Standard Chartered Bank's Ideas That Changed The World campaign - Case Study December 2010
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Standard Chartered Bank’s Ideas That Changed The World campaign
Case Study
December 2010
Introduction
• Ideas That Changed The World (ITCTW) is a six part series (30 minute
shows) running on BBC World News and BBC Knowledge. The series is
funded by Standard Chartered Bank
• The series is broken down into six topics: architecture, aviation, medicine,
food, communication and economy and within each show, four world-
changing ideas are championed by an internationally renowned expert –
leading to 24 world changing ideas and 24 ‘champions’ by the series-end
• The series is supported by a microsite and on-air trails
• We spoke to 1,216 BBC World News viewers aged 25 or over in Hong Kong
(311), India (302), Singapore (302) and Indonesia (301)
• This case study evaluates the campaign as a whole, as well as focusing on
individual elements of the campaign for more detail
2
Content tested
Standard Chartered Bank (SCB) TV spot
Ideas That Changed The World show with SCB sponsored bumpers*
*NB respondents were shown the full 4 min version of the ITCTW branded show in the media reel, and a shorter 1
min version in the diagnostic section (when shown in isolation) 3
Key metrics
We looked at a range of metrics as the best campaigns move more than one:
• Standout
• Recall
• Awareness of the brand (Standard Chartered Bank)
• Impact on consideration and purchase intent
• Impact on communication objectives
• Engagement with the content
• Creative reactions
4
Key findings
Executive summary
• The branded TV show has very strong branding (with cut through over twice as high
compared to the TV spot). And when consumers are exposed to it the Standard
Chartered Bank (SCB) brand stands out more than the other traditionally advertised
brands in the reel
• Although both elements cause an increase in awareness of SCB, exposure to the
branded show causes a bigger increase – again reflecting its strong branding
• The TV spot, however, has the higher Emotive™ Power, hence it’s the most effective
element for bringing about increases in the key motivational measures (consideration
and purchase intent). However, when the branded content is added to the media mix,
brand performance is optimised; suggesting that there is good synergy between the
traditional TV spot and the branded content
• The increases in brand performance brought about by the combined media drive SCB’s
performance ahead of Citibank and just below the level of its leading competitor (HSBC)
• The combined media also drives an increase in softer branding measures, leading
people to see SCB as more ‘credible’, having ‘global expertise’ whilst also being
‘committed to the community’
• Overall the branded content is seen in a very positive light. It’s a ‘good idea’, and people
find it interesting and informative – not as common an occurrence in traditional
advertising 6
CUT THROUGH: The branded show has very strong cut through (suggesting
good branding), with over twice as many people mentioning the SCB brand after
seeing it compared to the TV spot
% who mention seeing the brand from the reel (unprompted)
TV spot only 23%
ITCTW show only 53% *
TV spot and ITCTW show 55% *
Rolex 52%
Emirates Airline 43%
From the control reel
Country Inns 23%
Vale 30%
Significant differences are highlighted with a *
Q1a You may have noticed advertising or other mentions of brands in the short video we played you (the news clip plus some advertising) or on the website.
Please write in below what brands, companies and products you remember seeing advertised or otherwise mentioned. Sample = c.200 BBC viewers aged 7
25+ per cell
RECALL: This effect is also seen in prompted recall of the bank, with those
exposed to the branded show significantly more likely to recall SCB than those
seeing the traditional TV advertising
% who mention seeing the brand from the reel (prompted)
TV spot only 52%
ITCTW show only 77%*
TV spot and ITCTW show 79% *
Rolex 81%
Emirates Airline 73% From the
control reel
Country Inns 48%
Significant differences are highlighted with a *
Q1b Which of these do you remember seeing advertised or mentioned in the short video we played you (the news clip plus some advertising)?
Sample = c.200 BBC viewers aged 25+ per cell
8
AWARENESS: Spontaneous awareness of SCB increases due to the individual
elements in the campaign; the traditional TV spot is again less effective than the
branded content for this measure
% aware of Standard Chartered Bank (unprompted)
Control 30%
TV spot only 35%
ITCTW show only 40%
TV spot and ITCTW show 45%
Significant uplifts vs Control cell for SCB are marked
SC1a Can you identify the names of up to five banking and investment services providers that come to your mind? These could be domestic or international
institutions. Sample = c.200 BBC viewers aged 25+ per cell 9
CONSIDERATION: The TV spot looks strongest for motivating consideration of
the brand; and when consumers are exposed to both elements consideration
rises significantly (ahead of Citibank but just behind HSBC)
% considering SCB bank if they were to switch banking providers
SCB (control) 32%
TV spot only 38%
ITCTW show only 35%
TV spot and ITCTW show 40%
HSBC 45%
Citibank 36%
From the control reel
Barclays 14%
JP Morgan 16%
Significant uplifts vs Control cell for SCB are marked
SC2 If, for any reason, you were to consider changing the banking and investment services provider(s) you currently use, or adding a new provider to your
current portfolio, which of the following would you consider? Sample = c.200 BBC viewers aged 25+ per cell 10PURCHASE INTENT: The increase in purchase intent caused by the TV
spot places SCB at the top of the market (along with HSBC)
% likely (8+ out of 10) to purchase new products/services or strengthen relationship with
SCB (control) 41%
TV spot only 47%
ITCTW show only 44%
TV spot and ITCTW show 46%
HSBC 47%
Citibank 42%
From the control reel
Barclays 22%
JP Morgan 25%
Significant uplifts vs Control cell for SCB are marked
SC5 How likely are you to acquire new products and services in the future or strengthen your relationship with each of these banking and investment
services providers? Sample = c.200 BBC viewers aged 25+ per cell
11What is the impact on the softer measures?
IMPACT OF COMBINED TV AD & SHOW ON BRAND PERCEPTIONS:
Exposure to the full branded content campaign does a good job of giving
them a more positive perception of the brand, compared to pre-exposure
+12% ‘brings global financial knowledge
and expertise to the local market’
+12% ‘consistently comes out with
relevant and new products and services’
+11% ‘strongly committed to giving
something back to the community’
+9% ‘is a credible bank’
SC7 Here are a number of statements that might be used to describe a banking and investment services provider, its people or the services it provides. For
each, please tell us how much the statement applies to Standard Chartered Bank and its banking and investment services. Sample = c.200 BBC viewers aged
25+ per cell 13Reaction to the different campaign elements
and combinationsMeasuring the emotional response
An important part of Ipsos Media CT’s approach to evaluating ads is that it
recognises the importance of emotion.
There is a lot of evidence supporting the importance of emotion as both the
gatekeeper and driver of decision-making…
Damasio, 1994: Rational decision making is “hard wired” to our emotions…
Zajonc 1980, Damasio 1999: Processing of emotions is independent of
working memory (cognition) and does not require attention
Shiv & Fedorikhin 1999: Emotion drives decision-making when time is
constrained with people relying more on intuition
Watzlawick 1962: Relationships are driven not by the rational message in
advertising but by the emotional content; it’s not just what you say, but how
you say it
15The CEP™ Test
100
The CEP™ Test is an
important part of our campaign
80
testing approach and was
developed with Dr Robert EMOTIONAL &
Heath, author of The Hidden EMOTIONAL 60
RATIONAL
Power of Advertising. PERSUASION
(tends to build a brand) 40 PERSUASION
This part of the test involves a (tends to build a brand and
forced exposure of the test ad, impart information)
20
followed by a series of
-100 -80 -60 -40 -20 20 40 60 80 100
questions where the
respondent rates the ad on 10
different elements. Using an -20
algorithm the responses to
Emotive Power
these elements are converted -40 RATIONAL
into a score for: NEITHER
(tends to be less
PERSUASION
-60 (tends to impart a message
- Emotive Power (strength of efficient overall)
but has less impact on long
subconscious feeling) term brand building)
-80
- Cognitive Power (strength of
conscious thinking) -100
Cognitive Power
16Some examples from brand TVCs show that traditional advertising can find it
hard to be both emotional and cognitive at the same time
100.00
In traditional TV
advertising the
Emotive Power
80.00 brand needs to be
central to the story
60.00 and the message –
‘brand as hero’ – to
get both cognitive
40.00
and emotional
power
20.00
0.00
-100.00 -80.00 -60.00 -40.00 -20.00 0.00 20.00 40.00 60.00 80.00 100.00
Cognitive Power
-20.00
-40.00
-60.00
-80.00 17
-100.00Benchmark for entertainment adverts one of the most emotive categories in
traditional advertising
100.00
Emotive Power
80.00
60.00
40.00
20.00
Average for all consumer ads
0.00
-100.00 -80.00 -60.00 -40.00 -20.00 0.00 20.00 40.00 60.00 80.00 100.00
Cognitive Power
-20.00
-40.00
-60.00
-80.00
-100.00
18The TV spot has good Emotive™ power, whilst the branded show is stronger for
having a Cognitive™ (rational) message; combined they synergise to make the
consumer feel good about the brand as well as imparting them with information
100.00
EMOTIONAL &
Emotive Power
80.00
RATIONAL PERSUASION
60.00
40.00
SCB TV SCB TV &
spot only ITCTW show
20.00
Average for all consumer ads ITCTW show
0.00
only
-100.00 -80.00 -60.00 -40.00 -20.00 0.00 20.00 40.00 60.00 80.00 100.00
Cognitive Power
-20.00
-40.00
-60.00
-80.00
-100.00
19CREATIVE IMPACT:
The combination of the branded show and TV is well liked by over half;
and over half of BBC World News viewers say they are ‘interested’ and
‘informed’ by the advertising/content
57% rate the campaign 8-10 out of 10
61% are ‘interested’ in the content
55% feel ‘informed’ by the content
Q4b Using the scale below, please tell us what you thought of this video (cell 1) / this website (cell 2) / these videos (cell 3 and 4) / these videos and website
20
(cell 5)? / Q4c Please tell us how you felt after watching this video (cell 1) / this website (cell 2) / these videos (cell 3 and 4) / these videos and website (cell 5).
Sample = c.200 BBC viewers aged 25+ per cellSumming up
• Usually in branded content, making sure the ‘branded’ part is well balanced with
‘content’ is tough. However, the branding in the ITCTW content is strong and is actually
stronger than in the TV spot. Thus the branded content makes the SCB brand stand out
more from the clutter, as well as making it more interesting than ‘normal’ advertising
• The TV spot and branded content are both well liked and are thought to be of good
quality. However the TV spot has higher Emotive™ power and as such makes viewers
feel emotionally engaged with the brand, which motivates an increase in consideration
and purchase intent for SCB. On the other hand, the branded show does a good job of
imparting a lot of interesting information, and this together with its strong branding
ensures the combined media optimises performance for the brand
• Stronger branding in the TV spot could help to increase the efficiency of the campaign,
with the branded content currently being the main driver for increasing awareness of the
brand and making it stand out from other advertising
21Thank you.
For more info, contact
Stewart Thomson (stewart.thomson@ipsos.com)
and
Andrew Canter (acanter@thebcma.info)You can also read
