Business Science UK wins the 2016 Marketing Week Award for Insight Innovation

The automotive industry has been working in the dark for years when it comes to understanding the efficiency of one offer versus another.  Utilising real world consumer responses, we have now changed this to enable forward facing but risk free offer planning.

The challenge

We know from econometric analysis that the competitive strength of Skoda's offer and pricing drive a significant portion of their sales volume.  Due to the size of the contribution, it is key to understand the levers of this in more detail.

The answer

For the first time in the Automotive Industry, MediaCom Business Science applied their Proposition Optimiser tool to understand the relative strength of pricing and offers.

The result

“ The tool is now integral to the ŠKODA tactical Planning forum and is used across the brand by all of the key stakeholders” Erica Vernon, ŠKODA National Communications Manager

 

 

Business Science UK are shortlisted in the 2011 Data Strategy Awards for our work on DigitalUK

Digital UK faced a mammoth task when it had to educate the entire nation about TV aerial switchover from analogue to digital. The campaign needed to communicate with everyone and leave no one behind as this would have resulted in a loss of all TV channels. 

The CHALLENGE

Of the UK’s 26 million households’ 80% had to do something to their TV equipment as a result of switchover; although many were unaware of this. Digital UK was responsible for making sure switchover happened as simply and smoothly as possible and ensuring people knew what to do, and by when.

The switchover was rolled out TV region by TV region. Prior to communications, 93% of the Central population were unaware of when the digital switchover was happening.  This equates to 600,000 households.  Forecasts suggested that 125,000 households could have been unaware of when their TV signal was going to switch and end up left behind. Central provided a particular challenge concerning date communication. The Central TV region is made up of a number of transmitters switching on different dates and surrounded by overlapping TV signals.  

The RESPONSE

Throughout the switchover programme, we performed continual econometric measurement within each of the regions. This provided us with a wealth of benchmarks to aid planning and buying decisions.  Historically the strongest growth in awareness has been seen in regions where we are able to advertise the date of switchover on TV, however in Central, this was not possible as consumers in the region could be receiving their TV signal from a number of transmitters which switch on different dates.  Furthermore, the individual transmitters’ footprints did not match any media footprints, making date communication through other media more difficult.  New outdoor creative had to be developed for Central to communicate multiple dates in areas affected by more than one transmitter.  It was decided to direct mail a post card with the exact date each area would switch on.  By incorporating data from previous regions, with the new timings for Central, the model told us the approach was likely to work, even though we hadn’t done it before.  Detailed post code mapping from our engineering transmitter database allowed us to send the right card to the right area.

The RESULTS

As a result, by -1 week, 98% of viewers had converted their main TV set in advance of the switchover.  The close integration of the communications activity and the econometric modelling, backed up by detailed mapping enabled us to identify a problem early and correct it with just the right level of investment.

“The econometric modelling has become an integral part of our communications strategy, providing a constant outlook on how regions have and are expected to perform up to the date of switchover. Without the monthly insight, it is highly likely we would have missed the later date awareness targets in Central A”
— Beth Thoren, Director of Communications at Digital UK

Business Science UK win Best Use of Multi-Media Award in Clear Channels Outdoor Planning Awards in 2012

Digital UK faced a mammoth task when it had to educate the entire nation about TV aerial switchover from analogue to digital. The campaign needed to communicate with everyone and leave no one behind as this would have resulted in a loss of all TV channels. 

The CHALLENGE

Of the UK’s 26 million households’ 80% had to do something to their TV equipment as a result of switchover; although many were unaware of this. Digital UK was responsible for making sure switchover happened as simply and smoothly as possible and ensuring people knew what to do, and by when.

The switchover was rolled out TV region by TV region. Yorkshire switched in August 2011. The challenge in Yorkshire was to ensure 2.65m households were ready for switchover. What made the task difficult was the high proportion of ‘traditionalists’ in Yorkshire. This audience (women, 65+, C2DE, living alone) are most resistant to change and tend to be analogue viewers – therefore were those most at risk! In addition, Yorkshire has 5 TV transmitters, all of which were due to switch over on different dates. 

The RESPONSE

Region-wide TV, Press and Radio were run 6 months in advance to prepare people for the switchover. A clear, uncomplicated message was then relayed through the use of outdoor advertising, enabling a true local focus. 

Micro-regional TV & outdoor were prominent in delivering ‘Date awareness’ messaging with other touchpoints playing a supporting role: press, radio, roadshows, community centres, PR and door drops.

Multiple OOH formats were bought to communicate with people at every opportunity.  Roadside 6 sheets, 48 sheets and 96 sheets provided blanket coverage against each transmitter. StreetTalk (BT Phone Kiosks) were utilised to penetrate town centres and more suburban areas where roadside formats didn’t have such a strong presence. Thus ensuring the message could not be missed.

The RESULTS

Yorkshire far exceeded targets at each critical point leading up to the switchover. Outdoor had worked especially hard in Yorkshire within the multi-media mix. Outdoor proved to be 40% more efficient at driving awareness of the switchover date in Yorkshire than in other region.