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Creating a sustainable future for MROCs: Preventing the exhaustion of the most promising development of our industry
Anke Bergmans, Jos Vink and Michelle de Laat, ESOMAR, Qualitative, Valencia, November 2013
This paper discusses recruitment methods for Market research Online Communities (MROCs), arguing that by taking a new approach such communities can generate more insights for less investment.
This paper discusses recruitment methods for Market research Online Communities (MROCs), arguing that by taking a new approach such communities can generate more insights for less investment. Researchers are increasingly concerned with the cost-efficiency of MROCs and are seeking to fit in as many MROCs projects as possible. This scenario has led to response wearing out and members dropping out faster than new members can be recruited. A new promising methodology becomes exhausted before it even gets the chance to shine. It is argued that successful communities have the correct balance of 'creators' and 'contributors', with an example of a successful MROC described.
Z Energy: Z is for New Zealand
The Communication Agencies Association of New Zealand, Bronze, New Zealand Effies Awards, 2012
This campaign launched Z Energy, a fuel company that was renamed following the sale of Shell in New Zealand.
This campaign launched Z Energy, a fuel company that was renamed following the sale of Shell in New Zealand. The strategy employed was to publicise Z well ahead of its services becoming publicly available to motorists; this meant that the campaign gave New Zealanders a sense of shared ownership in the Z brand prior to launch. Communications aimed to stoke national pride. Media used included TVCs, local radio and press and social media. The case study cites results, including that communications have performed well above average on all the key diagnostics.
CEAT Gripp: Be Idiot Safe with CEAT Tyres
Rahul Chawra and Ajay Menon, Warc Prize for Asian Strategy, Highly Commended, 2012
CEAT Tyres had a double-digit market share across its tyre portfolio in India in the 90s, but it had fallen to around 5% during the late 2000s.
CEAT Tyres had a double-digit market share across its tyre portfolio in India in the 90s, but it had fallen to around 5% during the late 2000s. In response, it launched a new brand of two-wheeler tyres called Gripp, positioned on the brand promise of ‘best on-road’ in order to gain share in the motorcycle category. The campaign was based around the concept of ‘idiot proof riding’ and illustrated everyday errors that most riders do as well as depicting everyday scenarios which would require an emergency stop. It was promoted on TV, online, social media, outdoor, in-store and in print. As a result, preference for CEAT two-wheeler tyres saw a 74% increase and market share in the two-wheeler tyre category rose by 64%.
Johnson Controls: Launch of MyDemoDrive.com
Becky Fitzgerald, Mary Ann Wright and Craig Rigby, Warc Prize for Innovation, Entrant, 2012
Johnson Controls, the industrial technology company, developed and launched MyDemoDrive.com as an interactive, web-based simulation and educational platform to raise awareness among American consumers of the range of different hybrid vehicle technologies available to them.
Johnson Controls, the industrial technology company, developed and launched MyDemoDrive.com as an interactive, web-based simulation and educational platform to raise awareness among American consumers of the range of different hybrid vehicle technologies available to them. Demo Drive allows consumers to virtually test drive and compare fuel usage, carbon dioxide emissions and travel costs between a vehicle with a standard internal combustion engine, a start-stop vehicle and a hybrid electric vehicle. It used Facebook to drive trials online as well as a series of media events to target industry influencers offline. Demo Drive attracted 8,000 unique visits, nearly 1,670 Facebook fans as well as extensive media coverage.
PACCAR Parts: Communication Targeting Program
ARF Ogilvy Awards, Gold, Business-to-Business, 2012
PACCAR Parts Division is an aftermarket truck parts provider servicing the dealers for the Kenworth, Peterbilt and DAF brands worldwide.
PACCAR Parts Division is an aftermarket truck parts provider servicing the dealers for the Kenworth, Peterbilt and DAF brands worldwide. A lack of end-user insights among dealers caused the marketing communications messaging and targeting to be broad. In turn, this caused dealers to question the effectiveness of the program amd its actual impact on end-users. To remedy this, PACCAR Parts developed the Communication Targeting Program (CTP) as a platform to optimize communications touchpoints. Survey research was conducted with end-user customers and prospects, and subsequently the program launched in 2011 in the US The CTP has delivered a significant impact on sales and ROI, garnering full support from PACCAR Parts and its dealer network.
Direct Marketing Association - UK, Silver, 2011
With its 'BreakFree' campaign, TomTom, the satellite navigation brand, sought to reposition itself to younger audiences as a lifestyle choice rather than a technical one.
With its 'BreakFree' campaign, TomTom, the satellite navigation brand, sought to reposition itself to younger audiences as a lifestyle choice rather than a technical one. As well as emphasising the entertaining and useful aspects of its satnav services, social media were seen as the core for communities to be built upon TomTom's platform. Using a range of digital techniques including apps, flashmob events and YouTube comedy to drive awareness, followers were encouraged to share stories about TomTom products as well as being given the opportunities to win them. Over 5.5m video views were seen, 1.5m visits via Facebook received and a 200% increase gained in positive sentiment on social media.
Volvo Cars: Winter tyres
Direct Marketing Association - UK, Silver, 2011
With the memory of the UK's particularly cold 2009/2010 winter in mind, automaker Volvo set out to sell winter tyres to its customers.
With the memory of the UK's particularly cold 2009/2010 winter in mind, automaker Volvo set out to sell winter tyres to its customers. Its October campaign, using broadcast and direct marketing, focused on comparative stopping distances in snowy weather demonstrating how its tyres made a substantial difference to the outcome. Dealers were provided with a communications toolkit which they could customise, selecting the media of their choice to suit local conditions. Within 4 weeks, the target of selling 2,000 tyres had been reached with the revenue target exceeded by £240k.
How BMW used social to sell car parts to Singaporeans
Low Lai Chow, Warc Exclusive, December 2011
This paper describes how BMW used social media to boost sales of its Performance Parts range in Singapore, and is based on a presentation to the Festival of Media Asia 2011 by Lito S.
This paper describes how BMW used social media to boost sales of its Performance Parts range in Singapore, and is based on a presentation to the Festival of Media Asia 2011 by Lito S. German, Marketing Director of BMW Asia. "The Switch" campaign saw the cars of unsuspecting BMW owners secretly swapped with identical models featuring sporty enhancements, and the reactions of the owners filmed and posted online. The campaign resonated with online communities of BMW enthusiasts and triggered a 35% increase in Performance Parts. German offers five pieces of advice for producing effective social media campaigns: involve, don't compete; engage and entertain; don't try to control the conversation (because you can't); earn your media and then, to drive sales, own it; and harness the potential of mobile.
Goodyear: A Lifetime Commitment to Safety
Case Studies on Warc, Ogilvy Public Relations Shanghai, October 2011
In a time of turmoil over safety, Goodyear embraced the opportunity to ignite a discussion on safety while other companies were avoiding it.
In a time of turmoil over safety, Goodyear embraced the opportunity to ignite a discussion on safety while other companies were avoiding it. Consumers should be able to trust that the products they buy and use are safe. However, in China, consumer confidence in safety has faded. With the public exposure of Kumho Tyre company’s product quality problems in March 2011, tyre safety has also become an issue of prime concern for Chinese drivers. Rather than lecture on the technical aspects of safety, Goodyear took an emotional approach celebrating the passion of the unsung heroes in society who have dedicated their lives to safety. Introducing a 'spirit of safety', seven one-minute documentary films tell the stories of ordinary people who have devoted their lives to keeping millions of people safe. From 26 May to 26 June, over 22 million netizens interacted with the campaign.
Brand preference: Petrol heads
Chiara Succi and Annett Pecher, Admap, October 2011, pp. 20-21
A study of petrol brands show that consumers do not always choose the brand that they say they prefer.
A study of petrol brands show that consumers do not always choose the brand that they say they prefer. Conscious preference alone is a poor predictor of consumer behaviour as some consumers can have an unconscious preference for and attach emotional triggers to a certain brand. It is the combination of conscious and unconscious preference that determines brand choice and measuring unconscious preference gives a brand considerable advantage over the competition as it identifies the consumers who are aligned and can adjust its position accordingly to increase brand usage and loyalty.
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