February 2012

1. Newspaper Creative Benchmark Report Air Asia February 2012

2. It’s a component of the Newspaper Effectiveness Metric which is run by the newspaper industry marketing body, The Newspaper Works. A monthly study designed; • To measure and identify the effectiveness of newspaper creative • To help improve understanding of how to use newspapers effectively • To improve the understanding of the roles newspaper advertising can play • To improve the standard of newspaper creative • To provide a consistent metric that is accepted as the industry standard

3. Pre/post effectiveness studies, measuring in-market effects and how newspaper work with Television Comprehensive analysis of how newspapers can best be used to influence purchase behaviour Comparison of creative against category averages The Newspaper Works’ effectiveness partner:

4. Recognised industry measures + Newspaper measures Proprietary newspaper measures The Newspaper Works’ effectiveness partner:

5. This ad was one of three shown to respondents • Sample: Australians 16+ • Sample size: 100 • Test market: Sydney • Fieldwork:5th-12th February 2012 • Conducted online by Ipsos MediaCT • Benchmarks used: Newspaper Norms (see appendix for details)

6. Branded Newspaper Benchmarks

7. Newspaper Norm The ad performs well against more positive creative metrics including ‘Catches my eye’ and ‘Makes it easy to see what is on offer’ reflecting a strong and simple piece of communication

8. Branding removed +15 Newspaper Norm Brand linkage n= 18 Ad recognition is slightly higher than Norms. The ad generates interest at significantly high levels versus Newspaper Norms. Branding results are encouraging for a ‘new’ advertiser with a new offer in the market. Significantly different to Newspaper Norm at 90% c.l. Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research

9. +13 +16 Newspaper Norm This ad has achieved significantly high scores on two key brand equity measures. It helps improve familiarity and understanding, and is highly appropriate / relevant. Significantly different to Newspaper Norm at 90% c.l.

10. A high 79% of respondents are able to feed back very specific components of the main messaging in the ad.

11. What did the respondents say about the ad? New news Motivating Red common for airlines I like the ad. It is not cluttered, enough info but not too much. Makes me want to seek further info. I have never heard of Air Asia before but now I have and I will look to see where else they fly It makes it sound as if Kuala Lumpur is in my own backyard or as if KL is very accessible. to say any Sydneysider can fly over to KL...instead of saying any "Australian" Like the idea how there is a new airline to compete against Qantas and Jetstar The colour is confusing, same as virgin The ad worked. Made a lot of buzz in the media. I know heaps of people that booked flights It's very clear and direct about it's message, but the colour red is too similar to other airlines so the brand recognition is muddled

12. The word cloud strongly plays back the key message of the ad

13. Newspaper Norm Significantly different to Newspaper Norm at 90% c.l. The two strongest roles of this ad are to generate brand awareness and reappraisal, and motivate response. The ad achieves this with significantly high RoleMap scores for Reappraisal and Call to Action.

14. Newspaper Norm Significantly different to Newspaper Norm at 90% c.l. The ad seeks to send readers to the Airasia.com website and based on ‘likely actions’ from respondents it is highly successful at doing so. Its also very strong at generating Word of Mouth and encourages respondents to ‘remember for later’

15. This newspaper ad has been highly effective at introducing Air Asia to the Sydney market • The ad enjoyed strong levels of recognition and respondents were keen to act on such a compelling offer with very high scores for ‘Call to Action’ • The ad helped people learn more about Air Asia and drove high levels of Reappraisal. • With three ads tested now, we can see that Air Asia scores consistently well at driving Call to Action with their newspaper advertising. • This ad is a great example of how a strong newspaper ad can drive prospective customers to the web.

16. Comparison with other ads

17. Previously tested Air Asia ads The current Air Asia ad generates a similar Role Map to previously tested Air Asia ads.

18. Previously tested Air Asia ads Newspaper Norm The current ad generates an Action Map almost identical to the ‘Stonehenge’ execution we tested in May 2010

19. Air Asia generates a Call to Action in Newspapers #1 #2 #3 Across 13 ads tested in the Airlines category, Air Asia is #1, #2 and #3 at achieving the highest scores for Call to Action. The ‘Every Sydneysider can fly’ ad ranks #15 at driving a Call to Action versus our entire database of 400+ ads.

20. Other airline branding ads October 2011 October 2011

21. Virgin Australia and Qantas competing on Brand, while Air Asia focuses on price At the conclusion of the Qantas industrial action, there was an increase in branding activity from all airlines with both Virgin Australia and Qantas performing well at generating Affinity, however Virgin Australia won ground on driving Reappraisal.

22. High performing Airline Category ads September 2009 May 2010

23. High performing Airline Category ads Respondents appreciated the information provided in the Jetstar ad (which was supported by a TV campaign) which promised a positive customer experience. The Air NZ ad offered a menu of choices to their customers which resonated well with respondents.

24. Top Performers on Rolemap

25. 6.2x Higher than norm 5x Higher than norm 2.4x Higher than norm 2.9x Higher than norm 8.0x Higher than norm 3.8x Higher than norm All newspaper norm. December 2011 (Updated monthly)

27. Established in 2006 by the major Australian newspaper publishers: • News Limited • Fairfax Media (including Rural Press) • APN News and Media • West Australian Newspapers • Represents paid national, metropolitan, regional and community titles. • Primary aims: • To promote newspapers as a powerful medium for advertisers • To ensure that newspapers are perceived as being contemporary and relevant in a transforming media landscape

28. Creation of All Newspaper norms • Testing of randomly selected newspaper display ads • 5,100 ad observations in total • 40 test ads, 100+ observations per ad • Population representative sample of the five mainland state capitals • Conducted online by Ipsos Media CT, July-August 2008 • Sample size 1,737

29. Newspapers are a powerful medium to utilise across a broad range of strategic roles. Six strategic advertising roles have been validated both qualitatively and quantitatively, resulting in the creation of Role Map, one of two proprietary newspaper metrics. Role Map demonstrates how consumers connect with newspaper advertising across the six roles, comparing the performance of creative against a footprint of all ads tested. Retail average Statements are tailored to be appropriate to the advertising category.

30. Newspapers are recognised as an effective medium for delivering a Call to Action. Action Map, the third proprietary newspaper metric, expands on this strategic role to provide an understanding of the types of action a newspaper ad inspires. Measured via forced exposure, people are asked about the actions they would consider taking (or have taken) as a result of seeing the ad. New measure introduced in March 2010, norm not yet available.

31. Another proprietary newspaper metric provides a set of creative diagnostics unique to the attributes of newspaper advertising. They’ve been developed to help identify areas for improvement where results across other brand and advertising measures may require further analysis and interrogation. Statements are tailored to be appropriate to the advertising category. Retail average