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Cinema revs up Toyota's incremental reach

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Toyota have been running heavyweight TV campaigns for the Yaris model over the past year. From January to March 2012, Toyota launched their new ‘Gadget Guy’ creative on cinema using an Audience Garentuee Pacakage.

The campaign was a great success and Toyota saw increased brand and purchase consideration amongst cinemagoers.

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Cinema revs up Toyota's incremental reach

  1. 1. CINEMA CAN ADDINCREMENTAL REACH TOYOUR CAMPAIGNTOYOTA YARIS ‘GADGET GUY’APRIL 2012DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
  2. 2. APRIL 2012 : TOYOTA YARIS ‘GADGET GUY’ CASE STUDYMETHODOLOGYBACKGROUND:Toyota had been running heavy weight campaign on TV for the Yaris model in the past year. In Jan – Mar 2012, Toyota launched their new ‘Gadget Guy’ creative on cinema from 13th Jan – 22th Mar 2012 in an AGP pack.RESEARCH OBJECTIVES:• To ascertain what impact, if any, cinema had on the KPI’s of the campaign: › Ad recall › Brand attribution › Deeper message takeout › Brand image• To investigate if cinema added any incremental reachMETHODOLOGY & SAMPLE :• Fieldwork : 20th Feb – 4th Mar 2012• Online survey using Toyota brand tracker with an added cinema booster › Cinemagoers: People who HAVE been to cinema in the last week › Control cell: Non-cinemagoers who HAVE NOT been to the cinema to see one of the films listedSource : DCM / Ipsos Mori CT 2012Cinemagoer (n=200) | Control Cell (n=99)
  3. 3. APRIL 2012 : TOYOTA YARIS ‘GADGET GUY’ CASE STUDYCINEMA IS SUCCESSFUL IN REACHING A YOUNGERMORE AFFLUENT AUDIENCEDEMOGRAPHIC REACHSource: Ipsos Mori | Fieldwork 20.02.12 – 4.03.12 | Toyota Yaris Case studyBase: Cinema goers (228), Control cell (89)
  4. 4. APRIL 2012 : TOYOTA YARIS ‘GADGET GUY’ CASE STUDY“GADGET GUY” WAS THE ONLY YARIS CREATIVE TOINCLUDE CINEMA ON ITS MEDIA PLAN 2ND BURST TOTAL TVR COUNTS TVR COUNTS Cinema advertising ran during the 2nd 382 751 burst of the NG Yaris 21.2m campaign (Cin Adms) 232 232 202 n/aSource: Ipsos Mori | Fieldwork 20.02.12 – 4.03.12 | Toyota Yaris Case studyBase: Cinema goers (228), Control cell (89)
  5. 5. APRIL 2012 : TOYOTA YARIS ‘GADGET GUY’ CASE STUDYHIGHER RECALL OF GADGET GUY CREATIVEAMONGST CINEMAGOERSAD RECOGNITIONSource: Ipsos Mori | Fieldwork 20.02.12 – 4.03.12 | Toyota Yaris Case studyBase: All Wave 48 (602), Cinema Goers (228)
  6. 6. APRIL 2012 : TOYOTA YARIS ‘GADGET GUY’ CASE STUDYGADGET GUY CREATIVE WAS SIGNIFICANTLY MOREAPPEALLING TOWARDS CINEMA CELLAD DIAGNOSTICS: ‘GADGET GUY’ RECOGNISERS Competitor Non-Cinemagoer Average Cinemagoer 60% 56% 49% 46% 29% 36% Significantly higher than Significantly higher thanSource: Ipsos Mori | Fieldwork 20.02.12 – 4.03.12 | Toyota Yaris Case study competitor average non-cinemagoersBase: Cinema Goers (130), Non-cinemagoers (31)
  7. 7. APRIL 2012 : TOYOTA YARIS ‘GADGET GUY’ CASE STUDYCINEMA DRIVING PURCHASE CONSIDERATION ANDWORD OF MOUTH FOR TOYOTA YARISAD DIAGNOSTICS: ‘GADGET GUY’ RECOGNISERS Competitor Non-Cinemagoer Average Cinemagoer 40% 36% 37% 50% 54% Significantly higher than Significantly higher thanSource: Ipsos Mori | Fieldwork 20.02.12 – 4.03.12 | Toyota Yaris Case study competitor average non-cinemagoersBase: Cinema Goers (130), Non-cinemagoers (31)
  8. 8. APRIL 2012 : TOYOTA YARIS ‘GADGET GUY’ CASE STUDYINCREASED BRAND CONSIDERATION AMONGSTCINEMAGOERSTOTAL SERIOUS CONSIDERATION (TOP 10) Significantly higher than Significantly lower thanSource: Ipsos Mori | Fieldwork 20.02.12 – 4.03.12 | Toyota Yaris Case study non-cinemagoers non-cinemagoersBase: Cinemagoers (228), Non-cinemagoers (89)
  9. 9. APRIL 2012 : TOYOTA YARIS ‘GADGET GUY’ CASE STUDYWHAT WAS IT THAT YOU HAVE SEEN, READ, OR HEARDOTHER PEOPLE SAYING ABOUT TOYOTA? TOP 10SPONTANEOUS RECALL Non-cinemagoers Cinemagoers Base 88 228 Reliable 9% 15% Have heard good things about them / recommended by friends, family 5% 14% etc Good quality / good car 8% 11% Solid / good build quality 5% 6% Being re-called 11% 5% Innovative 2% 5% Good value for money / reasonably priced 5% 5% Mixed reports / heard good and bad things /Know nothing / very little about Toyota 0% 5% Good (unspec.) 2% 5% TV advertising (non sponsorship) 4% 5%Source: Ipsos Mori | Fieldwork 20.02.12 – 4.03.12 | Toyota Yaris Case study Significantly higher than non-cinemagoersBase: Cinema goers (228), Control cell (89)
  10. 10. THANK YOUDCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

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