Hyundai I40 Campaign: Cinema’s Contribution To The Media Mix

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Cinema successfully brought a significant shift in brand health metrics to the Hyundai i40 multimedia campaign.

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Hyundai I40 Campaign: Cinema’s Contribution To The Media Mix

  1. 1. HYUNDAI I40CAMPAIGN: CINEMA’SCONTRIBUTION TOTHE MEDIA MIXDCM.CO.UK
  2. 2. TOPLINE RESULTSCinema successfully brought asignificant shift in brand healthmetrics to the Hyundai i40multimedia campaign.A positive response to the creativewith increase in enjoyment andengagement lead to better ad recall.Cinema delivered deeper messageouttake in conjunction withheightened brand re-appraisal.Cinema also helped drive brandfamiliarity and increased brandconsideration of Hyundai.
  3. 3. BACKGROUNDOBJECTIVES AND ACTIVITY:A new multi-media campaign (includingprint, outdoor and heavy TV) ran forHyundai i40 to:• better understand the impact of the campaign on key brand health metrics• build incremental reachMETHODOLOGY:Using the Hyundai’s brand tracker with acinemagoer boost• Exposed – Cinemagoers who HAVE seen a film where the ad was in the reel• Unexposed - Cinemagoers who HAVE NOT seen a film where the ad was in the reelPACKAGE & TARGET AUDIENCE:14 Oct – 13 Nov 2011TA: 35 - 55 husbands with childrenFilm Pack: First 3 weeks of multiple filmsand first week of The Adventures of Tin TinSource: DCM/Millward Brown 2011
  4. 4. HOW DOES THERESPONSE TO THETV CREATIVE DIFFERAMONG THOSE THATWERE EXPOSED TO ITIN CINEMA?
  5. 5. CINEMA: THE QUALITY BROADCAST CHANNEL CINEMA EXPOSURE BOOSTS CONSUMER ENGAGEMENT AND ENJOYMENT BRANDED IMPACT ‘i40 tracking ‘cinema ‘cinema non- Exposed total sample’ exposed’ exposed’ difference % % % +/- I would definitely remember +15 the ad was for Hyundai I wouldn’t be sure which car -13 manufacturer the ad was for I wouldn’t even be sure that it was a car ad -2 Mean score: 3.29 3.51 2.93 +0.58Source: DCM/Millward Brown 2011Base : i40 tracking total sample (324) | Cinema Exposed (157) | Cinema Non-Exposed (92)
  6. 6. CINEMA: THE QUALITY BROADCAST CHANNEL CINEMA EXPOSURE BOOSTS CONSUMER ENGAGEMENT AND ENJOYMENT Tracking Cinema Total non- Total sample exposed exposed COMMUNICATION : Prompted Impressions Slogan remembrance 17% 23% 13% How strongly do you think the advertising gave you these impressions? ‘i40 tracking ‘cinema ‘cinema non- Exposed total sample’ exposed’ exposed’ difference % % % +/- i40 Tourer is a new model +3 make fuel-efficient cars * +14 makes stylish and high quality * cars available to all +15 make stylish cars +6 make desirable cars +7 make technically advanced cars +5 make good quality cars +10 is a confident brand +9 is a smart choice -3 make reliable cars +7 offer good value +4Source: DCM/Millward Brown 2011Base : i40 tracking total sample (324) | Cinema Exposed (157) | Cinema Non-Exposed (92) Guideline for strong score: 50%+ * Significant Difference at 95% between the total and exposed group
  7. 7. CINEMA: THE QUALITY BROADCAST CHANNEL CINEMA EXPOSURE BOOSTS CONSUMER ENGAGEMENT AND ENJOYMENT RESPONSE ‘i40 tracking ‘cinema ‘cinema non- Exposed total sample’ exposed’ exposed’ difference % % % +/- It made the brand seem more appealing +10 The points made in the ad were believable +17 It contained new information about the brand +13 It made me think Hyundai is innovative +12 It made me think differently about the brand +12 It made me think Hyundai is a brand I can trust +30 The points made in the ad were relevant to me +24 It made me want to find out more about the car +24 It contained different information to other ads for cars +26 It made me think the brand is really different from others +20 Its the sort of ad I would talk about with friends +16Source: DCM/Millward Brown 2011Base : i40 tracking total sample (324) | Cinema Exposed (157) | Cinema Non-Exposed (92)
  8. 8. IMPACT OF CINEMAACTIVITY ON BRANDHEALTH
  9. 9. CINEMA: THE QUALITY BROADCAST CHANNEL CINEMA ACTIVITY HAS BOOSTED BRAND CONSIDERATION Tracking sample Cinema Cinema non Difference % Exposed % - Exposed % exposed +/- CONSIDERATION Consideration (top 2 box) 27 31 19 +12 Brand feeling : Very positive 32 42 21* +21 Total sample Rolling 16 weekly data 60 With seriously consider at an all time high 44 40 37% Might consider it 33 29% Would not consdr 26% Seriously Con 20 16 7% Not heard of 6 1.3% First Choice 0 0.7 ‘Fluid Metal’ ‘True quality matters’ 997 ‘i series’ 908 996 1700 821 797 619 1046 ‘Harmony, trust...’ 620 433 250 515 ‘Style, space...’ Hyundai 0 2608 282 9686 250 Hyundai Total £ 0 2008 2009 2010 2011Source: DCM/Millward Brown 2011Base : Total sample (435)*based on total non-exposed
  10. 10. THANK YOUDCM.CO.UK

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