x Quantifying Location Placement Value Prague - Somewhere Only We Know
布拉格 -‐ 有一个地方只有我们知道 June 2015
Contents
1. Context, Objectives, Scope & Stats
2. Location Placement Value
3. Qualitative & Quantitative Audience Insights
4. Interactive Insights Dashboard
5. Conclusions
6. About Us
Quantifying Location Placement Value: Context
CONTEXT
A body of academic research suggests film and TV productions deliver added marketing value to a region through increased exposure and the “screen tourism” that results from a location being featured in the production. This location exposure represents a valuable commercial opportunity to the tourism sector. Human Digital (now M&C Saatchi Native) were tasked with proving this in an holistic way, understanding the interplay between online & offline in the tourism decision making mix.
OUTCOME
M&C Saatchi Native are now able to: ① Quantify the additional (location advertising) value that film and TV productions can deliver through ‘location placement’, beyond the primary production spend. ② Provide a quantitative methodology to assess the ‘location placement’ value of any film or television production in any city or country around the world. ③ Assess the return on investment and media value (in advertising terms) that the respective region / city achieves through featuring in a film or TV production.
Methodology ONLINE
OFFLINE
MEANINGFUL EXPOSURE
EXPOSURE VALUE
PROPORTION OF LOCATION MENTIONS
MINIMUM VIEWERS
DUNBAR’S NUMBER
MINIMUM ADVERTISING COST
Percentage of location mentions = The minimum proportion of production-related conversation that also references regionspecific locations (which was anywhere between 0.01 and 20% depending on the production). Minimum viewers = The least amount of people that have viewed the production according to Euroscreen’s figures, other sources, and adjustments for inflation when using older box office figures. Dunbar’s Number = The most meaningful social connections someone might have (this is generally accepted as roughly 150), rather than larger social media ‘follower’ or ‘friend’ figures. Minimum Advertising Cost = The least value that would be spent in generating equivalent exposure, using the present cost of premium online advertising (£0.025/€0.035 per impression).
Project Objectives & Scope
Objective
To quantify the location placement value for Prague in the Chinese market for the film “Somewhere Only We Know”.
Scope
Analyse Chinese commentary from the date of release for “Somewhere Only We Know” up to 3 months, translating from Mandarin to English for the purposes of analysis & reporting.
Film
Location
Primary Language
Dates
14 February 2015
Secondary Language
to 14 May 2015
Prague
Research Statistics
QUANTITY OF LPV CONTENT (SAMPLE SIZE)
197
CHANNELS ANALYSED
RELEVANT & INFLUENTIAL COMMENTATORS
SINA WEIBO
ANALYSED CONTENT
TOTAL REACH (APPROX)
24,000 UGC FILM POSTS 8,800 All MEDIA FILM POSTS 1,800 FILM & LOCATION POSTS 9,400,000
TENCENT WEIBO IMDB INSTAGRAM
MINIMUM TOTAL IMPRESSIONS
NUMBER OF SOCIAL PLATFORMS
6 POPULAR CHANNELS
DOUBAN
Calculating Location Placement Value ONLINE
OFFLINE
MEANINGFUL EXPOSURE
EXPOSURE VALUE
PROPORTION OF LOCATION MENTIONS
MINIMUM VIEWERS
DUNBAR’S NUMBER
MINIMUM ADVERTISING COST
0.006
11,870,000
150
€0.035
Source: Online User Generated Commentary, February – May 2015
Somewhere Only We Know / 有一个地方只有我们知道 : Location Placement Value for Prague
VALUE OF LOCATION CONVERSATION (MIN. SINCE RELEASE)
AUDIENCE ANALYSIS
€373,905
① ②
VALUE OF LOCATION CONVERSATION (MIN. ANNUAL PROJECTION SINCE RELEASE)
③
€1,056,000
Visitors to the location were overwhelmingly positive about their experiences on Social networks. The majority of visitors (over 90%) came from Chinese urban centres, with Beijing, Shanghai and Guangzhou leading the way. Commentators were most likely to have posted whilst at locations or after having visited them.
④
⑤
⑥
Whilst at locations, the primary method of communicating was through rich media, i.e. using photos rather than text to convey appreciation or excitement. Instagram (36%), Sina Weibo (28%) & Douban (21%) were the three dominant social platforms for visitors to Prague. 80% of visitors visited Prague locations specifically due to the film Somewhere Only We Know.
AUDIENCE LOCATION AWARENESS
DEMOGRAPHIC PROFILE
50% 45% 40%
Unsentimised
35%
GENDER
81% FEMALE / 19% MALE
AGE
16-25
CITY OF ORIGIN
BEIJING (14%) SHANGHAI (5%) GUANGZHOU (4%)
COUNTRY OF ORIGIN
CHINA (95%) NON-CHINA (5%)
VISITOR SATISFACTION
POSITIVE or VERY POSITIVE (83%)
REASON FOR VISIT
FILM: SOMEWHERE ONLY WE KNOW (80%)
Very Negative
30%
Negative
25% 20%
Mixed
15%
Positive
10%
Very Positive
5% 0% Desire
Knowledge
Mention
Visit
Sample: 197
Source: Online User Generated Commentary, February – May 2015
Prague: User Generated Commentary I COMMENTARY VOLUME & QUALITY
Chinese Social Commentary related to Prague is frequently accompanied by photographs taken by users of locations within the city. Comments are exclusively positive, and express a) a desire to visit, b) happiness at having visited in the past, c) intent to visit in the future. All as a result of having seen the film Somewhere Only We Know.
ILLUSTRATIVE COMMENTARY 布拉格，赖在童话里不想长大! Prague, like a fairy tale! @旅游风尚 / @SmilingSophieEveryday
#有一个地方只有我们知道 #SomewhereOnlyWeKnow @xuyuan46
千塔之城，布拉格。有一个地方，只有我们知道。 Prague, City of a Thousand Spires. Somewhere Only We Know. @抹茶小爽品伦敦 / @MattyaXiaoshuang
希望有那么一天我们也能这样相遇，再到相爱… 有一个地方只有我们知道，捷克——我的布拉格 I hope one day we could meet and love each other like 'Somewhere Only We Know', Czech - my Prague. @李幽兰 / @LiYoulan
Source: Online User Generated Commentary, February – May 2015
Prague: User Generated Commentary II ILLUSTRATIVE COMMENTARY #praha #有⼀一个地⽅方只有我们知道 #smile #vscogram #vscocam #vscoflim @elena_yee
#有一个
地方只有 我们知道 #SomewhereOnlyWeKnow
#ukig #pargue #somewhereonlyweknow
#praguecastle #prague #praha #查理⼤大桥 #charlesbridge @psrcm
#有⼀一个地⽅方只有我们 知道 #布拉格
Source: Online User Generated Commentary, February – May 2015
Qualitative Insights
The Leading Man Leads the Conversation
Wu Yifan (吴亦凡), also known by his stage name Kris, is a Chinese actor and
singer-songwriter.
He
is
the
lead character in “Somewhere Only We Know.” Many commentators were drawn to the film due to his presence. Comments ranged
from
excitement
to
factual
mentions about his role in the film. This was Kris's first film role, and has been met with mixed reviews from viewers and critics.
Prague Stands Tall
Locations Outshine the Cast
Prague as a location is praised universally by commentators, even if the film itself is not. Comments that mention negative factors about the film storyline frequently go on to talk about how beautiful Prague is - "Prague is beautiful; but the performance is too rigid.” This is reinforced by the high proportion (60%) of commentary that includes rich media (photos and videos) of scenery in the city.
Locations
are
more
likely
to
be
mentioned than members of the cast (other
than
Wu
Yifan)
or
the
storyline of the film. "I
rolled
during
my
the
eyes
film.
several
times
Prague…a
gold
star!” Prague was mentioned most frequently in
general
landmark proved
or
terms area).
popular
(no
specific
Locations
were
that
frequently
featured in the film.
Source: Online User Generated Commentary, February – May 2015
Location Placement Value: Monthly & Forecasting Minimum LPV
Probable LPV
Maximum LPV
300,000.00 €
250,000.00 €
200,000.00 €
€ 1,459,406.23
150,000.00 €
€ 1,198,995.86
100,000.00 €
€ 1,056,000.00
50,000.00 €
0.00 € February
March
April
May
June
July
August September October November December January
70% 60% 50% 40% 30% 20% 10% 0%
LOCATION SENTIMENT
LOCATION REFERENCE
Audience Quantitative Insights I
Mention
Desire
5%
Very Positive
1%
Positive Mixed Negative Very Negative Unsentimised
78%
Knowledge
Attraction
Main Reason
Unrelated to visit
Only Reason
REASON FOR VISIT
LOCATION AWARENESS
Visit
16%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Source: Online User Generated Commentary, February – May 2015
The Charles Bridge & the Old Town Square were the two most frequently mentioned landmarks, accounting for 9% and 5% of conversation respectively.
44% of comments were generated whilst at locations, highlighting the importance of access to WiFi or affordable data plans for tourists at key (popular) landmarks. 42% mentioned locations without revealing specific awareness, whilst 9% had a specific desire to visit.
LOCATION SENTIMENT
Prague was most likely to be mention in general or “city-level” terms rather than in relation to specific areas, regions or landmarks.
REASON FOR VISIT
LOCATION AWARENESS
LOCATION REFERENCE
Audience Quantitative Insights I: Analysis Locations were frequently referred to in either Positive (78%) or Very Positive (5%) terms. Factual accounted minimum
or for
Unsentimised 16%,
commentary
negativity
was
at
a
at under 1%.
Over 20% of visitors arrived at locations indicating that Somewhere Only We Know was either their Main or their Only Reason to visit the city. The majority of visitors stated that they were further encouraged to visit the city following the release of the film Somewhere Only We Know. Source: Online User Generated Commentary, February – May 2015
Audience Quantitative Insights II 100%
9%
90% 80%
GENDER
70%
AGE
60% 50% 40%
F M
30% 20%
81%
10% 0% 16-25
25-35
40% 35% 30% 25% 20% 15% 10% 5% 0% Instagram
Sina Weibo
Douban
Tencent Weibo
IMDB
RICH MEDIA PREVALENCE
PLATFORM PREFERENCE
0-15
40% Textual Rich Media
60%
Source: Online User Generated Commentary, February – May 2015
AGE
88% of the audience with discernable age are between 16-25 years old. This is the lower end of the age spectrum, reflecting the appeal of a youthful cast and contemporary storyline of the film.
GENDER
81% of the audience that viewed the film and then spoke specifically of the location are women. This comes as no surprise given that other films in the romance genre also have a skew toward women. 9% of comments came from Men.
PLATFORM PREFERENCE
Instagram & Sina Weibo have proven the most popular social platform for Prague location placements. When the age, gender and dominance of rich media is taken into consideration, platforms with rich mediafriendly dominate. Douban, the Chinese equivalent of IMDb, also fares well and has an serves a rich audience of film lovers.
RICH MEDIA PREVALENCE
Audience Quantitative Insights II: Analysis
60% of relevant comments included either a picture or a video featuring a location in Prague. The majority of these locations were also featured in the film “Somewhere Only We Know”. Pictures were taken by visitors to Prague (and the Czech Republic as a whole) by Chinese tourists who have seen the film. Pictures of locations that are not featured in the film indicate that “Somewhere Only We Know” contributes to tourism value beyond featured locations, and represents the city (and perhaps the country) more broadly. Source: Online User Generated Commentary, February – May 2015
Interactive Insights Dashboard http://dash.human-digital.com/ czechtourism The Interactive Insights Dashboard allows users to filter and manipulate the data set in a flexible and visual way. For this project, users are able to split the data set by Gender, Website name, User Location Awareness, User Location (i.e. domicile), Prague Locations, Rich content generation, and other filters. The dashboard is highly interactive, and clicking elements within charts filters all other charts in the view. If you’d like to customise this view, please feel free to email osman.junaid@mcsaatchi.com Source: Online User Generated Commentary, February – May 2015
Conclusions & Opportunities
1. Prague & the Czech Republic have benefitted from Location Placement value in the Chinese market.
2. The Film has been a success
Commentators are extremely positive about travelling to Prague & the Czech Republic. They frequently share details of their trips with their social networks – and this is, quite simply, free advertising. It serves as a personal endorsement for the city & the country as a whole, driving tourism toward the Czech Republic.
The vast majority of conversation related specifically to the film speaks of it in a positive tone. Frequently, people speak about the quality of the locations selected – leading them to visit Prague to see those locations in person.
3. Awareness of Prague’s attractions is high
4. Other parts of the Czech Republic could benefit from LPV analysis
Although the majority of commentators spoke of Prague in general terms (as a city), there is a strong body of commentators that had visited and had spoken about specific parts of the city – particularly the Charles Bridge, the Old Town Square & surrounding areas.
It has been demonstrated that Chinese tourists contribute to Prague’s tourism – to develop a broader understanding of the Czech republic as a whole, there is room to expand the scope of research to ascertain the total LPV at a country level.
Source: Online User Generated Commentary, February – May 2015
About Us M&C SAATCHI NATIVE
M&C Saatchi Native was founded as a result of Human Digital’s acquisition by the M&C Saatchi Group, a global advertising agency, in early 2015. Native through
provides the
a
range
power
of
of
clients
bespoke
with
digital
rich,
agile
research
&
strategic
methodologies
insights that
are
continually revised & developed by its team of analysts and researchers.
PROJECT TEAM Osman Junaid
Head of Insights
osman.junaid@mcsaatchi.com
Simon Richardson
Senior Researcher
simon.richardson@mcsaatchi.com
Yuanyuan Liu
Researcher (China)
yuanyuan.liu@human-digital.com
Thanks.