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Cinema is a fun family event to treat their children and offers a rare chance to escape from the demands of everyday life. This is why family brands use cinema to reach the hard-to-reach housewives with children.
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CINEMA, RADIO AND INTERNET
HOUSEWIVES WITH KIDS
DCM.CO.UK
REACHING HOUSEWIVES WITH CHILDREN MOST EFFICIENTLY THROUGH CINEMA, INTERNET AND RADIO
Source : GB TGI Q3 2011 | Base : All 15+ Female AdultsTarget : Female Main Shopper with children in household* Index against all female adults
CINEMA: THE QUALITY BROADCAST CHANNEL
Source notes:IPA Touchpoints 3 superhub data. Base: All adults. Target: HWK
WHY CINEMA IS DIFFERENT…
CINEMA: THE ULTIMATE BRAND EXPERIENCE
INTERNET RADIO CINEMA
• Purchasing goods or services
• Keep in touch with family and friends
• Manage finances / bank account
• Research a product or service
• Purpose driven, mostly solus activity
• With you throughout the day
• On in the car with kids or travelling to work /
• At home when cooking / getting things done
• Background companion
• Passive
• Destination viewing
• Opt-in activity
• Quality family time
• Chance to escape from everyday life
• Actively engaged
• Like and trust advertising
• Dual viewing
FOR THEM... CINEMA IS A FUN FAMILY EVENT TO TREAT THEIR CHILDREN, A RARE CHANCE TO ESCAPE FROM THE DEMANDS OF EVERYDAY LIFE
1. Source : Touchpoints Superhub 3 2010 | Base : All 15+ Adults | Target : Female Main Shopper w/ children in household2. Source : FAME 2011 | Base : All 15+ Cinemagoers | Target : Female Main Shopper w/ children in household
CINEMA: THE QUALITY BROADCAST CHANNEL
They trust the advertising they see
at the cinema1 Index 122
Quality time - 41% go to the cinema to spend time with friends / family1
Index 125
Appointment to view - 41% decide their film a week before their cinema trip2
Index 113
36% agree their children influence which films they see at the cinema1
Index 214
25% go to the cinema as a treat / reward1
Index 126
Sweets & treats, all part of the fun - 60%
purchase Popcorn, Pic ‘n’ Mix Sweets or Soft drinks at the cinema2
Index 126
Get in their seats early / ads part of
the event – arrive before the ads
and trailers start1
Index 115
ECONOMETRICS: UNILEVER
CINEMA DELIVERS A POSITIVE ROI ACROSS ALL MEDIA
DCM.CO.UK
ACROSS THE UNILEVER FMCG PORTFOLIO CINEMA DELIVERED THE HIGHEST ROI OF ALL MEDIA AT £3.87
CINEMA: THE ULTIMATE BRAND EXPERIENCE
Highest ROI achieved for
channel
Lowest ROI achieved for
channel
RO
I (£
)
Channel
UL FMCG Cases 16 39 66 14 104
Source: Mindshare Business Planning. Unilever FMCG database. November 2010.
Average ROI forBen & Jerry’s
portfolio =
£1.17
CASE STUDY: CO-OP ‘PASSIONATE PLEA’
EFFECT OF CINEMA IN THE MIX
DCM.CO.UK
Source notes: TNS International
INTRODUCING THE TNS AdEval SCORE CARD…
‘So what - just another ad’
• People aware of the brand only
• No strong positive feeling
• Have seen the execution
AWARE‘I liked that ad and I liked what
it said’
• People like them would like to watch
• Would like to see again
• Brand comment worthwhile watching
INVOLVED‘Co-op’s great! I
will go there tomorrow – and
I’ll tell my friends’
• Increased interest in using the brand
• Improved brand perceptions
• Would mention in conversation
MOTIVATED
NO EFFECT PARTIAL EFFECT IDEAL EFFECT
FOR MAXIMUM IMPACT YOU NEED AWARENESS…BUT MOST IMPORTANTLY INVOLVEMENT AND MOTIVATION
Source notes: TNS Research. Fieldwork 07-17.02.11. Co-op Case study. Base: All recognising the campaign (Cinema goers n=216; Control n=55) QA6a-f (Prompted) AdEval questions. *Sig test at 95%
MOTIVATION LEVELS AMONGST CINEMAGOERS ARE SIGNIFICANTLY HIGHER THAN FOR TV ALONE…
3% 3%
30% 27%
42%
21%
25%
49%
Control cell - TV only exposure Cinemagoers
Motivated
Involved
Aware
Other (by pass)
*
MOTIVATION AMONGST THOSE RECOGNISING THE CAMPAIGN
10
Base: Respondents who recognized adA6g (Key message – prompted)
Control - TV only exposure
Source notes: TNS Research. Fieldwork 07-17.02.11. Co-op Case study. Base: All recognising the campaign (Cinema goers n=216; Control n=55).QA6g (Prompted) Agreement with statements. *Sig test at 95%
32%
34%
28%
23%
60%
54%
Agree slightly Agree strongly TOP 2 BOX (NET)
34%
29%
3%
7%
37%
36%
This advert tellsme that the Co-
op is forfamilies like me
This advertmotivates me to
shop locally
Agree slightly Agree strongly TOP 2 BOX (NET)
*
*
Cinemagoers
…WITH KEY MESSAGES ALSO RESOUNDING SIGNIFICANTLY BETTER AMONGST CINEMAGOERSAD DIAGNOSTICS AMONGST THOSE RECOGNISING THE CAMPAIGN
*
*
*
*
*
CINEMAGOERS ALSO HAVE BETTER PERCEPTIONS OF CO-OP QUALITY, STOCK LEVELS AND PRICESCO-OP BRAND IMAGE
Source TNS Research. Fieldwork 07-17.02.11. Co-op Case study. Sample Base: All aware of Co-op (inc Somerfield). * Sig test at 95%Q6 (Image/Personality Association)
*
*