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CAMPAIGN OF THE MONTH - Plusnet gains Buzz with local roots

Article from: 
Wed, 31/08/2011 - 09:07
Joe and his lawn-mower riding dad

Yorkshire-based broadband company Plusnet returned to UK TV screens with the first advert in a new campaign premiering at the beginning of August. The advert, launched to mark Yorkshire Day, features straight-talking Joe who featured in the broadband company’s campaign last year. The ad also introduces Joe’s lawn-mower riding Dad.

Focussing on the brands Sheffield roots, the ad sees Joe introducing a host of unusual characters from his local community, including: the local bobby, mechanic, stuntman, the ‘man who shouts at ducks’, a spy, and of course his Dad ‘local man riding his lawnmower down the street’. The ad highlights the locality of the company’s UK-based call centres, and the 24/7 availability of support.

Buzz on Yorkshire Day (August 1) stood at 1.9 points, and by August 29 had risen to 7.1 points. The ad also saw a small but significant increase in the overall brand health, with Index scores increasing from 1.6 points at the start of the month to 3.1 points on August 26.

The next ad in the series, released later in August, sees the Plusnet brass band perform the Kaiser Chiefs Ruby and highlights the company’s value for money, so it will be interesting to see if the new message will be reflected in the company’s Value scores on BrandIndex, as well as maintaining the increase in Buzz.

The Index Score:
Every day, 2000 BrandIndex respondents rate brands either positively or negatively across 7 measures to provide a unique set of measures (Quality, Value, Reputation, Impression, Advocacy, Satisfaction and Buzz) on brand perception. For each one, the proportion giving a negative answer is taken away from positive to give a single score that can range from -100 to +100. All but Buzz (a measure of how positive or negative the “noise” around a brand is) are combined to form an Index score – a comprehensive measure representing a brand’s health.

Buzz scores for Plusnet
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Index scores for Plusnet
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