Sainsbury's

Transcript

1. Creative Briefing
2. Background • Founded in 1868 in Holborn, London • Currently holds 16.9% market share • Current tagline as of 2013 is ‘Live Well for Less’ • Operates over 1,100 supermarkets throughout the UK
3. Challenge Sainsbury’s message is not being presented in a way that resonates with consumers on an emotional level
4. Research Experiments and a focus group indicated that Sainbury’s had the least emotional resonance amongst leading UK supermarkets Waitrose was the most successful in evoking an emotional response
5. Research Lowest positive emotional response out of 6 leading UK supermarkets
6. Research 0" 1" 2" 3" 4" 5" Desire" S.m ulate" Happy" Sm art" Calm " Pre9y" Relief" Pride" Success" Expectant" Fine" Aggressive" Cri.cal" Boring" Annoying" Frequency) Emo-on)Word) Sainsbury's) 0" 1" 2" 3" 4" 5" 6" 7" 8" 9" Desire" Arousal" S7m ulate" Happy" Sm art" Calm " Fresh" PreAy" Pride" Expectant" Fine" Boring" Annoying" Frequency) Emo-on)Word) Waitrose) Sainsbury’s received 13 negative or neutral associations with its branding whereas Waitrose (with successfully emotional branding) only received 6
7. Research Focus group quotes
8. Failures The clearest example of failure was within Sainsbury’s television advertising. The Christmas day truce with a message in support of the Royal British Legion was used during the festive period. Although this evoked an emotional reaction with consumers it was completely unrelated to the offering of the supermarket. As well as this, non- seasonal advertising had an entirely different message, displaying a lack of consistency Christmas advertising Non - seasonal advertising
9. Successes Waitrose promoted a consistent message across their christmas and non seasonal adverts, both based around a child taking excessive care over something. This was then related to the fact that every Waitrose employee owns a share and therefore cares more. Using this type of narrative around a child made it emotional and easy for many people to relate to Waitrose’s key message Christmas advertising Non - seasonal advertising
10. Insight Sainsbury’s must consistently relate their message to the daily life of a consumer
11. Audience Sainbury’s current message is aimed at health conscious families. Those looking to be healthy without spending too much buying fancy or complicated ingredients. health conscious economising
12. Details Use Sainsbury’s current message but present it in a way that links closely to any daily element of a consumer’s life Deliver: 3 x print advertisements 1 x television advertisement 1 x christmas television advertisement, in-store display brand guidelines
13. Outcomes Increased emotional engagement with Sainsbury’s. Increased emotional engagement has been proven to be more memorable as well as create consumer involvement and sales Millward Brown, source: http://www.millwardbrown.com/docs/default-source/insight-documents/knowledge-points/ MillwardBrown_KnowledgePoint_EmotionalResponse.pdf