NRMA’s data crunching suggested the brand would get more bang for buck by putting some of its sports marketing budget into entertainment. So it pulled out of The Broncos, unwound its Collingwood sponsorship and, flipping from a local club to national strategy, “made the biggest bet we’ve ever made on Cricket Australia,” per IAG Acting CMO, Zara Curtis. She recycled the remainder into cinema, last year “owning the top ten films” via Val Morgan category exclusivity, and using cinema first on the plan to launch longer-form versions of its ads, before pushing out shorter cuts to TV. Wise move, says Matt Sandwell at research firm The Owl Insights, because in a fragmented media landscape, “water cooler moments” are rare beasts. Per the firm’s research, sport is still the number one cultural connector and memory encoder. But it’s expensive and crowded. Cinema is number two – and can deliver better bang for buck. Esports, he says, are another cost-effective bet, along with live theatre, but don’t deliver at scale. Curtis says NRMA’s tracking proved the theory: “We saw 50 per cent more efficiency in driving a brand uplift across recognition and brand cut through recognition tracking at 55 per cent, branding at 84 per cent, and cut through at 46 per cent.”

NRMA’s data crunching suggested the brand would get more bang for buck by putting some of its sports marketing budget into entertainment. So it pulled out of The Broncos, unwound its Collingwood sponsorship and, flipping from a local club to national strategy, “made the biggest bet we’ve ever made on Cricket Australia,” per IAG Acting CMO, Zara Curtis. She recycled the remainder into cinema, last year “owning the top ten films” via Val Morgan category exclusivity, and using cinema first on the plan to launch longer-form versions of its ads, before pushing out shorter cuts to TV. Wise move, says Matt Sandwell at research firm The Owl Insights, because in a fragmented media landscape, “water cooler moments” are rare beasts. Per the firm’s research, sport is still the number one cultural connector and memory encoder. But it’s expensive and crowded. Cinema is number two – and can deliver better bang for buck. Esports, he says, are another cost-effective bet, along with live theatre, but don’t deliver at scale. Curtis says NRMA’s tracking proved the theory: “We saw 50 per cent more efficiency in driving a brand uplift across recognition and brand cut through recognition tracking at 55 per cent, branding at 84 per cent, and cut through at 46 per cent.”

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week...

Mi3 Audio Edition

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)

  For more episodes download the free LiSTNR app.

A weekly wrap of the &ldquo;must-know&rdquo; developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)
&nbsp; For more episodes download the free LiSTNR app.

Advertisement