Barclaycard Mobile Payments Cinema Case StudyPresentation Transcript
BARCLAYCARD MOBILE PAYMENTS CINEMA CASE STUDY Date: 25.07.11 Presented by: Sarah Cratchley DCM.CO.UK
Source notes: Millward Brown Barclaycard Cinema debrief 22.07.11.
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…
Investigate if the addition of cinema
delivered an effect in the following areas:
Media reach: Does it provide a greater opportunity to strengthen cut through?
Excitement: Does it have an impact on creative take-out and emotional connection?
Using the Barclaycard online brand
tracker, run by Millward Brown, with a
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.
40 second edit of the Barclaycard ‘Rollercoaster’ mobile payment ad
5 week cinema campaign from 3 rd June 2011 in major conurbations*
Shown on 1,800 screens & 7.4 million estimated viewings
Q21. 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 Barclaycard It 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 3.73 3.80 76 71 Cinema Post Dip % June Tracking % UK Tracking 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
= 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 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 62 52 46 49 69 59 43 28 22 UK Tracking 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
= 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 % Makes payments simple Provides products and services that other credit card providers don't Is innovative in introducing new ways of paying for things Makes life simple Makes paying for things with your mobile simple First Impression Total Impressions UK Tracking Norm 32% / 56% Effective Base: (96) (134) Q25. Which one of these impressions did the advert give you most strongly about the brand?
= 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?
= 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 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
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 19 th May – 2 nd June 24 th June – 8 th July 3 rd June – 7 th 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? Cinema Barclaycard 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
THANK YOU Contact Sarah Cratchley T: 020 7534 6363 E: firstname.lastname@example.org DCM.CO.UK