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)

*

*

THANK YOU

ContactSarah CratchleyE: sarah.cratchley@dcm.co.uk

DCM.CO.UK