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CINEMA DRIVING DEEPERMESSAGE OUTTAKE ANDINCREMENTAL REACHFOR YOUR BRANDBAKERS ‘MEATY MEALS’JUNE 2012DCM: MAKING THE CINEMA...
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDYSUMMARY & KEY FINDINGSUsing cinema as part of the media mix of the Bakers“Meat...
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDYMETHODOLOGYBACKGROUND:For 2 years, Bakers ran a multi-media campaign for its “...
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDYFILM LIST EACH WEEKEXPOSED CINEMAGOERS                                        ...
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDYFILM LIST EACH WEEKNON-EXPOSED CINEMAGOERS            21 Jump Street          ...
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDYHOW DID THIS CREATIVEPERFORM ON TV?Source : DCM / Millward Brown / Nestle 2012
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDYTV CREATIVE DELIVERED A MORE HIGH IMPACT ADVERTCOMPARED TO NORMCAMPAIGN PERIOD...
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDYTV FINDINGSCUT-THROUGH:• Lower ad recognition for ‘Italian Job’ 60” due to low...
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDYTHE IMPACT OF IN-CINEMA EXPOSURESource : DCM / Millward Brown / Nestle 2012
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDYCINEMA REACHES A YOUNGER, MORE UPMARKET ANDBRAND AWARE AUDIENCE               ...
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDYSIGNIFICANT DIFFERENCE IN CINEMA AD AWARENESSRESULTING IN BETTER OVERALL COMMS...
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDYINCREASED AD VISIBILITY TRANSLATES INTO DIRECTIONALLYBETTER BRAND AWARENESS (M...
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDYSTRONGER SLOGAN RECALL AMONGST THE EXPOSEDCINEMA CELLSLOGAN RECOGNITION : ‘YOU...
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDYDEEPER MESSAGE OUTTAKE DRIVES PURCHASEAMONGST CINEMA EXPOSED CELL             ...
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDYSIGNIFICANT INCREASE IN IMAGE ASSOCIATIONS AMONGST EXPOSEDGROUP ESPECIALLY ON ...
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDY     CINEMA EXPOSURE INCREASED ASSOCIATIONS IN TRUST AND     QUALITY – THOSE M...
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDYCINEMA EXPOSURE SHOWING UPLIFTS FOR MEATY MEALS INDIFFERENTATION, LOVE TOWARDS...
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDY     CINEMA EXPOSURE INCREASED ASSOCIATIONS IN TRUST AND LOVE     FOR THE BRAN...
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDYINCREASING PURCHASE CONSIDERATION AMONGST THECINEMA EXPOSED CELLCONSIDERATION ...
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDYCINEMA ALSO HELPS DRIVE A POSITIVE SHIFT IN CONSUMERSTO BUY NOWADAYS          ...
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDYCINEMA EXPOSURE DELIVERING STRONGER WORD OF MOUTHTO RECOMMEND BAKERSBRAND RECO...
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDYTHANK YOUSource : DCM / Millward Brown / Nestle 2012
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Cinema drives deeper message outtake and incremental reach for Bakers

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Using cinema as part of the media mix of the Bakers “Meaty Meals" campaign has had an incremental impact on overall brand performance, and helped the brand reach a different demographic.

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Cinema drives deeper message outtake and incremental reach for Bakers

  1. 1. CINEMA DRIVING DEEPERMESSAGE OUTTAKE ANDINCREMENTAL REACHFOR YOUR BRANDBAKERS ‘MEATY MEALS’JUNE 2012DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
  2. 2. JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDYSUMMARY & KEY FINDINGSUsing cinema as part of the media mix of the Bakers“Meaty Meals “ Campaign has had an incrementalimpact on overall brand performance, and helps thebrand reach a different demographic.The cinema-exposed group...• were more campaign-aware• were more brand aware (Meaty Meals)• had wider perceptions of what the brand stood for• were more likely to buy nowadays and recommend• more likely to consider Bakers in the futureSource : DCM / Millward Brown / Nestle 2012
  3. 3. JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDYMETHODOLOGYBACKGROUND:For 2 years, Bakers ran a multi-media campaign for its “Meaty Meals”brand across TV, VoD and Cinema. It launched a 30” and 60” copy onTV in 2 bursts in August 2011 and Feb – March 2012, which deliveredawareness . In November 2011 saw the release of the creative on thecinema screens, which lead to another burst of activity that ran from30th Mar – 10th May 2012.RESEARCH OBJECTIVES:•Drive brand appeal and emotional affinity towards the brand with the ‘Dogs will do anything for Bakers’ narrative•Incremental reach of adding cinema to the media planMETHODOLOGY & SAMPLE :•Fieldwork : 6h Apr – 17th May 2012•Online survey using Bakers brand tracker with an added cinema booster•Target Audience : Adults 18+ who own 1-4 dogs, are the main purchaser of dog food in the household. They either buy canned, complete dry, soft/moist or dry mixer dog food and feed their dog themselves.› Exposed Cinemagoers (n=155) : People who HAVE been to cinema in the last week and HAVE seen one of the relevant films where the Bakers Meaty Meal ad was shown in the reel› Non-exposed Cinemagoers (n=201) : People who HAVE been to cinema and HAVE NOT seen one of the relevant films where the Bakers Meaty Meal ad was shown in the reelSource : DCM / Millward Brown / Nestle 2012
  4. 4. JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDYFILM LIST EACH WEEKEXPOSED CINEMAGOERS WEEK TWO WEEK THREE WEEK ONE The Hunger Games The Hunger Games The Devil Inside The Hunger Games We Bought a Zoo Titanic 2D In Darkness Titanic 2D Titanic 3D We Bought a Zoo Titanic 3D The Best Exotic Marigold Hotel This Means War The Best Exotic Marigold Hotel WEEK FOUR WEEK FIVE WEEK SIX Gone Gone Albert Nobbs Salmon Fishing in the Yemen Salmon Fishing in the Yemen Gone The Hunger Games The Hunger Games Silent House Salmon Fishing in the Yemen Titanic 2D Titanic 3D The Best Exotic Marigold Hotel Titanic 3D The Hunger Games The Luck One The Best Exotic Marigold Hotel Titanic 3DSource : DCM / Millward Brown / Nestle 2012*Films that have a female profile of 60% and aboveFilms screening the Bakers advert between 30th Mar 2012 – 10th May 2012 that are excluded from the list:A Dangerous Method, Beginners, Bel Ami, Big Miracle, Carnage, Dark Shadows, Damsels in Distress, In Darkness, Pirate of the Caribbean : On Stranger Tides, Shame,The Artist, The Big Year, The Descendants, The Devil Inside, The Girl with a Dragon Tattoo, The Help, The Iron Lady, The Vow, This Means War, Wanderlust, WarHorse, W.E and all family films
  5. 5. JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDYFILM LIST EACH WEEKNON-EXPOSED CINEMAGOERS 21 Jump Street Marley Act of Valour Mirror Mirror American Pie: Reunion Mission Impossible : Ghost Protocol Avengers Assemble 2D / 3D Moneyball Battleship Of Gods and Men Beauty and the Beast 2D / 3D Pirates! In An Adventure With Captain America : The First Avenger 3D Project X Clash of the Titans 2D Rampart Contraband Safe House Corialanus Street Dance 2D / 3D Headhunters The Cabin In The Woods Hugo 2D / 3D The Cold Light of Day J.Edgar The Muppets John Carter 2D / 3D The Raven Journey 2 : The Mysterious Island This Must Be The Place Like Crazy Wrath of The Titans 2D / 3D Lock OutSource : DCM / Millward Brown / Nestle 2012Films screening between 30th Mar 2012 – 10th May 2012
  6. 6. JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDYHOW DID THIS CREATIVEPERFORM ON TV?Source : DCM / Millward Brown / Nestle 2012
  7. 7. JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDYTV CREATIVE DELIVERED A MORE HIGH IMPACT ADVERTCOMPARED TO NORMCAMPAIGN PERIOD : 13.02.12 – 19.03.12 | FIELDWORK PERIOD : 30.01.12 – 26.02.12 Sig. above norm EXPECTATIONS OF BAKERS “MEATY DIRECT MEAL” In line with norm RESPONSE ADS CREATIVE (BENCHMARK) Sig. below norm Enjoyment Attention Engagement High Impact ad. Branding Branding ‘Dogs will do anything for Key message Communication Bakers’ comes through well. takeout ‘Taste’ is secondary. More likely to use Messaging generates good levels of brand appeal and Response motivation to purchase. AppealSource : DCM / Millward Brown / Nestle 2012
  8. 8. JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDYTV FINDINGSCUT-THROUGH:• Lower ad recognition for ‘Italian Job’ 60” due to lower media spend compared to 2011 edit• The plot of ‘Meaty Meals’ creative delivering higher enjoyment, positive buzz and deeper engagement with the longer creative• While branding is not above average it is maintained at a level directionally above norm meaning the adverts overall cut-through potential remains solid.COMMUNICATION / RESPONSE• The key messaging ‘dogs will do anything for Bakers’ comes through as the top communication , we see ‘great tasting dog food’ coming through as the secondary communication at lower levels than Key Message A.• This communication is considered different and relevant . In addition, the message delivered creatively is driving an emotional response in making consumers feel closer to the brand . The advert is generating high levels of brand appeal with likelihood to purchase at normative levels.Source : DCM / Millward Brown / Nestle 2012
  9. 9. JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDYTHE IMPACT OF IN-CINEMA EXPOSURESource : DCM / Millward Brown / Nestle 2012
  10. 10. JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDYCINEMA REACHES A YOUNGER, MORE UPMARKET ANDBRAND AWARE AUDIENCE Cinema Exposed Cinema Non-Exposed Non-cinemagoers Gender Male 42% 48% 30% Female 58% 52% 70% Age 18-29 35% 30% 26% 30-39 29% 31% 25% 40-49 20% 21% 26% 50+ 15% 18% 23% SEG ABC1 61% 60% 44% C2DE 39% 40% 56% Brand Usage (EverSource : DCM / Millward BrownBought) / Nestle 2012Base : Exposed (155), Non-Exposed (201), Non-Cinema (326)
  11. 11. JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDYSIGNIFICANT DIFFERENCE IN CINEMA AD AWARENESSRESULTING IN BETTER OVERALL COMMS AWARENESSTOTAL BRAND COMMUNICATION AWARENESS : MASTERBRAND Non- Difference Exposed Exposed vs. Total Exposed % Non-Exposed % % -/+CINEMA AWARENESS : MASTERBRANDSource : DCM / Millward Brown / Nestle 2012Base: Total (691), Exposed (155), Non-Exposed (201)Q. Have you seen, heard or read anything about these brands anywhere recently? Significantly different vs Non-ExposedQ. In which of these places have you seen, heard or read anything about… (BRAND) recently?
  12. 12. JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDYINCREASED AD VISIBILITY TRANSLATES INTO DIRECTIONALLYBETTER BRAND AWARENESS (MEATY MEALS) AMONGSTEXPOSED GROUPPROMPTED AWARENESS : VARIANT BRAND Non- Difference Exposed Exposed vs. Total Exposed % Non-Exposed % % -/+Source : DCM / Millward Brown / Nestle 2012Base: Total (691), Exposed (155), Non-Exposed (201)Q, What brands of complete dry dog food have you seen or heard of?
  13. 13. JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDYSTRONGER SLOGAN RECALL AMONGST THE EXPOSEDCINEMA CELLSLOGAN RECOGNITION : ‘YOUR PET OUR PASSION’ Difference Non Exposed Non-Exposed Exposed vs. Cinemagoers Total Cinemagoers Cinemagoers Non-Exposed % % % % -/+ Prompted 8 recognitionSource : DCM / Millward Brown / Nestle 2012Base Unprompted: Total (365), Exposed (78), Non-Exposed (97) , Non Cinemagoers (base 172)Prompted: Total (342), Exposed (74), Non-Exposed (base 101)Q. Prompted: We are now going to show you a slogan. Do you recognise this slogan?
  14. 14. JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDYDEEPER MESSAGE OUTTAKE DRIVES PURCHASEAMONGST CINEMA EXPOSED CELL DifferenceBUY NOWADAYS Non- Exposed vs. Total Exposed % % Exposed Non-Exposed % -/+BUY MOST OFTENSource : DCM / Millward Brown / Nestle 2012Base: Total (691), Exposed (155), Non-Exposed (201)Q. Please select all the brands of complete dry dog food you buy nowadays.Q. Which one of these brands of complete dry dog food do you buy most often?
  15. 15. JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDYSIGNIFICANT INCREASE IN IMAGE ASSOCIATIONS AMONGST EXPOSEDGROUP ESPECIALLY ON NUTRITION, HEALTH, RELATIONSHIP WITHDOG AND QUALITYBAKERS BRAND IMAGERY : RANKED ON DIFFERENCE Difference Exposed Total Exposed Non-Exposed vs. Non-Exposed % % % -/+ Provide excellent nutrition 33 41 22 19 Visibly improve your dogs health 16 25 7 18 Are brands youre hearing a lot of good things about nowadays 23 31 13 18 Understand the relationship between you and your dog 28 37 20 17 Are made with high quality ingredients 30 40 23 17 Are made by experts in dog nutrition 28 34 19 15 Are recommended by vets 9 18 4 14 Are free from artificial colours and 24 10 14 14 preservatives 35 39 25 14 Keep your dog healthy 38 43 29 14 Are brands you trust completelySource : DCM / Millward Brown / Nestle 2012Base: Base: Total (457), Exposed (102), Non-Exposed (135) Significantly different vs Non-Exposed
  16. 16. JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDY CINEMA EXPOSURE INCREASED ASSOCIATIONS IN TRUST AND QUALITY – THOSE MOST INFLUENTIAL IN DRIVING BUYING BAKERS NOWADAYS BAKERS BRAND IMAGERY : RANKED ON JACCARDS (BUY NOW) Difference Exposed Total Exposed Non-Exposed vs. Non-Exposed % % % -/+ Do you love 27 28 19 9 Make products that suit the particular needs of your dog 31 35 27 8 Are brands you trust completely 38 43 29 14 Make you feel good to serve to your dog 34 38 30 8Importance to Buy Nowadays Are good value 31 31 25 6 Are enjoyable for dogs to eat 49 52 40 12 Help keep your dog full of life 31 34 27 7 Keep your dog healthy 35 39 25 14 39 38 34 4 Contain the meatiness that dogs enjoy 36 40 31 9 Are great tasting dog foods Source : DCM / Millward Brown / Nestle 2012 Base: Base: Total (457), Exposed (102), Non-Exposed (135) Significantly different vs Non-Exposed
  17. 17. JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDYCINEMA EXPOSURE SHOWING UPLIFTS FOR MEATY MEALS INDIFFERENTATION, LOVE TOWARDS BRAND, TRUST, INNOVATION ANDQUALITYBAKERS “MEATY MEALS” BRAND IMAGERY : RANKED ON BUY NOW Difference Exposed Total Exposed Non-Exposed vs. Non-Exposed % % % -/+ Offer something different to other dog food brands 33 48 30 18 Do you love 21 31 15 16 Are brands you trust completely 36 47 31 16 Are recommended by vets 11 21 6 15 Are brands youre hearing a lot of good 22 34 19 15 things about nowadays Always seem to be doing something new 21 30 16 14 Reminds me of how my dog behaves 19 29 16 13 Use better quality ingredients than other 24 32 19 13 brands 32 43 30 13 Are made by experts in dog nutrition 23 32 20 12 Understand the relationship between you and your dogSource : DCM / Millward Brown / Nestle 2012Base: Base: Total (457), Exposed (102), Non-Exposed (135) Significantly different vs Non-Exposed
  18. 18. JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDY CINEMA EXPOSURE INCREASED ASSOCIATIONS IN TRUST AND LOVE FOR THE BRAND – THOSE MOST INFLUENTIAL IN DRIVING BUYING BAKERS “MEATY MEALS” NOWADAYS BAKERS MEATY MEALS BRAND IMAGERY : RANKED ON JACCARDS (BUY NOW) Difference Exposed Total Exposed Non-Exposed vs. Non-Exposed % % % -/+ Do you love 21 31 15 16 Make products that suit the particular needs of your dog 27 35 28 7 Are brands you trust completely 36 47 31 16 Make you feel good to serve to your dog 32 34 35 -1Importance to Buy Nowadays Are good value 30 31 31 0 Are enjoyable for dogs to eat 49 49 55 -6 Help keep your dog full of life 31 32 32 0 Keep your dog healthy 29 36 30 6 57 64 58 6 Contain the meatiness that dogs enjoy 42 44 45 -1 Are great tasting dog foods Source : DCM / Millward Brown / Nestle 2012 Base: Base: Total (457), Exposed (102), Non-Exposed (135) Significantly different vs Non-Exposed
  19. 19. JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDYINCREASING PURCHASE CONSIDERATION AMONGST THECINEMA EXPOSED CELLCONSIDERATION Difference Exposed vs. Total Exposed Non-Exposed Non-Exposed % % % -/+ The only brand I would consider 0 One of 2 or 3 brands Id consider 5 One of several brands I 0 d consider A brand I might consider 0 A brand I would not consider -3 Mean score: 3.00 3.12 3.01Source : DCM / Millward Brown / Nestle 2012Base: Total (691), Exposed (155), Non-Exposed (201)Q. The next time you buy dog food, how likely are you to consider choosing …(BRAND)?
  20. 20. JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDYCINEMA ALSO HELPS DRIVE A POSITIVE SHIFT IN CONSUMERSTO BUY NOWADAYS TV Campaign: 02.05-12.03.12 Cinema Campaign: 30.03-10.05.12 TV on air (504 GRPs) TV on air (556 GRPs) Cinema on air +3% uplift (from 8% at start of cinema airing)Source : DCM / Millward Brown / Nestle 2012Base: Total (691), Exposed (155), Non-Exposed (201)
  21. 21. JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDYCINEMA EXPOSURE DELIVERING STRONGER WORD OF MOUTHTO RECOMMEND BAKERSBRAND RECOMMENDATION Difference Non- Total Exposed Exposed vs. Exposed % % Non-Exposed % -/+ Mean ScoreSource : DCM / Millward Brown / Nestle 2012Base: Total (691), Exposed (155), Non-Exposed (201)Q. How likely are you to recommend the following brand(s) to a friend or colleague?
  22. 22. JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDYTHANK YOUSource : DCM / Millward Brown / Nestle 2012

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