August 2009 Creative Benchmarking - OPSM
(1m, PowerPoint (.ppt) format)
August 2009 study
Newspapers helped deliver a compelling message, clearly!
OPSM ran its strong offer of $100 off glasses under the headline ‘Don’t let your eyes stop you reading’ in July, providing us with an opportunity to test it in our August creative benchmarking study.
The creative approach taken set the ad apart from many retail offers with its eye-catching headline approach and strong visual appeal, which consumers considered made the ad distinctive.
The ad also tapped into an issue of concern (healthy eyesight) and was considered to have put an important issue on the Public Agenda, stimulate a rethink about the brand and prompt a Call to Action.
The ad also proved effective in impacting on brand equity by differentiating the brand.
Download the Powerpoint version of OPSM results below.
Learn more about Role Map, one of The Newspaper Works' proprietary effectiveness measures
Learn more about the strategic roles of Public Agenda and Call to Action.
