[Podcast] Episode 4: What is WRP and what does it mean for your advertising?

Unlocking the full potential of media planning requires a profound understanding of our clients’ customers—not just their demographics. That means understanding their behaviours and activities throughout the day.

In our latest episode, we delve into the core concept of understanding our clients’ customer bases beyond mere demographic knowledge. We look to understand what they’re doing throughout their days and how that varies between different segments of those audiences. Then, we discuss planning media strategies that align with the distinct moods, mindsets, and locations of individuals throughout the day.

Finally, we explore what we’re looking to achieve for our clients by using it, and the data and the theory that supports it – watch the full episode below.

What is WRP?

Work.Rest.Play is a framework that was developed at All Response Media to better understand the behaviour and mindset of the target audience to ensure reach is effective and maximised.

Mindsets in WRP

Through the research undertaken here at ARM, we believe that people are usually in one of three mindsets. Work. Rest. Play. These three states of mind impact the mood and therefore, ad effectiveness.

Effects of WRP

Two key mental variables are at play as individuals shift between the three mind states: their mood and their openness to distraction. As such, the three key mind states can be categorised across the axes of mood and focus level.

WRP is Customer Orientated

There is a proven intrinsic link between mood and ad effectiveness, making the rest and play states crucial for delivering on brand objectives. It’s about understanding the customer, the different states of mind, and how you can tailor your approach for maximum effect.

Wider Considerations of WRP

Beyond media channel selection, a number of other key variables have to be considered based on the phase that the target audience are in when reached by a particular form of advertising. These include Frequency, Response Rate, Creative & Measurement.

Wonderbly and WRP

An example of how we put the practice of WRP in to play for our client Wonderbly. Poor performance on kids’ stations for Wonderbly from 3pm onwards was highly correlated with increased time spent on childcare for the target audience (Touchpoints). This meant that the target audience shifted from viewing TV in a rest state – to a work state. That resulted in a direct response decline.

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