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
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