the local press, the client not only managed to increase

and reinforce coverage of the branding message, but also gave dealers

advertising in the classified sections a feeling of ownership and

support. The campaign successfully demonstrated the link between the

advertising and the individual, and the local dealer, ultimately meeting

all three media objectives.



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