Brand: Comet
Category: Retail
Media: TV and National Newspapers (print and online)
Target Audience: Adults 30-55, with children
Media Spend: Brand TV £1.0m; Tactical TV £2.6m; Brand Newspapers £0.6m; Tactical Newspapers  £1.4m; Online newspapers £0.1m
Marketing Objective: Differentiate Comet through communicating a great range of customer service initiatives (brand). Extend into specific product/ price messaging (tactical).

 Role of newspapers

Due to their mass reach newspapers can quickly influence the opinions and attitudes of a nation. Comet used this medium to boost the impact of its TV campaign, to increase audience reach, drive customer service perceptions and strengthen sales.

• Adding brand ads in newspapers strengthens brand equity and drives visits
• Brand bonding up a third with TV plus newspapers
• Brand newspaper ads improved Comet's image on key service measures
• Newspapers stimulated 29% increase in people choosing Comet on last visit to buy electricals
• Newspaper brand ads enhanced the customer service proposition
• Adding a newspaper brand campaign boosted TV performance. Branding, communication of customer service, emotional engagement and persuasion of the TV ad were all improved when seen alongside a linked brand newspaper ad

The campaign consisted of brand and tactical TV ads running alongside brand and tactical newspaper ads. The campaign dates were September to December 2008.

Brand tracking by Millward Brown was conducted pre and post the campaign amongst the same respondents.

 Download the PowerPoint - Methodology: Millward Brown

Read our research into the retail category at Christmas