reMarkable - Easy like Sunday morning

Case study - Objective: Prompt action
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One innovative digital tablet brand capitalised on a more reflective weekend newspaper audience to engage readers with its new product. 

Sunday is a day of pleasurable rituals, whether it’s enjoying the delights of a proper Sunday lunch with your family or – for 9.2 million people – sitting down with the Sunday papers.

IPA Touchpoints 2018 data shows that Sundays are for staying in and relaxing with your family. The average person spends 84% of his/her time at home and sleeps nearly an hour longer than on weekdays. In total, people spend 10 hours 11 minutes with their families on Sundays – over 2 hours longer than the rest of the week.

We also spend more time doing what we love. Quality newspaper readers, for example, spend 1 hour 43 mins reading their Sunday paper – that’s an average of 24 minutes longer than time spent on a weekday paper. This allows for the perfect opportunity to introduce and explain a product/service that requires more reflection.  

reMarkable is a digital tablet that feels just like paper. You can use it for writing, sketching, annotating and reading. It appeals to those who love to compose and create and in particular, write with pen and paper. This innovative tablet cleverly converts your handwritten notes into typed text, making them easy to edit and share. Around one in three say they are aware of paper tablets – but much of this is due to misattribution of more conventional tablets.

From September - October 2018, Wavemaker used selected newsbrands to spearhead a new campaign for the reMarkable tablet, with the aim of building awareness, interest and consideration. Research showed that the quality Sunday audience were significantly more likely to respond very favourably to the campaign.

Key findings

  • The audience is receptive to the tablets, with a quality Sunday audience showing a significant increase in favourable perceptions:
    • 79% of heavy readers felt the tablets were a “product I would find useful” post-exposure, an increase of 12% points on pre-campaign levels and 23% points higher than the general audience.
    • 74% of Sunday readers agreed post-campaign that paper tablets are “a great way to help you focus on your writing/drawing tasks”, an uplift of 14% points over both pre-campaign measures and general audience.
  • Sunday newspaper readers are twice as likely to recognise the campaign: 23% vs 11% for all. Exposure inspired high consideration, interest in finding out more and favourability towards the price point.
  • 81% of heavy Sunday readers said that reMarkable was a device they would like to try out and 51% would like to be seen with it – again significantly higher than the average.
  • Sunday readers are more likely to take further action, including “talk to friends/family about the reMarkable paper tablet”, “look up reMarkable on an online shop” and visit the reMarkable website.
  • The newspaper campaign successfully drove website visits.

  

Methodology

Pre and post-methodology were used to measure the effectiveness of the reMarkable campaign. By using this method, current perceptions, awareness and consideration levels were captured before the campaign and compared to the post-campaign sample to better understand the campaign’s impact.

The project was conducted over the following dates:

  • Pre-wave: 29th August – 31st August
  • Post-wave: 1st October – 4th October

The target audience for the pre and post-wave were ABC1 quality newsreaders aged 25-54. All respondents were from England, with a skew towards the London/South East to reflect the reach of the print plan:

  • Pre-wave: 500 respondents (250 London/South East and 250 from the rest of the UK)
  • Post-wave: 500 respondents (250 London/South East and 250 from the rest of the UK)

Results were analysed according to exposure to the print newspapers, digital and podcast campaign. Two specific groups were investigated: quality newspaper readers and heavy quality Sunday readers (read every/almost every Sunday).