LLOYDS TSB: LONDON 2012CINEMAGOERS GET INVOLVED

June July

METHODOLOGY

LLOYDS TSB: LONDON 2012

BACKGROUND:

Lloyds TSB ran a campaign across TV, VOD and Cinema to promote their

sponsorship of the London 2012 Olympic Games. Cinema ran a 90” creative in the

Silver Spot position for 3 weeks prior to the start of the Olympics.

RESEARCH OBJECTIVES:

What role, if any, did Cinema play in extending the reach and resonance of LTSB’s

London 2012 partnership?

•Brand Awareness

•Brand Metrics (Inc. Saliency, Involvement etc.)

•Sponsorship Metrics (Inc. Recommendation, Consideration etc.)

METHODOLOGY & SAMPLE :

Online survey using Lloyds TSB brand tracker with an added cinema booster (6th

June – 26th July 2012)

•Cinemagoers: people who HAVE been to cinema in the last week.

•National: people who HAVE NOT been exposed to the Lloyds ad in the cinema.

June July

CINEMA DELIVERED HIGHER AD RECALL FOR LLOYDS

LLOYDS TSB: LONDON 2012

AD RECOGNITION

57%

67%

Source : DCM / / Hall & Partners/ Lloyds TSB 2012Base: National (219) / Cinemas (385)Here are some images and music from an ad. Have you seen this ad recently?

SALIENCE: CINEMA CREATIVE DIFFERENTIATING FROM OTHER FINANCIAL ADVERTISERS

LLOYDS TSB: LONDON 2012

+3%

=

+11%

+1%

=

+5%

+4%

Significantly higher vs .National

It grabs your attention

It sticks in the mind.

It stands out from other financial advertising

It’s original

It’s clever

It really stands out as very different from other advertising

It’s not the sort of advertising I would expect from LTSB

Cinema Goers National Diff

Source : DCM / / Hall & Partners/ Lloyds TSB 2012Base: National (TV Recognisers) (101) / Cinema Recognisers (260)Ad Response / Diagnostics

INVOLVEMENT: CINEMA DRIVING WARMTH TOWARDS CREATIVE – MORE POSITIVE AND UPBEAT VS. TV

LLOYDS TSB: LONDON 2012

Significantly higher vs .National

Cinema Goers National Diff

+12%

+1%

+12%

+8%

+10%

+4%

+12%

+2%

+5%

I watch it closely because its very appealing / more appealing than other advertising

I like the style of the advertising

It felt positive / upbeat

It’s got a warm feel to it.

It’s enjoyable advertising

It’s entertaining

It was uplifting

I relate to the people in the ads

It felt relevant to me

Source : DCM / / Hall & Partners/ Lloyds TSB 2012Base: National (TV Recognisers) (101) / Cinema Recognisers (260)Ad Response / Diagnostics

PERSUASION: WITH STRONGER LEVELS OF ENGAGEMENT CINEMA WORKS TO MAKE PEOPLE FEEL BETTER ABOUT THE BRAND

LLOYDS TSB: LONDON 2012

Significantly higher vs .National

Source : DCM / / Hall & Partners/ Lloyds TSB 2012Base: National (TV Recognisers) (101) / Cinema Recognisers (260)Ad Response / Diagnostics

Easy to understand

I understand what they’re trying to say and it makes me feel better about the brand

It tells me something interesting about LTSB

It improves my opinion about LTSB

It tells me something new about LTSB

It makes me more likely to consider LTSB

I believe what they are saying

+7%

+9%

+9%

+5%

+10%

+10%

+2%

Cinema National Diff

CINEMA HAD A POSITIVE IMPACT ON LLOYDS’ SPONSORSHIP METRICS

LLOYDS TSB: LONDON 2012

Significantly higher vs .National

Pre

Post

Cinema Goers Non Cinema Goers

Understanding and Fit

I understand why they would sponsor this event and it fits perfectly

Pre

Post

Recommendation

I am more likely to recommend LTSB because of their sponsorship of London 2012

Pre

Post

Consideration

I am more likely to consider LTSB for future financial products and services because of their sponsorship of London 2012

Source : DCM / / Hall & Partners/ Lloyds TSB 2012Base: Pre Cinema Goers (121) Non-Cinema Goers (892) Post Cinema Goers (385) Non Cinema Goers (615)QSP8a / QSP14a

THANK YOU