The Co-operative Food launched a cinema advert to run alongside their new TV campaign ‘Passionate Plea’

1. CASE STUDY: CO-OP ‘PASSIONATE PLEA’ EFFECT OF CINEMA IN THE MIX Date: 29.06.11 Presented by: Sarah Cratchley DCM.CO.UK

3. Source: TNS Research. Fieldwork 07-17.02.11. Co-op Case study. Q. D1a – AD2a Spontaneous execution recall & branding. Base: Cinema goers (307), Control cell (99) SPONTANEOUS TV CUT-THROUGH FOR ‘PASSIONATE PLEA’ IS OVER DOUBLE AMONGST CINEMAGOERS, SUGGESTING RECENT EXPOSURE HAS HAD AN EFFECT SPONTANEOUS – TOP OF MIND - EXECUTION RECALL (ANY AD SEEN) ON TV 4% 9%

4. Source: TNS Research. Fieldwork 07-17.02.11. Co-op Case study. Base: All respondents / All recognising the campaign. QA2a/b (Prompted recognition), A3 (Branding – open ended). *Sig test at 95% CINEMAGOERS HAVE SIGNIFICANTLY HIGHER LEVELS OF AD RECOGNITION, PLUS CAMPAIGN ADDS ALL IMPORTANT REACH… PROMPTED EXECUTION RECOGNITION Yes net 55% Yes net 70%* Category Norms Excellent 80%+ Good 65-79% Reasonable 55-64% Poor 0-54%

6. Source notes: TNS Research. Fieldwork 07-17.02.11. Co-op Case study. Base: All recognising the campaign (Cinema goers n=216; Control n=55) QA6a-f (Prompted) AdEval questions. *Sig test at 95% MOTIVATION LEVELS AMONGST CINEMAGOERS ARE SIGNIFICANTLY HIGHER THAN FOR TV ALONE… * MOTIVATION AMONGST THOSE RECOGNISING THE CAMPAIGN

7. Base: Respondents who recognized ad A6g (Key message – prompted) Control - TV only exposure Source notes: TNS Research. Fieldwork 07-17.02.11. Co-op Case study. Base: All recognising the campaign (Cinema goers n=216; Control n=55). QA6g (Prompted) Agreement with statements. *Sig test at 95% * * * * * Cinemagoers HIGH LEVELS OF ENGAGEMENT IN CINEMA DRIVES POSITIVE RESPONSES FOR CREATIVE, BRAND FIT & COMMUNICATION AD DIAGNOSTICS AMONGST THOSE RECOGNISING THE CAMPAIGN

8. Base: Respondents who recognized ad A6g (Key message – prompted) Control - TV only exposure Source notes: TNS Research. Fieldwork 07-17.02.11. Co-op Case study. Base: All recognising the campaign (Cinema goers n=216; Control n=55).QA6g (Prompted) Agreement with statements. *Sig test at 95% * * Cinemagoers … WITH KEY MESSAGES ALSO RESOUNDING SIGNIFICANTLY BETTER AMONGST CINEMAGOERS AD DIAGNOSTICS AMONGST THOSE RECOGNISING THE CAMPAIGN * *

9. * * * CINEMAGOERS ALSO HAVE BETTER PERCEPTIONS OF CO-OP BEING ‘TRUSTWORTHY, FUN, DYNAMIC, FAMILY FOCUSED, WARM, INTELLIGENT & IN TOUCH WITH ITS CUSTOMERS’ CO-OP BRAND PERSONALITY Source TNS Research. Fieldwork 07-17.02.11. Co-op Case study. Sample Base: All aware of Co-op (inc Somerfield). * Sig test at 95% Q6 (Image/Personality Association)

10. APPENDIX

11. Children 5-15 in the household: 41% THE CONTROL CELL WAS MATCHED DEMOGRAPHICALLY IN THE TRACKER TO THE PRIMARY GROCERY SHOPPER PROFILE IN THE NORTH Source TNS Research. Fieldwork 07-17.02.11. Co-op Case study. Control Tracker Control Tracker Control Tracker Control Tracker

12. Gender Age Social Grade Working status Frequency of going to the cinema Children 5-15 in the household: 37% Source TNS Research. Fieldwork 07-17.02.11. Co-op Case study. Sample Base: Cinema goers (307) . * Sig test at 95% * * * * CINEMAGOERS ARE MORE LIKELY TO BE YOUNGER, MALE, MORE UPMARKET & MORE LIKELY TO BE WORKING THAN PRIMARY GROCERY SHOPPERS Cinemagoers Control Cinemagoers Control Cinemagoers Control Cinemagoers Control

13. THANK YOU Contact Sarah Cratchley T: 020 7534 6230 E: sarah.cratchley@dcm.co.uk DCM.CO.UK