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.
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
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.