KIA

M E D I A R AT I O N A L E
2 5 M AY 2 0 1 3
TOUCH POINT V1 27.6.13

INTRODUCTION
Product

: Barclays Platinum Worldmiles Credit Card

Objective : Product awareness

Target market : AB earning more than 50k
Duration

: Jul 2013 Aug 2013

Methodology : Media tracking: TNS Analysis & DCDM

Marketing Q1 2013
Budget

: TBD

Output: Radio, Press, Internet and Mailers

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TM TOUCH POINTS
Target market: AB earning more than 50k
Places

Touch Points

Receptivity

Home

Press, Radio, Internet, Mailers

+++

Flight

Press, TV

+++

Car

Radio

++

Office

Press, Internet, Mailers

++

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CHOICE OF MEDIA MIX

Target markets: AB earning more than 50k
Population size: 44,992
What media is consumed?
Based on TNS Analysis Q1 2013

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Media Mix Barclays

9%

65%

26%

TV
RD
PR
BB
IN

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CAMPAIGN REPORT

TOUCH POINT V1 27.6.13

PRESS RATIONALE
Conveys message quickly
High emotional attachment
High reach
High CPT
Geo-localisation
Artwork Impact can be high for e.g a Full page &
Specific pages

TOUCH POINT V1 27.6.13

CHOICE OF PRESS
DAILIES
Dailies : LExpress, Le Defi Quotidien and Le matinal
Strategic positions have been chosen to maximise impact

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CHOICE OF PRESS
WEEKLIES

Weeklies : Weekend, 5-Plus Dimanche and Le Defi Plus

Strategic positions have been chosen to maximise impact (Specific
RHS)

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CHOICE OF PRESS
MAGAZINES

Weeklies : Business Mag

Business Mag - Strategic positions have been chosen to maximise
impact (Spec RHS)

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PRESS MEDIA PLAN

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RADIO RATIONALE
Support available away from home
Can listen even when active e.g driving
Perceived as one on one communication
For light type of communication
Low production cost
Effective medium

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CHOICE OF RADIO
CHANNELS
Channels : Radio Plus, Best FM & Radio One
Peak morning slots proposed.

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RADIO MEDIA PLAN

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DIGITAL MEDIA
RATIONALE
Cost Effective
Wider coverage
Targeted audiences
Easy audience engagement
Better ROI (Return on Investment)

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DIGITAL MEDIA PLAN

Channels : Orange.mu and Watiwala mailers

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