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.

1. CINEMA FINDING NEW
AUDIENCES
TESCO “FLORENCE & FRED”
JUNE 2012
DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

2. JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDY
SUMMARY
The cinema activity has worked to drive recognition
amongst the exposed group and has complemented
the TV well by adding incremental reach to the
campaign.
Cinema has deepened F&F’s message cut through on
quality and style credentials, in turn driving a stronger
relationship with the Tesco brand amongst those
exposed to the cinema creative.
The creative has successfully driven positive response
towards F&F and increased purchase consideration
for the brand.
Source : DCM / Initiative Media London / Hall & Partners/ Tesco 2012

3. JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDY
BACKGROUND & OBJECTIVES
BACKGROUND:
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 consideration
PACKAGE & TARGET AUDIENCE:
6th April – 20th April 2012
National AGP Package
Solus DCM
Source : DCM / Initiative Media London / Hall & Partners/ Tesco 2012

4. JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDY
METHODOLODY & 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. JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDY
ADVERTISING
RECOGNITION &
RESPONSE
DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

6. JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDY
CINEMA DELIVERING HIGHER
AD RECALL FOR TESCO
ADVERTISING
PROMPTED AD AWARENESS
Source : DCM / Initiative Media London / Hall & Partners/ Tesco 2012
Base: Control (561) / Exposed (300)
AUF2b: Which of these retailers or stores have you seen or heard any food advertising for recently?.

7. JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDY
SIGNIFICANTLY HIGHER RECOGNITION FOR THE F&F
CREATIVE AMONGST CINEMAGOERS
ADVERTISING RECOGNITION & BRAND LINKAGE
Recognise Debranded Ad Recognise Branded Ad
(from storyboard) (Peak score)
Source : DCM / Initiative Media London / Hall & Partners/ Tesco 2012
Base: Peak Week Control (186). Exposed (150) Significantly higher vs .Control
QLTV_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. JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDY
CINEMA EXTENDING THE REACH TO MORE UPMARKET
AUDIENCES
RECOGNITION (BY SUB-GROUP)
Exposed
Control
Source : DCM / Initiative Media London / Hall & Partners/ Tesco 2012
Base: 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. JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDY
CINEMA GENERATED A MORE POSITIVE AD
RESPONSE,
PROMPTING FURTHER INTEREST IN THE BRAND
ADVERTISING 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 it's saying +11%
It is consistent with my experience +11%
I believe what the ad is saying +8%
It's a really good ad I enjoy watching +8%
It really grabs your attention +7%
It's the kind of ad you would talk about +7%
Source : DCM / Initiative Media London / Hall & Partners/ Tesco 2012
Base: Control recognisers (227). Exposed recognisers (173). Significantly higher vs .Control
QLTV_ad5 For each of these statements, please tell us how much you agree or disagree that they describe the ad.

10. JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDY
CINEMA INCREASING CONSIDERATION AMONGST
CURRENT TESCO SHOPPERS
ADVERTISING 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 it's saying +15%
It is consistent with my experience +14%
I believe what the ad is saying +13%
It's a really good ad I enjoy watching +12%
It really grabs your attention +11%
It's the kind of ad you would talk about +6%
Source : DCM / Initiative Media London / Hall & Partners/ Tesco 2012
Base: Tesco Shopper. Control recognisers (87). Exposed recognisers (92). Significantly higher vs .Control
QLTV_ad5 For each of these statements, please tell us how much you agree or disagree that they describe the ad.

11. JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDY
CINEMA DRIVING BRAND WARMTH AMONGST NON-
TESCO SHOPPERS
ADVERTISING 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 it's 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 2012
Base: 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. JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDY
RANGE, STYLE AND QUALITY ARE KEY MESSAGE
TAKE-OUTS FOR THOSE WHO SAW F&F IN THE CINEMA
SPONTANEOUS MAIN MESSAGE
Spontaneous 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 2012
Base: Control recognisers (227). Exposed recognisers (173). Significantly higher vs .Control
LTV_ad1: What impressions do you get of [BRAND] having seen this advertising? What did it tell you about [BRAND]?

13. JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDY
DEEPER MESSAGE CUT THROUGH AMONGST
PROMPTED CINEMAGOERS WITH UPLIFTS IN QUALITY
AND RANGE
PROMPTED 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 2012
Base: 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. JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDY
IMPACT ON THE
TESCO BRAND
DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

15. JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDY
CINEMAGOERS HAVE STRONGER BRAND AFFINITY
WITH INCREASE PURCHASE CONSIDERATION FOR F+F
BRAND
TESCO 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 2012
Base: Control Recognisers (227) Exposed Recognisers (173)
BE2 Please tell us how well these stores perform on each of the statements below.

16. JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDY
CINEMA SHOPPER’S FIND TESCO’S CLAIM TO BE
CREDIBLE AND MOTIVATING
TESCO 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 2012
Base: 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. JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDY
RESPONSE TO THE TESCO BRAND REMAINS MUTED
AMONGST NON-SHOPPERS
TESCO 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 2012
Base: 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. JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDY
THANK YOU
DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE