In this ADvance creative benchmarking study, we see how Foxtel and Jetstar ad designers have tried to capture reader attention by focusing their advertising on low prices. The results show that highlighting price in a print ad increases stand-out and takes prospective buyers on a path to purchase.
Low-fares airline Jetstar is looking north to grow market share. It recently began direct flights to China and increased schedules to south Asian destinations.
The advertisement below featured in The West Australian during Chinese New Year to promote cheap flights to Bangkok, Hong Kong and Singapore.
Foxtel, under pressure from streaming-video players Netflix and Stan, has reduced subscription prices to win customers. In this execution, it targets sports fans with a $50 monthly package. Price is the hero image, with images of sports stars complementing succinct copy.
Both ads gained similar responses from our focus group and gained above average scores. The prominence of price made the ads stand out. Some 37 percent of respondents believed Jetstar’s ad was eye-catching, and a similar number (40%) praised the Foxtel ad for the same reason. One respondent said of the Jetstar ad: “Catches my eye. It’s a good deal – made me want to continue to read the rest of the ad.”
Another said of the Foxtel ad: “It stands out and gets straight to the point of what is on offer.”
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.
The Foxtel ad outscored the average newspaper across a number of roles. It performed best in ‘Extension’, supporting the wide-scale TV campaign Foxtel had in market. (To learn more about Extension, click here).
The combined power of print and TV advertising helped create excellent ad recognition scores with one in two (47%) respondents saying they were familiar with the campaign. (For information on how a print campaign can support TV advertising, click here.)
The Jetstar ad was well received across a number of roles, especially in the ‘Information’ category even though the copywriting was minimal. This proved to be just enough information to hook many respondents. One respondent said: “I like the simple list of prices for fares. It allows a quick grasp of what’s on offer.”
Four in ten said the ad gave them the sufficient information – 13 percent more than the typical print ad. (For more on how print is the perfect ad platform to deliver information, click here.)
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.
Both ads encouraged respondents to consider each offer further by looking for more information. One in four respondents (26%) said they would search online for more information about the Jetstar offer. One said: “The price of the flight captures your attention immediately. Overall it is an ad that makes me want to find out more.”
Foxtel increased consideration, encouraging one in six to keep seek more details. Some 15% of respondents said they would actively seek more details online. One said: “It’s a great deal and the ad is attention grabbing. Will check it out online.”
Both ads scored above normal in lifting brand perceptions. Half of the respondents agreed the Jetstar ad was “brand appropriate”. Some 44 percent of respondents thought the Foxtel ad made its brand different to free-to-air rivals.
Highlighting a low price that offers genuine value for money is powerful tactic to hook prospective customers.
Foxtel and Jetstar approached price –focused advertising in different ways yet achieved similar results by encouraging readers to go online for more details. Ads offering bargains must make it easy for consumers to respond with website details and a hotline.
The execution hooked respondents in by highlighting the $149 flight to Singapore. Respondents appreciated the succinct, menu-style copy. The next step for prospects is online search for more information so dialling up these details is vital.
This ad captured sports fans’ attention. It played a strong role in extending Foxtel’s TV campaign, and the combination ensured outstanding ad-recognition scores. Its messaging was simple and consideration increased among respondents.
“The price of the flight captures your attention immediately. Overall it is an ad that makes me want to find out more.”
“Catches my eye. It’s a good deal – made me want to continue to read the rest of the ad.”
“It stands out and gets straight to the point of what is on offer.”
“It captures my attention, looks interesting and makes me think whether the package is worthwhile.”
“Very eye catching, and particularly appealing to NRL fans.”
Research conducted online by Ipsos Media CT. Fieldwork conducted March 2015. Sample aged 18+, based in Sydney, separate samples tested for each ad: n = 103 for Foxtel ad, n = 103 for Jetstar. Significance tests conducted at 90% confidence level. Full details of methodology, Role Map and Action Map available on www.newsmediaworks.com.au