Brand Purpose and Cinema
Catherine Moger RickwoodVP, North America
Jennifer Friedlander Director, Custom & Marketing Research
Doug PulickSVP, Strategic Insights & Analytics
#ARFAxS
Brand Purpose and Cinema: putting the role of cinema in context of all channelsLearn how cinema can turbo-charge your media investment plan
Here’s David. He’s like you and me...He’s bombarded with information, communication andmessages, from different sources in different ways
22%24%
35%
Earned Owned Paid
Neutral experiences
"I get so many flyers from them, I couldn't tell you
what the details were. I just shred them.”Print • Neutral • Made no difference
It’s hard to engage and really connect.
Although marketers would hope otherwise, many brand encounters are neutral
Harvard Business Review
Consumers increasingly expectbrands to have not just functional benefits but
social purpose.
Eric Reynolds, CEO of Clorox,
“We talk purpose […] It
affects hiring practices, suppliers you work with, how you reward product development, and
of course, marketing.”
Jennifer Sey, CMO of Levis
“[…] we try to do the right thing that’s
aligned with our purpose of profits through principles.”
Neutrality creates a challenge for clients wanting to create meaningful brands
“Which experiences are most effective at cutting through with a meaningful
message?”
Post Survey[Day 8]
Experience Diary[Day 1 – Day 7]
Real-time Experience Tracking (RET): How it works
b. Having the first experience
a. Participant completes online pre survey and gets briefed
f. Participant completes online post survey and finishes participation
d. Has a another new experience
All steps (surveys and diary) can be done either on a PC or using a mobile
phone
e. Immediately logs in experiencein diary
Participants usually share
5-6 experiences throughout the week of
being an experience reporter
Pre Survey[Day 1]
c. Immediately logs in experience in diary
Female 49
?Me using/ consuming
“Where did you see, hear or experience it?”
“Which brand was it?“ “How did it make you feel?”
“How likely did it make you to purchase that
brand?”
Who?
Hershey’s
8
"My daughter bought it on sale at the store and wants me to make some cupcakes with this Hershey's frosting for her friends birthday tomorrow it's one of our favourites brands"Hershey's • Me using/consuming • Fairly positive • Slightly more likely to purchase
Here is what a real touchpoint experience looks like
240 people 299 people
350 people322 people
Categories
FMCG Services
Electronics
Finance
Automotive4,459
experiences
In progress
Need to pick up all touchpoints, in real time, across markets and categories
Paid
Earned
Owned
10%
20%
30%
40%
50%
60%
10% 20% 30% 40% 50% 60% 70% 80%
Per
suas
iven
ess
(T2
B %
)
Positivity (T2B %)
Paid touchpoints could be the 1st step to reach earned and owned touchpoints
“I saw a commercial online for Brand X in
the morning and actually bought one
for lunch to try.”
Base Size (People/Experience):Paid 756/2012 Owned 144/188 Earned 479/869
POEM Experience Engagement Map
TV Cinema
OnlineIn-store
Using/Consuming
Social media
Conversation
Poster/Billboard
Mailing/Store Catalogue Me purchasing
Public place or event
Other
PrintRadio
10%
20%
30%
40%
50%
60%
70%
80%
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Per
suas
iven
ess
(T2
B %
)
Positivity (T2B %)
Consumption and Purchase touchpoints are the most engaging
Touchpoint Experience Engagement Map
Base Size (People/Experience):TV 440/871 Cinema 330/433 Online 322/501 In-store 298/389 Using/Consuming 288/454 Social media 127/173 Conversation 113/141 Poster/Billboard 113/ 132 Mailing/Store Catalogue 111/127 Me purchasing 110/136 Public place or event 88/96 Other 70/96 Print 68/80 Radio 41/57
Cinema
TV
OnlineSocial media
Poster/Billboard
Mailing/Store Catalogue
Radio
10%
20%
30%
40%
50%
60%
70%
80%
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Per
suas
iven
ess
(T2
B %
)
Positivity (T2B %)
Brands can directly influence paid touchpoints to get a better result
Overall Paid Touchpoints Experience Map
**Only 1/3 of social media experiences are ad from brand
Base Size (People/Experience):TV 440/871 Cinema 330/433 Online 322/501 Social media 127/173 Poster/Billboard 113/132 Mailing/Store Catalogue 111/127 Print 68/80 Radio 41/57
The role of TV – Exposure x attention
People are
25% more exposed to brand’s content on TV than
Online
And 66% more exposed to
brand content on TV than OOH
“the advertisement was one i have seen before on tv...about how chevy will grow with you through all stages of life, from dating, to marriage, to kids, etc. they have a model for everyone. Funny enough, it was the same ad that showed before the movie that my mom and I saw this afternoon.”
TV • Very positive • Much more likely to purchase
57%
16%
9%
5%4%2%
2%1%4%Just watching TV
Eating
Browsing online
Texting
On social media
Online shopping
Housework/cooking
Talk ing on the phone
Other
What were you doing when you have this experience?
In 43% of the cases, attention was shared with other activity
The role of Online – instigating active research
22%
18%
15%12%
6%
6%
5%3%4%1%1%7%
Researching information
Browsing for thisproduc ts/services
General browsing (notthis product/service)
Went online to buy
On soc ial media
Looking forideas/inspiration
Comparing prices
Checking email
What were you doing when you have this experience?
In 68% of the cases, people were actively searching* for the brand/service
77% from people who had an online experience, didn’t buy anything
*Active search definition: Researching information, browsing for products/services, go online to buy, comparing prices, looking for gifts, checking availability, looking for inspiration.
2/3 experiences with cinema are positive, more than any other
touchpoint
A Very positive experience makes
you 5 times more likely to
consider
Fairly positive
2 timesNeutral
Lesslikely
Cinema cuts through the neutrality
“The commercial was people dancing. All different ages, skin colour, gender, religion, music and dance genres, etc. They were all dancing wearing Levi Strauss. The end of the commercial listed a number of traits such as old, young, gay, straight. Levi Strauss are for everyone.”Cinema • Very positive • Much more likely to purchase
3%
30%
34%
33%
Cinema
Verypositive
Fairlypositive
Neutral
Fairlynegative
Verynegative
Cinema positivityT2B 67%
19%27% 33%
29%
33%
38%38%
44% 37%36%
22%
25%
41%24% 26% 21%
44%25%
Cinema Online TV Poster/Bi llboard Print Radio
Very Positive
Fairly Positive
Neutral
Fairly Negative
Very Negative
Young Audience Positivity
Impacting especially the young audience, being the most positive media
“I enjoyed seeing the ad at the cinema. It inspired me to buy
a new pair of jeans!”33 • Levi Strauss • Cinema• Very positive •
Much more likely to purchase
79% 78% 63% 66%57% 50%
*Young audience:18-24 years old
"It was just telling us about new products that are offered." Dell • TV • Ad from brand • Neutral • Made no difference
TV commentabout Dell
Comprehension = message + media
“The new Dell G5 15 gaming laptopcommercial was shown at the movie theater. It showed Ant-Man and the Wasp flying and running around inside the computer while the announcer described all the awesome features of the G5. “The Hero You Never Saw Coming” was a great tagline for this commercial and fit really well with the product and Ant-Man’s association with it. I really enjoyed the commercial and learning about all
the cool features on the G5. It may be one of the best Dell laptops on the market thus far. It definitely sounds like it could run all my favorite online video games. I already own many Dell products, but nothing on this level.”
Dell • Cinema • Very positive • Much more likely to purchase
Cinema commentabout Dell
People write 20% more when describing Cinema experiences vs. OnlineAnd 12% more than TV
Brands still concentrating their media investments in traditional media like TV
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Cinema
Out of
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Digital
Brand A Media Spend
August September
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Cinema
Out of
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Brand B Media Spend
August September
Here we have the media plan from 2 competitors in Australian automotive market
TV
Cinema
Online
Social media
Poster/Billboard
10%
20%
30%
40%
50%
60%
10% 20% 30% 40% 50% 60% 70% 80% 90%
Per
suas
iven
ess
(T2
B %
)
Positivity (T2B %)
Base Size (People/Experience):Car brands 455/847
• Is it cutting through neutrality?
How useful is this traditional media mix in tackling the aforementioned challenges
Car brands Paid Touchpoints Experience Map
TVCinema
Online
Poster/Billboard
Mailing/Store Catalogue
Radio
10%
20%
30%
40%
50%
60%
70%
80%
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Per
suas
iven
ess
(T2
B %
)
Positivity (T2B %)
Actually, from analyzing the role of all touchpoints, it seems like cinema is one of the best to tackle these issues
Overall Paid Touchpoints Experience Map
Base Size (People/Experience):TV 440/871 Cinema 330/433 Online 322/501 Social media 127/173 Poster/Billboard 113/132 Mailing/Store Catalogue 111/127 Print 68/80 Radio 41/57
And works even better when combining TV and Cinema
+ = 2 timesmore likely to impact long term consideration
vsor
individually
Case Study
Cinema
OnlineTV
*In-store
Using/consuming
0%
10%
20%
30%
40%
10% 20% 30% 40% 50% 60% 70% 80%
Per
suas
iven
ess
(T2
B %
)
Positivity (T2B %)
Base Size (People/Experience): Online 104/145 TV 88/170 Cinema 52/67 Using/Consuming 42/50 In-store or branch 26/30 Print
Touchpoint Experience Engagement Map
Low base size* 25-50 people
Engagement comparison of paid media channel
*Cinema
Online
TV
*Using/consuming
0%
10%
20%
30%
40%
50%
60%
70%
80%
20% 30% 40% 50% 60% 70% 80% 90% 100%
Per
suas
iven
ess
(T2
B %
)
Positivity (T2B %)
Relevance Experience Engagement Map
Touchpoints filtered by very relevant and fairly relevant
Base Size (People/Experience): Experience Relevance filtered by Very relevant and Fairly relevant: 198/293
Looking at relevant experiences by medium
Levi's
Brand A
Brand BBrand C
10%
20%
30%
40%
50%
60%
30% 40% 50% 60% 70% 80%
Per
suas
iven
ess
(T2
B %
)
Positivity (T2B %)
Base Size (People/Experience): Brand 1-119/180 Brand 2- 100/134 Brand 3- 112/163 Levi Strauss & Co. 94/111
Brand experience engagement map
Positive &Persuasive
brandexperience
Levi’s generating the most positive and persuasive brand experiences
Base Size (People/Experience): Levi Strauss & Co. 94/111
“I liked the song playing during the ad. It was upbeat and funky. The ad showed people from all over the world dancing and laughing having a good time. The ad was very clearly meant to show an inclusive brand that is for everyone not just one age or race.”• Levi Strauss • Cinema • Very positive • Slightly more likely to purchase •
Cinema ads prompt detailed descriptions about Levi’s brand story message
“The commercial was people dancing. All different ages, skin color, gender, religion, music and dance genres, etc. They were all dancing wearing levi's. The end of the commercial listed a number of traits such as old, young, gay, straight. Levi's are for everyone.”
• Levi Strauss • Cinema • Very positive • Much more likely to purchase •
*Sale/promotion
*Brand story
10%
20%
30%
40%
50%
60%
30% 40% 50% 60% 70% 80%
Per
suas
iven
ess
(T2
B %
)
Positivity (T2B %)
Base Size (People/Experience): Levi Strauss & Co. 94/111
Levi’s message experience engagement map
22%
22%
14%
13%
13%
10%3%2%1%
Brand story
Sale/promotion
User benefit
Product features
Brand/modelrecommendationOther
Store availability
Supporting a cause
New product launch
Levi’s share of experience by message
Levi’s particularly good at generating brand story and sale/promotion messages
2% 6% 3% 6%5%4%
2%5%
65%68%
69%45%
17%17% 20%
28%
11% 5% 6%16%
Brand 1 Brand 2 Brand 3 Levi's
Much more l ikely topurchaseSlightly more l ikely topurchaseMade no difference
Slightly less likely topurchaseMuch less likely topurchase
In an environment where
most experiences makes no difference in purchase intention,
Base Size (People/Experience): Brand 1-119/180 Brand 2- 100/134 Brand 3- 112/163 Levi Strauss & Co. 94/111
The brands with the most positive experiences tend to also create persuasive ones
creating the right experience could
determine the success of the marketing mix
Purchase engagement
T2B 28% 22% 26% 44%
Case Study
* Index represents 62/24 split of respondents considering the Cinema and TV experience “very engaging.” 38 percentage point difference between Movie and TV score.
People engage more with the Cinema experience…
…Creating memories that linger longer than TV
Moviegoers are over 2x more likely to be engaged with cinema than TV
93% say the entire cinema experience is as memorable experience, +22% more than TV
57% said they think about the movie experience a lot after the movies, +25% more than TV
Cinema experience > TV
all eyes on your ad! a deeper impressiona measurable impact
Attention RetentionEmotional Response
84% average eyes onscreen during ads
+18% higher than TV
Response intensityHeart rates were lower
during the ads in cinema than on TV
Source: Media Science 2017
Cinema delivers a most memorable impression
Decreases in heart rate reflect greater cognitive attention
1% 3%3% 2% 2%17%
23% 17%34%
28%
37% 40%
33%
55%37% 38% 31%
Cinema Online Social Media TV
Very posit ive
Fairlypositive
Neutral
Fairlynegative
Verynegative
83% 78% 64%74%T2B
Base Size (People/Experience): Where did you see, hear or experience it?/ How did it make you feel?TV 174/413 Online 82/155 Cinema 66/83 Social media 46/63 Print 41/51
Poster/Billboard 27/33
*Only Media Channel with sufficient base size
Touchpoint positivity
CINEMA TV
of verypositive
experiences
55% of verypositive
experiences
31%
Cinema generates the highest quality of positive experiences
Base Size (People/Experience): Did the experience make you feel? TV 174/413 In-store 97/132 Cinema 66/83Amongst positive and neutral experiences
Cinema creates 1.5x more sense of comfort than TV
And makes people feel 2.5x more connected than TV
Cinema experiences are more likely to generate emotional reactions
CINEMA TV{
Cinema goers remember more from an ad and use more words to describe an ad
19 words 16 words 15 words
CINEMA TV SOCIAL MEDIA
"it was just an ad that I have seen many times" INSURANCE BRAND C • TV • Ad from brand • Neutral • Made no difference
"2 actors were on stage performing when alexander graham bell's phone kept ringing. the actors stopped performing and waiting until his call ended. a man sitting in the balcony told the audience to silence the phone... great ad for an insurance company. silence the phone while driving"INSURANCE BRAND C • Cinema • Fairly positive • Made no difference
INSURANCE
Base Size (People/Experience): Please describe your experience in as much detail as you canINSURANCE BRAND C165/283
CINEMA BRINGS CONTENT WITHOUT BEING REPETITIVE
TV
CINEMA
"I didn’t pay much attention." AUTO BRAND D • TV • Ad from brand • Neutral • Made no difference
"people gathered together as a man asks what is the most important feature in a vehicle. most say dependability. a door opens to show the most dependable car is in fact their cars.. the BRAND D. the ad goes on to list the awards BRAND D has received"AUTO BRAND D • Cinema • Fairly positive • Slightly more likely to purchase
AUTO
Base Size (People/Experience): Please describe your experience in as much detail as you can AUTO BRAND C 156/243
PEOPLE PAY MORE ATTENTION TO DETAILS FOR CAR BRANDS
TV CINEMA
Implications
If brands want to communicate their purpose, more complex messages and have deeper resonance, cinema gives a unique opportunity.
Whatever the frequency provided, other media may never achieve this.
Putting cinema on the media schedule can super-charge the impact of all media for brands.
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