Evaluating the effectiveness of the NRGP s communication campaign

Transcription

1 Evaluating the effectiveness of the NRGP s communication campaign Findings of a study analysing the effectiveness of the TV, radio and print advertising campaign implemented by Corporate Image on behalf of the National Responsible Gambling Programme 24 February 2012

2 Background to the study Corporate Image implements a multi channel strategy aimed at communicating to the broad public, the message that gambling should always be done in a responsible manner. Sentinel Consulting was commissioned to conduct a research study aimed at providing feedback on the following objectives: 1. Effectiveness of various element contained in the communication campaign 1. Awareness 2. Recall of content/message 3. Rating the effectiveness in achieving its goal 2. Establish the preferred mode of communication 2

3 Overview of methodology A true measure of advertising effectiveness is a highly costly research format and would have required a pre implementation reading, which was not possible. Due to budget constraints, a combination of a quantitative and qualitative approach was followed to gather as much information as possible. Quantitative intercept interviews were conducted, followed up with short, vox pops, on camera interviews with participants. During the intercept interview, a structured questionnaire was administered and provided good, solid numbers to back up the qualitative feedback. During the on camera interview phase, qualitative feedback was gathered to gain a deeper understanding of how they perceived the various advertisements and what they believe could be more effective. 3

4 Sample focus of the study Taxi users 60 intercept interviews with users of the Park Station taxi rank in Johannesburg They need not to have been gamblers Casino users 113 intercept interviews with users of casinos 60 at GrandWest and 53 at Carnival City On camera interviews at Carnival City Participants had to have gambled in the last year 4

5 Profile of taxi users How often do you use this taxi rank? Taxi age profile Daily Once or twice a month 4 to 3 times a week Once a month or less or older Taxi total monthly HH income Taxi population group Taxi gender Less than R8,000 More than R8,000 Black White Coloured Indian Male Female 5 Refused to answer

6 Profile of taxi users 85.1% used the rank daily Good age spread with a slightly higher percentage between 25 and 49 years More than 75% had a total monthly house hold income of more than R8,000 Predominantly black 83.3% Balanced gender profile 6

7 Profile of casino users How often do you visit the casino? Casino age profile Daily Several times a week or older Several times a month Every other month At least once a year Casino total monthly HH income 13.3 Casino population group 2.7 Casino gender Less than R8,000 More than R8,000 Black White Coloured Indian Male Female 7 Refused to answer

8 Profile of casino users Regular visitors to a casino more than 70% visited a casino several times or more a month Majority are 35 and older 68.2% Nearly 40% has a lower than R8,000 total monthly HH income, while the balance has a total monthly HH income of more than R8,000 Just under 40% of participants were black, 35% white and 22% coloured. Balance of 2.7% were Indian Slightly more males than females 8

9 Gambling behaviour gambled in the past 12 months Taxi users Casino users Yes No Yes No 9

10 How taxi users view gambling Lucky draws 5% Limited Pay out Machines 3% Fafi / ichina 8% Betting on horse racing 3% Electronic slot machines 3% Card games 3% National Lottery 75% 10

11 How casino users view gambling Dice games 5% Sport betting 2% Scratch cards 2% Betting on horse racing 2% Playing games for money 3% Fafi / ichina 1% Lucky draws 1% Bingo 2% Limited Pay out Machines 1% Slot machines 31% Electronic slot machines 10% Card games 12% Roulette 15% National Lottery 13% 11

12 Summary of gambling behaviour 50% of taxi users have gambled in the past 12 months All casino users had to have been gamblers Taxi users have a far less complex view of gambling and the National Lottery was mentioned 75% of the time Casino users, on the other hand, have a far more complex view of gambling and mentioned many formats with slot machines coming up as the most mentioned 12

13 Media usage TV followed by radio is most preferred and most often used media Watched TV in the past week Listened to radio Read a newspaper Casino Taxi Read a magazine Surfed internet/social networks

14 Media usage Most trusted sources of important information Church or religious leaders Friends and family TV None Radio Newspapers Magazines Casino Taxi Social media sites Community leaders Colleagues / co workers Other 0 14

15 Media usage SABC 1 and etv for Taxi users, casino users prefer DStv DStv/Mnet SABC SABC Casino Taxi SABC TV usage in last week 87.6% of casino users 95% of taxi users etv

16 Media usage Metro FM is preferred by most taxi users. Leading local stations attract equal attention amongst casino users Good Hope FM Highveld Stereo Ukhozi FM Heart FM Lesedi FM RSG Motsweding FM Metro FM Cape Talk 5 FM Casino Taxi Jacaranda Kfm Talk Radio 702 Other Umhlobo Wenene FM SA fm Radio usage in last week 60.2% of casino users 53% of taxi users 16

17 Media usage Daily Sun is read often by taxi users. GrandWest users are avid readers of the Argus Argus 39.5 Cape Times 10.5 Sowetan Citizen Beeld Die Burger Daily Voice Casino Taxi Daily Sun Sunday Times Rapport Newspaper usage in last week 33.7% of casino users 33.3% of taxi users Business Day

18 Media usage You, Huisgenoot and Drum are most often read magazines You Huisgenoot CAR Drum Men s Health Fair Lady Sarie Rooi Rose Living and Loving Kickoff FHM Cosmopolitan Bona True Love Soccer Life 442 Real Move! Garden & Home Foschini Club Casino Taxi Magazine usage in last month 31% of casino users 20% of taxi users 18

19 Media usage Twice as many taxi users visited social networks than casino users. Facebook is the most preferred by both segments Facebook MXit 15 Twitter Casino Taxi Cannot recall 10 Social network usage in last week 17.7% of casino users 32% of taxi users Other 5 19

20 Summary of media usage TV is the most preferred medium It is, however, not the most trusted source of important information Religious leaders followed by family and friends are rated as the most trusted sources for important information. Within the media sector, TV is rated highest, followed by radio, newspapers and then magazines. SABC 1 and etv are the most preferred by taxi users, while casino users prefer to watch DStv. You, Huisgenoot and Drum are favourite reads across both segments Although usage is relatively low, Facebook is the most preferred social networking site. 20

21 Overview of approach TV ad Have you seen this TV advertisement? What is the ad about? (MMP) Taxi Casino Responsible gambling People losing money when gambling Gambling That you must stop gambling before you lose all your money That gambling is a bad thing Stop gambling Encourage people not to gamble Taxi No Yes Casino Goal of ad is to communicate message of responsible gambling. Did it succeed? What do you think was the aim of this ad? What did they want to communicate? MMP Taxi Casino You must gamble responsibly Gambling can be dangerous if you are not careful You must stop gambling before you run out of money That gambling is bad for you Taxi Casino No Yes 21

22 Evaluation of TV advert Overall, participants could identify the content/aim of the ad correctly and more than 90% reported that they felt that it succeeded in communicating the message of responsible gambling. Qualitative feedback Positive feedback Funky, catchy music Had a hard hitting message you will lose everything if you are not careful 22

23 Overview of approach radio ad Have you heard this radio advertisement? What is this ad all about? (MMP) Taxi Casino Responsible gambling Gambling People losing money when gambling That gambling is a bad thing That you must stop gambling before you lose all your money Taxi No Yes Casino Goal of ad is to communicate message of responsible gambling. Did it succeed? What do you think was the aim of this ad? What did they want to communicate? (MMP) Taxi Casino You must gamble responsibly Gambling can be dangerous if you are not careful Taxi Casino You must stop gambling before you run out of money No Yes 23 That gambling is bad for you 4.7 6

24 Evaluation of radio advert Overall, participants could identify the content/aim of the ad correctly and more than 95% reported that they felt that it succeeded in communicating the message of responsible gambling. Qualitative feedback Positive feedback Crisp, clear message 24

25 Festive Season ad campaign 25

26 Overview of approach festive ads Have you seen this Festive Season advertisement? Goal of ad is to communicate message of responsible gambling. Did it succeed? Taxi 31.9 Casino Taxi Casino No Yes No Yes 26

27 On camera feedback (verbatim quotes) Perhaps makes gambling look too good Showing a flush could invite people to go and gamble Overall, they wanted the negative association with gambling stronger. 27

28 Adverse effect on people ads 28

29 Overview of approach people ads Have you seen this People advertisement? Goal of ad is to communicate message of responsible gambling. Did it succeed? Taxi No Yes 29.6 Casino Taxi Casino No Yes 29

30 On camera feedback (verbatim quotes) Shows real impact of irresponsible gambling Strong message Has shock value Shows how the loss hurts Pictures could be even more shocking This is reality Shows the impact/consequences well Overall, this series of ads were seen as the strongest and most effective in communicating the message of responsible gambling 30

31 Generic gambling formats ad campaign 31

32 Overview of approach Have you seen this Gambling formats advertisement? Goal of ad is to communicate message of responsible gambling. Did it succeed? Taxi 28.6 Casino Taxi Casino No Yes No Yes 32

33 Overall, this series of ads were not as clearly seen as the others although the target market is not aimed at this audience group but at policy makers 33

34 Youth Day ad campaign 34

35 Overview of approach Have you seen this Youth Day advertisement? Goal of ad is to communicate message of responsible gambling. Did it succeed? Taxi No Yes 34.5 Casino Taxi Casino No Yes 35

36 On camera feedback (verbatim quotes) Change the dice to another combination the dice show a 5 and 2 which is a Bob a winning combo It s cool like the traffic sign The younger participants thought these were funky and spoke to them. 36

37 Women s Day ad campaign 37

38 Overview of approach Have you seen this Women s Day advertisement? Goal of ad is to communicate message of responsible gambling. Did it succeed? Taxi Casino Taxi Casino No Yes No Yes 38

39 On camera feedback (verbatim quotes) I can associate with it if I gamble I cannot buy new shoes Overall, the feedback was mixed. 39

40 Evaluation of print ads Taxi users are not as discerning as Casino users when it comes to effectiveness. They reported that they felt that the ads achieved the goal of communicating that gamblers should be responsible. 40

41 Evaluation of print ads Casino users had much to say: Should be always hard hitting and depict the serious/dangerous side of gambling Focus on the reality the consequences of gambling Focus on the innocent victims such as children They felt that the People effected by gambling series achieved this goal extremely well Casino users even got creative and made some suggestions for future ads!: Christmas dinner table without any food Kids going without food / begging on the street 41

42 Taxi branding 42

43 Overview of approach Have you seen Taxi branding like this? Goal of ad is to communicate message of responsible gambling. Did it succeed? Yes No Yes No Users of Park Station Taxi rank only 43

44 Evaluation of taxi branding Qualitative feedback The black taxi stands out within the sea of white taxis 44

45 Overview of approach Can you recall the slogan used in all the advertising campaign? Taxi Yes No Casino What is the slogan? Taxi Casino Winners know when to stop Stop gambling

46 Conclusions TV ad Awareness levels are good and the general consensus is that the ad achieved its goal Radio ad Awareness amongst casino users is very high and the majority reported that they felt that it succeeded in communicating the message of responsible gambling Print ads Awareness amongst taxi users and casino users is good The majority reported that they felt that the ads succeeded in achieving their goals. Casino users suggested we upweight hard hitting messages 46

47 Future focus and next steps for Corporate Image GENERAL APPROACH 1. Try again to persuade churches to allow us to advertise in their magazines 2. Focus TV advertising on TV1 and e TV 3. Preferred radio stations are Metro, Lesedi and Umhlobo Wenene for lower LSMs and GHFM, Highveld, Heart and Ukhozi Fm for casino punters 4. The Daily Sun is by far the most influential newspaper amongst lower LSMs 5. Retain other media to reach different audience groups (policy makers and politicians are avid readers of Business Day and Business Report) NEW ADVERTISEMENT CONCEPTUALISATIONS 1. A new ad in the People range (the most effective) featuring children as victims of gambling addiction 2. A new ad which depicts a Christmas table, all set out, with children at the table but with no food or refreshments and a Christmas tree with no decorations or presents 47

48 THANK YOU 48