Two similar concepts, two contrasting outcomes. David Jones and Myer went head to head for female shoppers in body+soul, a lifestyle section in News Corp papers. While Myer’s ad excelled, David Jones’ execution did not. This week’s ADvance shows the high level of engagement newspaper readers have with print ads and how important creative design...
Myer has produced an effective ad execution. The offer it has put together resonates well with the target audience. The hero image is eye-catching and the text is punchy and to the point. These elements combine well to drive excellent call-to-action scores and attract female shoppers in-store.
This David Jones execution performed in line with a number of newspaper norms. The ad lifted brand affinity while also attracting shoppers in-store. Female shoppers felt the ad differentiated David Jones from the competition. Scores can be improved with some changes to the creative design and the inclusion of punchier copy.
Key Take Outs
The Myer/Estée Lauder Creative
Myer published this half page ad in “body+soul” which is inserted into weekend publications owned by News Corp Australia.
It advertises an in-store promotion where customers who spend $70 or more on Estée Lauder products in one transaction are entitled to a free Estée Lauder gift pack.
The David Jones/Jurlique Creative
David Jones ran a similar promotion, also in a half page format in the same edition of body+soul. This promotion offers shoppers who buy two or more Jurlique facial skin care products a free Jurlique skin care gift worth $136.
Due to the nature of the products advertised here, we’ve tested these ads among a female readers.
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 Myer/Estée Lauder creative performed exceptionally across two of the six strategic roles by driving brand affinity and call to action among female shoppers.
Some 28 per cent of readers said the ad gave them a positive feeling towards Myer. More than one in three (35%) females were excited by the offer, saying the ad gave them a reason to visit Myer.
The David Jones/Jurlique ad was not as successful. A key reason for this was that readers felt that the offer was not compelling.
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.
Myer can be happy with how this execution encouraged action from female shoppers. One in four (23%) said they would visit Myer after seeing this ad. Some 14% said they would make a purchase in Myer based on this ad, that’s 8% more than the newspaper norm. One in five (18%) said the ad encouraged memorability.
For the David Jones/Jurlique ad, five per cent of respondents said they would visit the store. Some 11 per cent said they would search online for more information – a score that may have been improved if a relevant URL was included on the execution.
“It says in store, online, click and collect – but there’s no website on the ad”
Using Estée Lauder products in their promotion has proven to be a great decision by Myer. Some 43 per cent said that this ad was brand appropriate, considerably higher than the average score for retail ads (25%). One in three (32%) shoppers also said the ad differentiated Myer from their competitors.
For the David Jones/Jurlique execution, some 22 per cent of female shoppers felt the ad improved their familiarity or understanding of the brand (6% less than the newspaper average) and 23% said it differentiated the brand within the category (2% less than the newspaper average). The ad performed well in terms of being brand appropriate (28% vs 25% newspaper ad average).
A look at the creative diagnostics chart gives a clear indication of why one of these executions was significantly more effective than the other.
The Myer/Estée Lauder creative outscored the newspaper ad average across a number of key metrics. The peach background, prominent use of product as the hero image and clear branding combined to make the ad eye-catching according to 37 per cent of respondents.
The ad scored excellently in terms of overall aesthetics with 34 per cent saying the ad looked good.
The David Jones creative underperformed in creative diagnostics.
“The offer wasn’t clear straight away. You had to read through the fine print to figure it out.”
The ad was also criticised for having too small a font.
“I couldn’t read the info on the ad. It would make me skip over it.”
The ad also underperformed in terms of having an eye-catching image with 23 per cent saying it had a great photo, seven per cent less than the newspaper average.
One in four female shoppers (24%) said the ad didn’t grab their attention.