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Media Intelligence : 2008 Intelligence
BigW’s 30-second spot Free to Air television was always in the picture for a big brand relaunch, says Lynne Testoni, NationalMarketing Manager, Big W. How does Free to Air TV fi gure in Big W’s overall communication strategy? It is an important part of our strategy. We advertise at critical parts of the year. We use lots of different mediums with the largest percentage of our advertising budget going towards catalogues and below the line. In terms of the above the line, Free to Air TV (FTATV) is the majority of our spend. FTATV remains relevant because sometimes a mass advertising medium is still the best way to communicate a message to a large group of people at once. FTATV is still a fantastic mass advertising medium. Are you satisfi ed with the information and research that is being provided to measure your ROI? I think it is quite good. I think that FTATV gives you better analysis than some of the other mediums. Certainly there has been some controversy about radio, and press readership is always called into question so I think the FTATV research is a bit more rigorous. Woolworths as a corporation does a lot of customer research and we tend to do a lot of tracking analysis based on our sales by tracking items that we might have advertised, whether it is in press, or on television or in a brochure. We look at a lot of diff erent metrics including those coming from our agency, from FTATV and then we overlay it with our own stuff . That completes the picture for us. Can you tell us about a recent campaign that drewon the strengths of television to deliver results? We did a lot more television than we normally do as part of last year’s Big W re-branding. The re-branding campaign was conceived to keep Big W fresh and relevant. It had been almost 20 years since our last branding update. We have done much in our stores to modernise the shopping experience and we wanted our look to refl ect this. The new TVC was planned to reinforce us as a destination for home and family and to connect with our customers in an emotional way. We used a number of weeks of just brand advertising, and then we moved into products. It was a stronger call to action. We feel it has been very successful. We have been doing some brand analysis on it and anecdotally, we have heard some very positive things about it and we are feeling confi dent. I think FTATV is the best place to relaunch a new brand and while we did use other media, the predominant medium was always FTATV. MEDIA Trends + Strategy 37