1

Capturing how a catchphrase

caught on

Ana Medeiros, Unilever

Fiona Blades, MESH Planning

MRS Conference, London, 2008

March 18th/19th 2008

2

3

A 360 campaign

TV

Posters

Activation

New Product &

Packaging

Digital

44

including a catchphrase

55

6

How could we TRULY evaluate

the 360 campaign including the

catchphrase?

77

Taking a completely new

approach to evaluation

TROI tracking delivers real data in

real timeTROI is real time.

Dave has agreed to text us when he sees, hears or experiences something relevant to the research.08.04

08.46

12.12

16.11

18.22

22.04

14/02/07 – 21/02/07

9

The TROI approach

•Brand Health•Image Statements

•Usage•Advertising

Pre Questionnaire

•Brand•Occasion•Feel

•Date/Time

Real Time Tracking

•Photos•Comments

•+/- experiences•ROI benchmarks

Post Questionnaire

Traditional tracking

stops here!

2 Streams

Cool Brands

Catchphrases

0

10

20

30

27 F

eb01

Mar

03 M

ar05

Mar

07 M

ar09

Mar

11 M

ar13

Mar

15 M

ar17

Mar

19 M

ar21

Mar

23 M

ar25

Mar

27 M

ar29

Mar

31 M

ar02

Apr

04 A

pr06

Apr

08 A

pr10

Apr

12 A

pr

TV ad

Poster

New spaper ad

TV kicks in first, followed by posters

and pressLYNX/AXE TOUCHPOINTS PER 100 ACTIVE RESPONDENTS

Base: 1226 Lynx/AXE TouchPoints

11

Lynx/AXE has more % positive

touchpoints than PlayStation

BRAND TOUCHPOINTS – FEELING

Base: 4453 texts (brands stream)

155342

192

316

503

316

369

307 367

353

-67 -53 -70-31 -21 -26

344

469

-117-35-150

0

150

300

450

600

750

900

1050

1200

Nike

Lynx

PlayStation

Nokia

Very negative

Fairly negative

Neutral

Fairly positive

Very positive

Very negative

Fairly negative

Neutral

Fairly positive

Very positive

12

But the brands are connecting

through different touchpointsLYNX/AXE TOUCHPOINTS

Base: 1226 Lynx/Axe texts

416

306

9244

165

50 29 38 27 21 12 2 8 16 0

0

70

140

210

280

350

420

TV ad

Me Using

Shop / window

InternetPoster

Other using

Newspaper ad

Conv. w/o c'phrase

Magazine

Other

Radio

In the news

Event

Conv. w/ c'phrase

Conv. unspec.

184

133

233 225

66 56

101128

59 36 38 45 22 4 2

0

70

140

210

280

350

420

TV ad

Me Using

Shop / window

InternetPoster

Other using

Newspaper ad

Conv. w/o c'phrase

Magazine

Other

Radio

In the news

Event

Conv. w/ c'phrase

Conv. unspec.

PLAYSTATION TOUCHPOINTS

Base: 1332 PlayStation texts

17%24%

41%

23%

41%32%

24%18%

45%39%

37%

50%

38%

28%38% 45%

30%36%

13% 23% 15%

30% 24% 26%

-6% -8%-2% -5% -6% -10% -8%

-3% -1%

-1%-2% -1% -4%

-3% -3%-20%

0%

20%

40%

60%

80%

100%

TV ad Me Using Shop / window

Internet Poster Other using Newspaper ad

Conv. w/o c'phrase

13

Positive TV and usage with posters

more neutral for Lynx/AXE

CHANNEL FEELING – LYNX/AXE

Base: 1226 Lynx/AXE texts

Very negative

Fairly negative

Neutral

Fairly positive

Very positive

Very negative

Fairly negative

Neutral

Fairly positive

Very positive

14

Lots of very positive comments for the

TV ads

“Makes me laugh, you nearly always repeat the

catchphrase.”

“Saw advert which is very funny. My dad finds it offensive, which is also

very funny, so I annoy him with the catchphrase.”

15

But needs quick refreshment!

DINNER PARTY v SUPERMARKET EXECUTIONS

Base: week 1 – 45, week 2 – 43, week 3 – 91, week 5 – 52, week 6 – 31

Very negative

Fairly negative

Neutral

Fairly positive

Very positive

Very negative

Fairly negative

Neutral

Fairly positive

Very positive

13%

42%

15% 19% 19%

49%

30%

54%37%

58%

36% 16% 22%35%

16%

-9% -4% -6%-2%-2% -3% -6%

-5%

-30%

-20%

-10%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Dinner Party

week 1

Dinner Party

week 2

Dinner Party

week 3

Supermarket

week 5

Supermarket

week 6

“Saw the bom chicka wah wah advert again

today>it’s getting boring now!” 1/4/07, 22:04

16

Posters remind of ad but are

more neutral

“bom chicka wah wah –kept seeing the same

poster over and over again. It was kinda bland, but obviously eye catching.”

(neutral)

“In town with friends. Saw the poster at a bus shelter.

We were copying the advert. Funny.” (very

positive)

17

Seeing with others enhanced

potency

March 22nd, 2007, 08:55 Lynx, Poster, Fairly negative

“No one wants to think

about 70’s porn on their way

to work in the morning.”

March 22nd, 2007, 14:22 Lynx, Poster, Neutral

“On way back from lunch

with a few mates. Poster

was less unappealing.”

Same participant

Risk of catchphrase wear out

CATCHPHRASE TOUCHPOINTS - FEELING

Very negative

Fairly negative

Neutral

Fairly positive

Very positive

Very negative

Fairly negative

Neutral

Fairly positive

Very positive

96 10557

173

11158

62

13765

39

91

42

60

-63 -40 -27 -44

-236

-39-25

-35

91

141

-38-26

-300

-200

-100

0

100

200

300

400

Bovvered Just Do It Bom Chicka Yeah but no but Lovin' it

“Hate this catchphrase and the people who use it.” (Girl(s) Using, Very

Negative)

Although Tony Blair gave

Bovvered a boost!

“On breakfast news, Tony Blair sketch for Comic Relief, funny.” (fairly

positive)

By Week 4 Bom Chicka Wah

Wah had taken off

BOM CHICKA WAH WAH BEING USED – BY WEEK OF FIELDWORK

Base: 52 Bom Chicka Wah Wah being used texts (Catchphrase stream) (Note very low sample size)

2 2 13

24

15

0

10

20

WEEK 0 WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 5

25

21

Used in social networks

“Noticed a friend’s status on Facebook had the Lynx catchphrase>naturally I

had to sing it out as well.”

Being played with

“boom shakalaka”“boom shakalaka”“boom shakalaka”“boom shakalaka”

8%14%

25%

40%

36%

69%33%

37% 64%

23%

24%

50%

-8%-19%-8%

-8%

-10%

-25%

-30%

0%

30%

60%

90%

Any using Me Using Girl(s) using Boy(s) using Both using

Most positive when used yourself or

by girls!CATCHPHRASE USAGE FEELING - BOM CHICKA WAH WAH

(Note very low sample size)

Very negative

Fairly negative

Neutral

Fairly positive

Very positive

Very negative

Fairly negative

Neutral

Fairly positive

Very positive“Just got a text off a girl I like>☺.”

Kelly Brook attracts attention

“I was visiting Manchester at the weekend and a

billboard outside Old Trafford Stadium was advertising

a link to the website and some offer/competition with

Kelly Brook. I wanted to visit but can’t remember the

website name!”

“Kelly Brook on a poster, wow,

beautiful.”

“Advert in the Sun

newspaper. It was really

colourful, not something

you would expect to be

associated with a

deodorant advert! >it had

a picture of a lady in a

dress on the front.”

BUT isn’t linking to core campaign

A variety of digital touchpoints –

but could work harder

Fewer online touchpoints

than for other brands

Only small amount of

evidence that activation was

being picked up

Social networks

“At my friend’s on internet it

pop up that at Superdrug it

was down in price. It made

me go get some before it go

back up.”

Retail price ads

44

69

225

136

0

50

100

150

200

250

Lynx Nike PlayStation Nokia

Internet touchpoints for each brand

New fragrance and packaging

performing strongly

“I saw an ad in Maxim magazine

with a sniffer sample thing and it

smelled nice.”

“New shape can, new smell,

attracts the girls”

“That they have a new can design,

which is better when its in your bag

as it won’t go off, that they look

really cool in blocks.”

Overall Lynx and PlayStation

shift positively in favourability

BRAND ENERGY

Base: 428 respondents (brands stream)

PlayStation

Nike

Nokia

Lynx

TV/Poster effects ‘fun’ with

Usage effecting ‘expert’

TOUCHPOINT FORCE IT IS A BRAND THAT IS FUN – LYNX/AXE

Base: 428 Respondents (Brands stream)

16.0

32.4

10.0

22.7

9.1

-6.8

13.4

11.7

TV ad

Me Using

Shop window/store

Internet

Poster

Other using

Newspaper

Conv. w /o c'phrase

∗∗∗∗∗∗∗∗

∗∗∗∗∗∗∗∗∗∗∗∗ 95% confidence∗ 90% confidence

TOUCHPOINT FORCE IT IS A BRAND THAT IS EXPERT – LYNX/AXE

Base: 428 Respondents (Brands stream)

2.2

24.3

21.4

6.1

-2.3

7.9

7.6

-2.3

TV ad

Me Using

Shop w indow/store

Internet

Poster

Other using

Newspaper

Conv. w/o c'phrase

∗∗∗∗∗

∗∗∗∗

∗∗∗∗ 95% confidence∗ 90% confidence

In summary

Whilst Kelly Brook was a

great spokesperson for

Lynx, activation was

working less strongly as

not linked to core theme

New Product & Packaging

was appreciated

TV and Posters worked well in

combination, but frequent

refreshment needed to prevent

wearout

Variety of digital

touchpoints picked up but

could work harder

Saw 360 real-time, real world

picture as the catchphrase took off,

heightening engagement with the

campaign!