November 2009 study

See how this press ad from BPAY significantly contributed to brand values by improving familiarity and relevance while differentiating the brand.

Key findings:

  • This press ad contributed to the brand by helping build familiarity, relevance and differentiation.
  • The humorous execution delivers information while helping people feel good about BPAY, thereby encouraging consideration.
  • In contrast to similar advertisers, consumer response to what BPAY is communicating appears to be clear.


Download full results of BPAY's Creative Benchmarking research below.

Learn more about Role Map, one of The Newspaper Works' proprietary effectiveness measures.

Find out more about the six strategic roles that can assist Advertisers in connecting powerfully with consumers in newspapers.  

  

Go through past Creative Benchmarking research:

  • October 2009: Looks at NSW Health, TAC and McDonald's.   
  • September 2009: Featuring Bonds, Jetstar, Target and Colgate.
  • August 2009: Ads from NSW State Govt, OPSM, Foxtel, Meat & Livestock.
  • June / July 2009: Results for AAMI, Mars, Kit Kat and Virgin Blue show that issues on the Public Agenda can connect powerfully with consumers.
  • May 2009: Featuring ads by Dan Murphy's, Ikea, Coles, David Jones and Myer.
  • Coles rethinks press adverts: Coles enjoy a complete turnaround in the effectiveness of its advertising following a change in direction for its press activity.

 

November 2009 Creative Benchmarking - BPAY press ad (1m, PowerPoint (.ppt) format)