CINEMA FINDING NEWAUDIENCESTESCO “FLORENCE & FRED”JUNE 2012DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDYSUMMARYThe cinema activity has worked to drive recognitionamongst the expo...
JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDYBACKGROUND & OBJECTIVESBACKGROUND:Following the success of cinema’s contri...
JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDYMETHODOLODY & SAMPLE METHODOLOGY & SAMPLE :                               ...
JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDYADVERTISINGRECOGNITION &RESPONSEDCM: MAKING THE CINEMA EXPERIENCE BIGGER T...
JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDYCINEMA DELIVERING HIGHERAD RECALL FOR TESCOADVERTISINGPROMPTED AD AWARENES...
JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDYSIGNIFICANTLY HIGHER RECOGNITION FOR THE F&FCREATIVE AMONGST CINEMAGOERSAD...
JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDYCINEMA EXTENDING THE REACH TO MORE UPMARKETAUDIENCESRECOGNITION (BY SUB-GR...
JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDYCINEMA GENERATED A MORE POSITIVE ADRESPONSE,PROMPTING FURTHER INTEREST IN ...
JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDYCINEMA INCREASING CONSIDERATION AMONGSTCURRENT TESCO SHOPPERSADVERTISING D...
JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDYCINEMA DRIVING BRAND WARMTH AMONGST NON-TESCO SHOPPERSADVERTISING DIAGNOST...
JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDYRANGE, STYLE AND QUALITY ARE KEY MESSAGETAKE-OUTS FOR THOSE WHO SAW F&F IN...
JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDYDEEPER MESSAGE CUT THROUGH AMONGSTPROMPTED CINEMAGOERS WITH UPLIFTS IN QUA...
JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDYIMPACT ON THETESCO BRANDDCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST...
JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDYCINEMAGOERS HAVE STRONGER BRAND AFFINITYWITH INCREASE PURCHASE CONSIDERATI...
JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDYCINEMA SHOPPER’S FIND TESCO’S CLAIM TO BECREDIBLE AND MOTIVATINGTESCO BRAN...
JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDYRESPONSE TO THE TESCO BRAND REMAINS MUTEDAMONGST NON-SHOPPERSTESCO BRAND I...
JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDYTHANK YOUDCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
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Cinema Delivers A Higher Ad Recall For Tesco

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Following the success of cinema’s contribution to the Tesco Apples creative in November 2011, cinema was back on their media plan. In April 2012, Tesco launched their new fashion line ‘Florence & Fred’ running a multi-media campaign on TV, press online and cinema.

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  • Toyota as a brand is positioned as a ‘ challenger ’ . 11% of their customers are viewed a committed, whilst 89% are not. Yaris is a ‘ volume hero ’ , designed to grow Toyota ’ s share in a static market.
  • This suggests that F&F in the cinema is most likely to convert Tesco shoppers to also being F&F shoppers, rather than bringing non-shoppers into Tesco via F&F (which is a considerable leap to make) If looking to increase penetration of Tesco, campaigns focussing on groceries may therefore be the best route; once non-shoppers have been converted to shopping with Tesco for groceries, they will then be more receptive to also considering the brand for their clothing
  • In
  • In summary… The campaign did exactly what it was designed to: brought Toyota ’ s message to a younger audience – hence helping them potentially drive share in a stagnant market. The Cinemagoing audience were warm towards the brand, and importantly associated it with the more dynamic values Toyota was aiming to position itself alongside.
  • Cinema Delivers A Higher Ad Recall For Tesco

    1. 1. CINEMA FINDING NEWAUDIENCESTESCO “FLORENCE & FRED”JUNE 2012DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
    2. 2. JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDYSUMMARYThe cinema activity has worked to drive recognitionamongst the exposed group and has complementedthe TV well by adding incremental reach to thecampaign.Cinema has deepened F&F’s message cut through onquality and style credentials, in turn driving a strongerrelationship with the Tesco brand amongst thoseexposed to the cinema creative.The creative has successfully driven positive responsetowards F&F and increased purchase considerationfor the brand.Source : DCM / Initiative Media London / Hall & Partners/ Tesco 2012
    3. 3. JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDYBACKGROUND & OBJECTIVESBACKGROUND:Following the success of cinema’s contribution to the Tesco Apples creative in November 2011, cinema was back on their media plan. In April 2012, Tesco launched their new fashion line ‘Florence & Fred’ running a multi-media campaign on TV, press online and cinema.RESEARCH OBJECTIVES:• To understand what impact cinema had on the KPI’s of the campaign: › Recognition › Brand Affinity › Message Cut Through › Shifting brand perception of Florence + Fred and Tesco › Purchase considerationPACKAGE & TARGET AUDIENCE:6th April – 20th April 2012National AGP PackageSolus DCMSource : DCM / Initiative Media London / Hall & Partners/ Tesco 2012
    4. 4. JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDYMETHODOLODY & SAMPLE METHODOLOGY & SAMPLE : Control Exposed • Online survey using Tesco brand tracker with an Base 561 300 added cinema booster run by Hall & Partners 21-30 26% 26% • Fieldwork : 20th Apr – 3rd May 2012 31-40 21% 21% • Sample was taken from England, Scotland & Wales 41-50 24% 24% only consisting of: › Cinemagoers (n=300): People who HAVE been 51-65 29% 29% to cinema in the last week › Control cell (n=561): Non-cinemagoers who HAVE NOT been to the cinema to see one of the films listed Male 48% 48% Female 52% 52%Source : DCM / Initiative Media London / Hall & Partners/ Tesco 2012
    5. 5. JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDYADVERTISINGRECOGNITION &RESPONSEDCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
    6. 6. JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDYCINEMA DELIVERING HIGHERAD RECALL FOR TESCOADVERTISINGPROMPTED AD AWARENESSSource : DCM / Initiative Media London / Hall & Partners/ Tesco 2012Base: Control (561) / Exposed (300)AUF2b: Which of these retailers or stores have you seen or heard any food advertising for recently?.
    7. 7. JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDYSIGNIFICANTLY HIGHER RECOGNITION FOR THE F&FCREATIVE AMONGST CINEMAGOERSADVERTISING RECOGNITION & BRAND LINKAGE Recognise Debranded Ad Recognise Branded Ad (from storyboard) (Peak score)Source : DCM / Initiative Media London / Hall & Partners/ Tesco 2012Base: Peak Week Control (186). Exposed (150) Significantly higher vs .ControlQLTV_R1 Have you seen this TV advertising recently?QLTV_R3 Now that you have seen the ad, do you recognise it? Even if you said you recognised the ad already, please tick it again.
    8. 8. JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDYCINEMA EXTENDING THE REACH TO MORE UPMARKETAUDIENCESRECOGNITION (BY SUB-GROUP) Exposed ControlSource : DCM / Initiative Media London / Hall & Partners/ Tesco 2012Base: Exposed: Total (300). 21-30s (80). 31-40s (64). 41-50 (74). 51-65 (82). Males (147). Females (153). Upmarket (93). Midmarket (172). Price Sensitive (35). Shopper (137)Control: Total (561). 21-30s (148). 31-40s (116). 41-50 (135). 51-65 (162). Males (272). Females (289). Upmarket (141). Midmarket (303). Price Sensitive (117). Shopper (203)QLTV_R3 Now that you have seen the ad, do you recognise it? Even if you said you recognised the ad already, please tick it again.
    9. 9. JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDYCINEMA GENERATED A MORE POSITIVE ADRESPONSE,PROMPTING FURTHER INTEREST IN THE BRANDADVERTISING DIAGNOSTICS Control recognisers Exposed recognisers Diff Makes me consider (BRAND) more +17% Make me feel good about shopping at Tesco +13% It makes me think of (BRAND) in a new way +12% I can really relate to what its saying +11% It is consistent with my experience +11% I believe what the ad is saying +8% Its a really good ad I enjoy watching +8% It really grabs your attention +7% Its the kind of ad you would talk about +7%Source : DCM / Initiative Media London / Hall & Partners/ Tesco 2012Base: Control recognisers (227). Exposed recognisers (173). Significantly higher vs .ControlQLTV_ad5 For each of these statements, please tell us how much you agree or disagree that they describe the ad.
    10. 10. JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDYCINEMA INCREASING CONSIDERATION AMONGSTCURRENT TESCO SHOPPERSADVERTISING DIAGNOSTICS – AMONGST TESCO SHOPPERS Control recognisers Exposed recognisers Diff Makes me consider (BRAND) more +21% Make me feel good about shopping at Tesco +18% It makes me think of (BRAND) in a new way +17% I can really relate to what its saying +15% It is consistent with my experience +14% I believe what the ad is saying +13% Its a really good ad I enjoy watching +12% It really grabs your attention +11% Its the kind of ad you would talk about +6%Source : DCM / Initiative Media London / Hall & Partners/ Tesco 2012Base: Tesco Shopper. Control recognisers (87). Exposed recognisers (92). Significantly higher vs .ControlQLTV_ad5 For each of these statements, please tell us how much you agree or disagree that they describe the ad.
    11. 11. JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDYCINEMA DRIVING BRAND WARMTH AMONGST NON-TESCO SHOPPERSADVERTISING DIAGNOSTICS – AMONGST NON-TESCO SHOPPERS Control recognisers Exposed recognisers Diff Makes me consider Tesco more +8% Make me feel good about Tesco +7% I can really relate to what its saying +7% It’s the kind of ad you would talk about +2% It makes me think of Tesco in a new way +2% I believe what the ad is saying +1% It really grabs your attention = It’s a really good ad I enjoy watching -2% It is consistent with my experience of Tesco -2%Source : DCM / Initiative Media London / Hall & Partners/ Tesco 2012Base: Tesco Non-Shopper. Control recognisers (140). Exposed recognisers (81).QLTV_ad5 For each of these statements, please tell us how much you agree or disagree that they describe the ad.
    12. 12. JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDYRANGE, STYLE AND QUALITY ARE KEY MESSAGETAKE-OUTS FOR THOSE WHO SAW F&F IN THE CINEMASPONTANEOUS MAIN MESSAGESpontaneous Verbatim (Exposed): ‘They sell lots of different ‘They sell lots of different clothing items for all clothing items for all occasions’ occasions’ ‘It has a range of clothing that ‘It has a range of clothing that suits every occasion’ suits every occasion’ ‘That F&F has fashionable ‘That F&F has fashionable clothes for all occasions’ clothes for all occasions’ ‘Fashion for all occasions and ‘Fashion for all occasions and all the family’ all the family’Coded Verbatim: +5% +5%Source : DCM / Initiative Media London / Hall & Partners/ Tesco 2012Base: Control recognisers (227). Exposed recognisers (173). Significantly higher vs .ControlLTV_ad1: What impressions do you get of [BRAND] having seen this advertising? What did it tell you about [BRAND]?
    13. 13. JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDYDEEPER MESSAGE CUT THROUGH AMONGSTPROMPTED CINEMAGOERS WITH UPLIFTS IN QUALITYAND RANGEPROMPTED MAIN MESSAGE Control recognisers Exposed recognisers Diff F&F at Tesco clothes are good quality +5% F&F at Tesco clothes are stylish and +5% fashionable F&F at Tesco is a brand for someone like +3% me F&F at Tesco clothes are good value for +1% money F&F at Tesco is a brand on the up -1%Source : DCM / Initiative Media London / Hall & Partners/ Tesco 2012Base: Control recognisers (227). Exposed recognisers (173).QLTV_ad5 For each of these statements, please tell us how much you agree or disagree that they describe the ad.
    14. 14. JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDYIMPACT ON THETESCO BRANDDCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
    15. 15. JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDYCINEMAGOERS HAVE STRONGER BRAND AFFINITYWITH INCREASE PURCHASE CONSIDERATION FOR F+FBRANDTESCO BRAND IMAGERY - % STRONG AGREEMENT Control Exposed Recognisers Recognisers Diff Brand for people like me +8% Visit this brand’’s stores over an alternative +6% I would choose this brand over all others +6% I would recommend this brand to others +5% Acts with the interests of others in mind +5% I believe this brand delivers on its promises +3% I believe what this brand says about itself +3% Heard people talking positively about the brand +2% I understand what this brand stands for +1%Source : DCM / Initiative Media London / Hall & Partners/ Tesco 2012Base: Control Recognisers (227) Exposed Recognisers (173)BE2 Please tell us how well these stores perform on each of the statements below.
    16. 16. JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDYCINEMA SHOPPER’S FIND TESCO’S CLAIM TO BECREDIBLE AND MOTIVATINGTESCO BRAND IMAGERY - % STRONG AGREEMENT - SHOPPERS Control Shoppers Recogs Exposed Shopper Recogs Diff Conviction Visit this brand’’s stores over an +9% alternative I would choose this brand over all others +11% Integrity Delivers on its promises +12% I believe what this brand says about itself +12% Relevance Brand for people like me +9%Source : DCM / Initiative Media London / Hall & Partners/ Tesco 2012Base: Control Shopper Recognisers (59) Exposed Shopper Recognisers (125)BE1 Please indicate to what extent you agree with each of the following statements, giving an answer for each brand..
    17. 17. JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDYRESPONSE TO THE TESCO BRAND REMAINS MUTEDAMONGST NON-SHOPPERSTESCO BRAND IMAGERY - % STRONG AGREEMENT – NON-SHOPPERS Control Shoppers Exposed Shopper Diff Conviction TOTAL TOTAL Visit this brand’’s stores over an +6% alternative I would choose this brand over all others +7% Integrity Delivers on its promises +7% I believe what this brand says about itself +9% Relevance Brand for people like me +12%Source : DCM / Initiative Media London / Hall & Partners/ Tesco 2012Base: Control Non-Shopper Total (145) Exposed Non-Shopper Total (81)BE1 Please indicate to what extent you agree with each of the following statements, giving an answer for each brand..
    18. 18. JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDYTHANK YOUDCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

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