BARCLAYCARD MOBILE PAYMENTS
CINEMA CASE STUDY
Date: 25.07.11Presented by: Sarah Cratchley
DCM.CO.UK
Source notes: Millward Brown Barclaycard Cinema debrief 22.07.11.
BACKGROUND:Barclaycard ‘Rollercoaster’ ad had been running successfully on TV for almost two years. However, the ability to pay via mobile led to them back to the big screen once again. Accompanied by £2m TV spend and a digital viral element, it was time to fasten your seatbelts…
OBJECTIVES:Investigate if the addition of cinemadelivered an effect in the following areas:
1. Media reach: Does it provide a greater opportunity to strengthen cut through?
2. Excitement: Does it have an impact on creative take-out and emotional connection?
METHODOLOGY: Using the Barclaycard online brand tracker, run by Millward Brown, with a cinemagoer boost
Source notes: Millward Brown Barclaycard Cinema debrief 22.07.11. *Major conurbations = Greater London, West Midlands, Merseyside, Greater Manchester, West Yorkshire, Tyne & Wear, Clydeside & Lothian, South Yorkshire, South Wales and Bristol.
CREATIVE:
• 40 second edit of the Barclaycard ‘Rollercoaster’ mobile payment ad
CAMPAIGN SHAPE:
• 5 week cinema campaign from 3rd June 2011 in major conurbations*
• Shown on 1,800 screens & 7.4 million estimated viewings
BUDGET:• £400-600K gross
4Q21. There are some adverts that people remember but never know which brand they are for. Which one of these phrases applies best to this advert?= Significant at a 95% or above/below Cinema post dip
BRANDING
BRAND ASSOCIATION IS ALSO GOOD, STRENGTHENED FURTHER AMONG CINEMAGOERS
CINEMA: THE ULTIMATE BRAND EXPERIENCE
Effective Base: (96) (134)
You couldn't fail to remember it was for
Barclaycard
It is quite good at making you remember it
is for BarclaycardIt is not all that good at
making you remember it is for Barclaycard
It could have been for almost anything
27
43
11
15
5
Mean score:
3.99 3.733.80
7671
Cinema Post Dip%
June Tracking
%
43 38
3333
297
1417
4
UKTracking Norm
%
70
The ‘cinema experience’, which its shared nature tends to lead to greater attention being paid to advertising, making it more memorable, so cinema ads can boost the impact of a TV campaign
– Millward Brown learning
5= Significant at a 95% or above/below Cinema post dip
PROMPTED IMPRESSIONS – ‘I agree…’
STRONG IMPACT & ENJOYABILITY OF CREATIVE IN CINEMA MEANS ROLLERCOASTER DELIVERS HIGH LEVELS OF NEW INFORMATION, TALKABILITY AND BRAND APPEAL
CINEMA: THE ULTIMATE BRAND EXPERIENCE
91
87
86
69
80
81
67
69
36
I enjoyed watching it a lot
It contained new information about the brand
It contained different information to other ads for credit cards
The points made in the ad were relevant to me
The points made in the ad were believable
It made the brand seem more appealing
It made me more likely to use the brand
It's the sort of ad I would talk about with friends
I am fed up with seeing it
70
76
70
42
72
57
39
46
29
62
52
46
49
69
59
43
28
22
UKTracking
Norm%
Cinema Post Dip%
June Tracking%
Q20. Thinking about that advert for Barclaycard please indicate whether you agree or disagree with each of these statements. Effective base cinema post dip – 96 ./ June tracking 134
“Everything seems a little more special in a cinema, it’s dark and it’s on the big screen. Everyone seems to get into the ads more, laughing more than they would at home” - Millward Brown Global cinema project
6= Significant at a 95% or above/below Cinema post dip
PROMPTED IMPRESSIONS
CREATIVE CUT-THROUGH OVERALL IS STRONG, BUT CINEMA HELPS TO PUSH ‘INNOVATIVE’, ‘SIMPLE’ & ‘SERVICES’ MESSAGING…
CINEMA: THE ULTIMATE BRAND EXPERIENCE
Cinema Post Dip%
June Tracking%
57
55
52
45
35
23
15
26
21
11
Makes payments simple
Provides products and services that other credit card
providers don't
Is innovative in introducing new ways of paying for
things
52
55
50
39
29
21
27
21
13
7
Makes life simple
Makes paying for things with your mobile
simple
First ImpressionTotal ImpressionsUK Tracking
Norm32% / 56%
Effective Base: (96) (134)
Q25. Which one of these impressions did the advert give you most strongly about the brand?
7
45
23 26
7
7
65
35
= Significant at a 95% or above/below Cinema post dip
CONSIDERATION
CONSIDERATION FOR BARCLAYCARD IS HIGHER AMONGST CINEMAGOERS PRE THE ACTIVITY AND HAS FURTHER INCREASED POST CAMPAIGN
CINEMA: THE ULTIMATE BRAND EXPERIENCE
First choice
Effective Base: (123) (96) (144)
Seriously consider
(124)
Cinema Pre dip
%
Cinema Post dip
%
Barclaycard Brand
Tracking pre dip%
Barclaycard Brand
Tracking post dip%
Q4. How likely are you to consider choosing each of these credit card brands the next time you take out a credit card?
42
52
29 31
Source notes: Millward Brown Barclaycard Cinema debrief 22.07.11.
BRAND MAGNETISM
The average % of Positive endorsements across the 6 personality dimensions
Minus
The average % of Negative endorsements across the 6 personality dimensions
WHY USE IT?Millward Brown use ‘brand magnetism’ to understand the attractiveness of the brands personality
WHAT IS IT?
9= Significant at a 95% or above/below Pre vs. Post
BRAND MAGNETISM
THE IMPROVEMENTS SEEN AMONG CINEMAGOERS IN THE ‘SOFTER’ AREAS MAKE BARCLAYS PERSONALITY MORE ATTRACTIVE
CINEMA: THE ULTIMATE BRAND EXPERIENCE
70 7363
30 27
68
3135
Average Positive
Average Negative
Brand Magnetism(net positive minus
negative)
Base: (123)
41
Cinema Pre dip
%
(96)
45
Cinema Post dip
%
(144)
28
Barclaycard Brand Tracking
Pre dip%
Barclaycard Brand Tracking
Post dip%
(124)
38
L1 & L2. Which of these words would best describe (BRAND) if it were a person?
Source notes: Millward Brown Barclaycard Cinema debrief 22.07.11.
SUMMARY
Strong creative and soundtrack is well suited to cinema and fuels consumers desire for escapism and entertainment
The cinema context improves the softer side of the brands personality and emotive connections ….
Which ultimately drives consideration, key messaging and brand magnetism for Barclaycard
APPENDIX
Source notes: Millward Brown Barclaycard Research July 2011. *Within specified target conurbations - Greater London, West Midlands, Merseyside, Greater Manchester, West Yorkshire, Tyne & Wear, Clydeside & Lothian, South Yorkshire, South Wales and Bristol
THE RESEARCH PROCESS…CINEMA: THE ULTIMATE BRAND EXPERIENCE
PRE DIP
Have been to cinema in the past week and
seen any film*
POST DIP
Have been to cinema in the past week AND watched a film where the ad is in the reel*
ADS SHOWN
Barclaycard 2011 tracker used as a control (excluding cinemagoers
19th May – 2nd June 24th June – 8th July3rd June – 7th July
Source notes: Millward Brown Barclaycard Research July 2011. *Within specified target conurbations - Greater London, West Midlands, Merseyside, Greater Manchester, West Yorkshire, Tyne & Wear, Clydeside & Lothian, South Yorkshire, South Wales and Bristol
THE METHODOLOGY OF CINEMA RESEARCH VS THE BARCLAYCARD BRAND TRACKER…
CINEMA: THE ULTIMATE BRAND EXPERIENCE
Who?
How?
Weighting?
CinemaBarclaycard continuous
tracking
150 18-65 year old credit card holders who have been to the
cinema* in the last 7 days. Pre and Post the campaign
Each month 300 18-60 year old credit card holders who haven’t been to the cinema in the last
month
Online interviewing using Lightspeed panel partner
Data weighted so Barclaycard account for 15% of the sample in line with market share
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