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.
This document discusses the importance of bringing together different sources of customer data for effective marketing. It provides recommendations for segmentation, using a centralized data hub, attribution of customer interactions across channels, personalization of marketing messages, and testing and learning from marketing campaigns. It also notes both the opportunity for data to drive marketing ("a data feast") and the risks of not having complete customer data ("data famine").
Macy's is a historic department store brand dating back to 1858 but has experienced a loss of loyalty and shift in brand perception due to poor customer service and overuse of sales. While Macy's was once known for instilling confidence in customers, it is now seen as indistinguishable from competitors and focused only on sales. The proposal recommends reintroducing Macy's for the modern shopper by updating the store experience and aesthetics while maintaining sales and providing consistent customer service to shift the brand back to communicating confidence.
The Bahrain World Trade Center consists of twin 240-meter towers located in Manama, Bahrain. The towers were built in 2008 and feature three horizontal axis wind turbines mounted between the towers, which are expected to produce 11-15% of the towers' electricity needs. The towers were designed to harness the prevailing winds from the Persian Gulf and help showcase Bahrain's efforts in renewable energy.
FINAL B.ARCH THESIS PRESENTATION IIT ROORKEE:
City Centre ,Rohini ,Delhi ,Thesis project (2013)
A Mixed use development project comprises of diverse activities and functions located at the
sprawling District centre in Rohini with site area of 16 acres.With a AIM to explore the symbiotic
character of COMMERCE and CULTURE and to evolve a contemporary model of conventional
Indian market.
Toward Consumer Engagement: Marketing moves from Impressions to ExpressionsCRM Metrix - MetrixLab
This document discusses how marketing is shifting from delivering impressions to generating consumer expressions. It argues that brands need to talk less and engage consumers more by accepting that consumers can generate more messages than any brand, and by developing ideas that are "liquid and linked" to spark engagement. Examples like Coca-Cola, Tipp-Ex, and Old Spice demonstrate how generating consumer expressions through shared content across media can increase buzz and sales. However, the document notes brands must maintain relationships beyond any one campaign by continuously engaging fans across touchpoints.
Edelman’s new consumer brand study found that an overwhelming majority (90 percent) of people across eight countries want marketers to more effectively share their brands. Yet on average, only 10 percent of people think any given brand does it well. brandshare measured six dimensions of sharing – shared dialog, shared experience, shared goals, shared values, shared product, and shared history – and found a link between effective brand sharing and business value.
Learn more: http://edl.mn/18x1dmr
Lloyds TSB ran a campaign across TV, VOD and Cinema to promote their sponsorship of the London 2012 Olympic Games. Cinema ran a 90” creative in the Silver Spot position for 3 weeks prior to the start of the Olympics resulting in higher ad recall.
This document discusses the importance of bringing together different sources of customer data for effective marketing. It provides recommendations for segmentation, using a centralized data hub, attribution of customer interactions across channels, personalization of marketing messages, and testing and learning from marketing campaigns. It also notes both the opportunity for data to drive marketing ("a data feast") and the risks of not having complete customer data ("data famine").
Macy's is a historic department store brand dating back to 1858 but has experienced a loss of loyalty and shift in brand perception due to poor customer service and overuse of sales. While Macy's was once known for instilling confidence in customers, it is now seen as indistinguishable from competitors and focused only on sales. The proposal recommends reintroducing Macy's for the modern shopper by updating the store experience and aesthetics while maintaining sales and providing consistent customer service to shift the brand back to communicating confidence.
The Bahrain World Trade Center consists of twin 240-meter towers located in Manama, Bahrain. The towers were built in 2008 and feature three horizontal axis wind turbines mounted between the towers, which are expected to produce 11-15% of the towers' electricity needs. The towers were designed to harness the prevailing winds from the Persian Gulf and help showcase Bahrain's efforts in renewable energy.
FINAL B.ARCH THESIS PRESENTATION IIT ROORKEE:
City Centre ,Rohini ,Delhi ,Thesis project (2013)
A Mixed use development project comprises of diverse activities and functions located at the
sprawling District centre in Rohini with site area of 16 acres.With a AIM to explore the symbiotic
character of COMMERCE and CULTURE and to evolve a contemporary model of conventional
Indian market.
Toward Consumer Engagement: Marketing moves from Impressions to ExpressionsCRM Metrix - MetrixLab
This document discusses how marketing is shifting from delivering impressions to generating consumer expressions. It argues that brands need to talk less and engage consumers more by accepting that consumers can generate more messages than any brand, and by developing ideas that are "liquid and linked" to spark engagement. Examples like Coca-Cola, Tipp-Ex, and Old Spice demonstrate how generating consumer expressions through shared content across media can increase buzz and sales. However, the document notes brands must maintain relationships beyond any one campaign by continuously engaging fans across touchpoints.
Edelman’s new consumer brand study found that an overwhelming majority (90 percent) of people across eight countries want marketers to more effectively share their brands. Yet on average, only 10 percent of people think any given brand does it well. brandshare measured six dimensions of sharing – shared dialog, shared experience, shared goals, shared values, shared product, and shared history – and found a link between effective brand sharing and business value.
Learn more: http://edl.mn/18x1dmr
Lloyds TSB ran a campaign across TV, VOD and Cinema to promote their sponsorship of the London 2012 Olympic Games. Cinema ran a 90” creative in the Silver Spot position for 3 weeks prior to the start of the Olympics resulting in higher ad recall.
Experiential Marketing Conference, Athens 09/02/2017
Getting rid of communication fluff and speaking directly to the hearts of our audiences has become more compelling than ever. But how can you overpass common information overload and deliver tangible Xperiences which, when successful, can be so much louder than words? Experiential initiatives have quickly won their special place within strategic communications as they are nowadays much more than a "nice-to-have" add-on for an edgy campaign. They have become the "Troyan Horse" of initiatives and an evolutionary way of thinking for modern marketers and communication specialists.
Experiential Marketing Conference, Athens 2017
Getting rid of communication fluff and speaking directly to the hearts of our audiences has become more compelling than ever. But how can you overpass common information overload and deliver tangible Xperiences which, when successful, can be so much louder than words? Experiential initiatives have quickly won their special place within strategic communications as they are nowadays much more than a "nice-to-have" add-on for an edgy campaign. They have become the "Troyan Horse" of initiatives and an evolutionary way of thinking for modern marketers and communication specialists.
Experiential Marketing Conference, Athens 09/02/2017
Getting rid of communication fluff and speaking directly to the hearts of our audiences has become more compelling than ever. But how can you overpass common information overload and deliver tangible Xperiences which, when successful, can be so much louder than words? Experiential initiatives have quickly won their special place within strategic communications as they are nowadays much more than a "nice-to-have" add-on for an edgy campaign. They have become the "Troyan Horse" of initiatives and an evolutionary way of thinking for modern marketers and communication specialists.
www.pitchpr.gr, www.xcubed.gr
The document discusses experiential marketing and how brands need to shift their focus from traditional advertising to creating experiences that engage users directly. It notes that attention has moved from brands and companies to users and people. The document provides examples of experiential marketing campaigns, including an interactive art installation, an immersive virtual reality experience, and a shocking social experiment. It emphasizes that experiential marketing can turn customers into brand advocates by allowing them to experience products in real life.
MATTER 2012 Brand Engagement in the Era of Social EntertainmentEdelman
In its inaugural year, the Brand Engagement in the Era of Social Entertainment study examines consumer perceptions about the value of branded entertainment as a way to engage and mobilize audiences.
Transparency: what it means to your customers and its impact to your businessTransparency Marketing
What you'll learn:
1. Why transparency is important to your sales and marketing.
2. What is transparency.
3. The key benefits of transparency to your company.
4. How you can create transparency in your sales and marketing communications.
Tweens are a very complex group! Do you know what they care about most? The first step is to know your tween audience. Stay engaged with their likes and dislikes which will give them the opportunity to fall in love with YOUR brand. Unlock the passion of tweens, teens, and young adults through cohesive solutions that emotionally connect, inspire, and positively change behaviors. Lastly, don't forget about the parents! Simultaneously connect with parents because although tweens are driving demand, they aren't driving themselves anywhere.
How can you make tweens a part of your brand?
The document provides 10 tips for marketing to tween audiences: 1) Focus on specific segments rather than trying to appeal to all tweens, 2) Be authentic, 3) Respect the power of parents who influence tween purchases, 4) Engage tweens more deeply than just mentions on social media, 5) Earn tweens' trust over the long run through transparent partnerships, 6) Give tweens a voice in the brand, 7) Allow the brand to be discovered organically over time, 8) Entertain tweens through interactive retail experiences, 9) Experiment with emerging platforms to stay connected to tweens, and 10) Adapt to tweens seeking interests previously meant for older audiences due to exposure to diverse media content
Italians are highly engaged with mobile devices, with many accessing the internet only through mobile. They spend significant time on their mobile devices daily and check them frequently throughout the day. Mobile video and app usage is also very high in Italy. A key to engaging these mobile users is through creative and immersive content that triggers interactivity, including using influencers and native content. Measurement of a Durex intimate gel advertising campaign across different platforms showed high brand recall and intent to purchase, with the highest impact coming from television and Vevo placements. Data-driven insights about users can help target campaigns more effectively across different devices and contexts. Brand safety is also an important consideration for digital campaigns.
brandshare ist die bislang größte Verbraucher-Studie von Edelman und untersucht die sich entwickelnde Beziehung zwischen Menschen und Marken. Die Umfrage wurde von der Marktforschungsfirma Edelman Berland entwickelt, die Datenerhebung erfolgte mit Hilfe von über 30-minütigen Online-Interviews. Der Erhebungszeitraum lag zwischen dem 12. Juni und 12. Juli 2013. Für Brandshare 2013 wurden 11.000 Personen in USA, Großbritannien, Kanada, Frankreich, Deutschland, Brasilien, Indien und China zu rund 212 lokalen und multinationalen Marken befragt, die ein Mindestmaß an Interaktionen mit Marken haben. Weitere Informationen unter: www.edelman.de/studien/brandshare.
This document discusses the importance of conversational marketing and social media engagement. It provides examples of how brands can start and participate in online conversations to build connections with customers. The key aspects highlighted are that traditional marketing is less effective today, and that brands must engage customers through community, dialogue and partnership in order to be successful.
Tattooed Baby - The art of telling big stories in small spacesstuwilson.co.uk
Tattooed Baby is an eBook all about the propagation of effective onscreen display advertising. It is a collection of 150 insights split across 15 process oriented chapters, at least 5 insights per chapter and every insight written under 140 characters because a Tattooed Baby should always be short and sweet for today’s short and sweet attention span.
This handbook is about sharing the discipline of using art and code and word economy to tell stories through tiny letterboxes smaller than the size of a classified newspaper ad. It’s about learning to do more with less. Less pixels, less frames, less words, less time, less k size. And these moments can be even more direct than direct mail. Fundamentally, the art of telling big stories in small spaces boils down to following Abram Games’ original philosophy of deriving “maximum meaning” from “minimum means”.
Art + story + way finding + teleportation = A Tattooed Baby
The aim of this book is to lift the overall quality of output for all. To try and rid the world of poor, forgettable advertising by sharing best practices learned over fifteen years of professional experience, one pixel at a time.
It’s a big, little handbook to help students, as well as professionals, who want to increase their success in onscreen display advertising throughout it’s lifecycle, as part of a wider digital or integrated marketing communications strategy. If you can tell a story in ODA you can tell it anywhere. Small will always scale up. Above all, Tattooed Baby is there as a reminder to us all to breed a motivated attitude in ourselves and inspire our teams to realign the perceived value of not just how creative we can be in these small spaces but how wonderful it feels to witness them and engage with them as an audience.
Sheffield DM #9: Proving the value of links - Thierry NgutegureGiorgio Cassella
Slides from Thierry Ngutegure, Data & Insights Manager at Rise at Seven, presented at his talk at Sheffield DM Vol#9 on Thursday 14th May 2020, titled "Proving the value of links - why you should give a f**k about brand!"
Edelman’s new consumer brand study found that an overwhelming majority (90 percent) of people across eight countries want marketers to more effectively share their brands. Yet on average, only 10 percent of people think any given brand does it well. brandshare™ measured six dimensions of sharing – shared dialog, shared experience, shared goals, shared values, shared product and shared history – and found a link between effective brand sharing and business value. Here you will find the results focused on the Brazilian market.
Teens and Brands - Mobile Research Study April 2010guestb3d2f0
1) A mobile research study was conducted from April 15-19, 2010 to investigate how 10 core brands impact teen lives. 465 interviews were conducted online and via mobile phones with teens aged 13-19.
2) In stage one, 301 online interviews asked for mobile numbers to follow up. In stage two, 164 mobile interviews tracked brand interactions over 3 days in real time.
3) The study found that teens are generally positive about brands. Good experiences lead to more word-of-mouth than bad experiences. Even brands without big budgets, like Facebook, can succeed with a good product. It is hard for brands to break through to teens but focusing on quality and entertainment can help.
Brands & Teens | Mobile Research Study | April 2010FlyResearch
Using an innovative mobile diary methodology we set out to uncover what impact (if any) 10 top brands had on teens as they went about their every day lives.
The presentation shows our topline results and the lessons for brands interested in teen customers.
People globally want brands to share more according to a study of 11,000 consumers. 90% of respondents said brands should do more sharing behaviors, but only 10% said brands currently share well. The gap was even larger in China, where 91% wanted more sharing from brands but only 20% said brands delivered. Sharing behaviors that build connections like listening, experiences and shared values strongly correlated with purchase and recommendation intentions. Chinese consumers placed more importance on and demanded more brand sharing than global and developing country averages. The study identifies dimensions of sharing like shared dialog, experiences and beliefs that drive business value when delivered authentically through a brand's actions.
On Friday February 01, 2013, Brian Fetherstonhaugh (Chairman & CEO of OgilvyOne Worldwide) presented this presentation to Ogilvy & Mather SA clients and partners as well as to local media, at the South African launch of OgilvyOne at the Johannesburg office.
1) The document discusses how experiential marketing is becoming an increasingly important part of advertising and branding strategies.
2) It notes several statistics that show the impact and effectiveness of experiential marketing, such as an 80% increase in recall from experiential ads compared to digital ads.
3) The key idea is that experiential marketing allows brands to form deeper connections with consumers by engaging multiple senses through interactive and immersive experiences.
1. The document discusses various advertising techniques including using emotion, facts, testimonials, comparisons, metaphors, exaggeration, and finding human truths.
2. It also discusses the "bent vs. straight" technique where the visual or headline can be either bent (unusual, attention-grabbing) or straight (normal, nothing stands out).
3. Examples are provided for each technique to illustrate ads that use emotion around current issues, compare products side by side, use exaggeration to highlight attributes, or have a bent visual with a straight headline.
Cinema advertising was effective for targeting specific audiences for two banking campaigns. For a Santander Switch campaign, cinema was most effective for reaching a younger, more affluent audience. For a Barclaycard Rollercoaster campaign, cinema delivered new information and enjoyment despite heavy TV activity, particularly for students, young workers, and established families.
1) There were 1.8 million mentions of "Skyfall" on social media since November 2011, peaking at over 300,000 mentions during the film's release weekend in late October 2012.
2) Conversation was mostly on Twitter, which accounted for 87% of mentions. Males generated about two-thirds of the total conversation, though females were more engaged during the release weekend.
3) Key moments driving buzz included the film title announcement in November 2011, the first trailer release in May 2012, Adele's theme song release in October 2012, and the film's premiere and opening weekend in late October 2012. Sentiment was largely positive across these moments.
More Related Content
Similar to Cinema Delivers A Higher Ad Recall For Tesco
Experiential Marketing Conference, Athens 09/02/2017
Getting rid of communication fluff and speaking directly to the hearts of our audiences has become more compelling than ever. But how can you overpass common information overload and deliver tangible Xperiences which, when successful, can be so much louder than words? Experiential initiatives have quickly won their special place within strategic communications as they are nowadays much more than a "nice-to-have" add-on for an edgy campaign. They have become the "Troyan Horse" of initiatives and an evolutionary way of thinking for modern marketers and communication specialists.
Experiential Marketing Conference, Athens 2017
Getting rid of communication fluff and speaking directly to the hearts of our audiences has become more compelling than ever. But how can you overpass common information overload and deliver tangible Xperiences which, when successful, can be so much louder than words? Experiential initiatives have quickly won their special place within strategic communications as they are nowadays much more than a "nice-to-have" add-on for an edgy campaign. They have become the "Troyan Horse" of initiatives and an evolutionary way of thinking for modern marketers and communication specialists.
Experiential Marketing Conference, Athens 09/02/2017
Getting rid of communication fluff and speaking directly to the hearts of our audiences has become more compelling than ever. But how can you overpass common information overload and deliver tangible Xperiences which, when successful, can be so much louder than words? Experiential initiatives have quickly won their special place within strategic communications as they are nowadays much more than a "nice-to-have" add-on for an edgy campaign. They have become the "Troyan Horse" of initiatives and an evolutionary way of thinking for modern marketers and communication specialists.
www.pitchpr.gr, www.xcubed.gr
The document discusses experiential marketing and how brands need to shift their focus from traditional advertising to creating experiences that engage users directly. It notes that attention has moved from brands and companies to users and people. The document provides examples of experiential marketing campaigns, including an interactive art installation, an immersive virtual reality experience, and a shocking social experiment. It emphasizes that experiential marketing can turn customers into brand advocates by allowing them to experience products in real life.
MATTER 2012 Brand Engagement in the Era of Social EntertainmentEdelman
In its inaugural year, the Brand Engagement in the Era of Social Entertainment study examines consumer perceptions about the value of branded entertainment as a way to engage and mobilize audiences.
Transparency: what it means to your customers and its impact to your businessTransparency Marketing
What you'll learn:
1. Why transparency is important to your sales and marketing.
2. What is transparency.
3. The key benefits of transparency to your company.
4. How you can create transparency in your sales and marketing communications.
Tweens are a very complex group! Do you know what they care about most? The first step is to know your tween audience. Stay engaged with their likes and dislikes which will give them the opportunity to fall in love with YOUR brand. Unlock the passion of tweens, teens, and young adults through cohesive solutions that emotionally connect, inspire, and positively change behaviors. Lastly, don't forget about the parents! Simultaneously connect with parents because although tweens are driving demand, they aren't driving themselves anywhere.
How can you make tweens a part of your brand?
The document provides 10 tips for marketing to tween audiences: 1) Focus on specific segments rather than trying to appeal to all tweens, 2) Be authentic, 3) Respect the power of parents who influence tween purchases, 4) Engage tweens more deeply than just mentions on social media, 5) Earn tweens' trust over the long run through transparent partnerships, 6) Give tweens a voice in the brand, 7) Allow the brand to be discovered organically over time, 8) Entertain tweens through interactive retail experiences, 9) Experiment with emerging platforms to stay connected to tweens, and 10) Adapt to tweens seeking interests previously meant for older audiences due to exposure to diverse media content
Italians are highly engaged with mobile devices, with many accessing the internet only through mobile. They spend significant time on their mobile devices daily and check them frequently throughout the day. Mobile video and app usage is also very high in Italy. A key to engaging these mobile users is through creative and immersive content that triggers interactivity, including using influencers and native content. Measurement of a Durex intimate gel advertising campaign across different platforms showed high brand recall and intent to purchase, with the highest impact coming from television and Vevo placements. Data-driven insights about users can help target campaigns more effectively across different devices and contexts. Brand safety is also an important consideration for digital campaigns.
brandshare ist die bislang größte Verbraucher-Studie von Edelman und untersucht die sich entwickelnde Beziehung zwischen Menschen und Marken. Die Umfrage wurde von der Marktforschungsfirma Edelman Berland entwickelt, die Datenerhebung erfolgte mit Hilfe von über 30-minütigen Online-Interviews. Der Erhebungszeitraum lag zwischen dem 12. Juni und 12. Juli 2013. Für Brandshare 2013 wurden 11.000 Personen in USA, Großbritannien, Kanada, Frankreich, Deutschland, Brasilien, Indien und China zu rund 212 lokalen und multinationalen Marken befragt, die ein Mindestmaß an Interaktionen mit Marken haben. Weitere Informationen unter: www.edelman.de/studien/brandshare.
This document discusses the importance of conversational marketing and social media engagement. It provides examples of how brands can start and participate in online conversations to build connections with customers. The key aspects highlighted are that traditional marketing is less effective today, and that brands must engage customers through community, dialogue and partnership in order to be successful.
Tattooed Baby - The art of telling big stories in small spacesstuwilson.co.uk
Tattooed Baby is an eBook all about the propagation of effective onscreen display advertising. It is a collection of 150 insights split across 15 process oriented chapters, at least 5 insights per chapter and every insight written under 140 characters because a Tattooed Baby should always be short and sweet for today’s short and sweet attention span.
This handbook is about sharing the discipline of using art and code and word economy to tell stories through tiny letterboxes smaller than the size of a classified newspaper ad. It’s about learning to do more with less. Less pixels, less frames, less words, less time, less k size. And these moments can be even more direct than direct mail. Fundamentally, the art of telling big stories in small spaces boils down to following Abram Games’ original philosophy of deriving “maximum meaning” from “minimum means”.
Art + story + way finding + teleportation = A Tattooed Baby
The aim of this book is to lift the overall quality of output for all. To try and rid the world of poor, forgettable advertising by sharing best practices learned over fifteen years of professional experience, one pixel at a time.
It’s a big, little handbook to help students, as well as professionals, who want to increase their success in onscreen display advertising throughout it’s lifecycle, as part of a wider digital or integrated marketing communications strategy. If you can tell a story in ODA you can tell it anywhere. Small will always scale up. Above all, Tattooed Baby is there as a reminder to us all to breed a motivated attitude in ourselves and inspire our teams to realign the perceived value of not just how creative we can be in these small spaces but how wonderful it feels to witness them and engage with them as an audience.
Sheffield DM #9: Proving the value of links - Thierry NgutegureGiorgio Cassella
Slides from Thierry Ngutegure, Data & Insights Manager at Rise at Seven, presented at his talk at Sheffield DM Vol#9 on Thursday 14th May 2020, titled "Proving the value of links - why you should give a f**k about brand!"
Edelman’s new consumer brand study found that an overwhelming majority (90 percent) of people across eight countries want marketers to more effectively share their brands. Yet on average, only 10 percent of people think any given brand does it well. brandshare™ measured six dimensions of sharing – shared dialog, shared experience, shared goals, shared values, shared product and shared history – and found a link between effective brand sharing and business value. Here you will find the results focused on the Brazilian market.
Teens and Brands - Mobile Research Study April 2010guestb3d2f0
1) A mobile research study was conducted from April 15-19, 2010 to investigate how 10 core brands impact teen lives. 465 interviews were conducted online and via mobile phones with teens aged 13-19.
2) In stage one, 301 online interviews asked for mobile numbers to follow up. In stage two, 164 mobile interviews tracked brand interactions over 3 days in real time.
3) The study found that teens are generally positive about brands. Good experiences lead to more word-of-mouth than bad experiences. Even brands without big budgets, like Facebook, can succeed with a good product. It is hard for brands to break through to teens but focusing on quality and entertainment can help.
Brands & Teens | Mobile Research Study | April 2010FlyResearch
Using an innovative mobile diary methodology we set out to uncover what impact (if any) 10 top brands had on teens as they went about their every day lives.
The presentation shows our topline results and the lessons for brands interested in teen customers.
People globally want brands to share more according to a study of 11,000 consumers. 90% of respondents said brands should do more sharing behaviors, but only 10% said brands currently share well. The gap was even larger in China, where 91% wanted more sharing from brands but only 20% said brands delivered. Sharing behaviors that build connections like listening, experiences and shared values strongly correlated with purchase and recommendation intentions. Chinese consumers placed more importance on and demanded more brand sharing than global and developing country averages. The study identifies dimensions of sharing like shared dialog, experiences and beliefs that drive business value when delivered authentically through a brand's actions.
On Friday February 01, 2013, Brian Fetherstonhaugh (Chairman & CEO of OgilvyOne Worldwide) presented this presentation to Ogilvy & Mather SA clients and partners as well as to local media, at the South African launch of OgilvyOne at the Johannesburg office.
1) The document discusses how experiential marketing is becoming an increasingly important part of advertising and branding strategies.
2) It notes several statistics that show the impact and effectiveness of experiential marketing, such as an 80% increase in recall from experiential ads compared to digital ads.
3) The key idea is that experiential marketing allows brands to form deeper connections with consumers by engaging multiple senses through interactive and immersive experiences.
1. The document discusses various advertising techniques including using emotion, facts, testimonials, comparisons, metaphors, exaggeration, and finding human truths.
2. It also discusses the "bent vs. straight" technique where the visual or headline can be either bent (unusual, attention-grabbing) or straight (normal, nothing stands out).
3. Examples are provided for each technique to illustrate ads that use emotion around current issues, compare products side by side, use exaggeration to highlight attributes, or have a bent visual with a straight headline.
Similar to Cinema Delivers A Higher Ad Recall For Tesco (20)
Cinema advertising was effective for targeting specific audiences for two banking campaigns. For a Santander Switch campaign, cinema was most effective for reaching a younger, more affluent audience. For a Barclaycard Rollercoaster campaign, cinema delivered new information and enjoyment despite heavy TV activity, particularly for students, young workers, and established families.
1) There were 1.8 million mentions of "Skyfall" on social media since November 2011, peaking at over 300,000 mentions during the film's release weekend in late October 2012.
2) Conversation was mostly on Twitter, which accounted for 87% of mentions. Males generated about two-thirds of the total conversation, though females were more engaged during the release weekend.
3) Key moments driving buzz included the film title announcement in November 2011, the first trailer release in May 2012, Adele's theme song release in October 2012, and the film's premiere and opening weekend in late October 2012. Sentiment was largely positive across these moments.
Social media buzz for the James Bond film Skyfall peaked around key movie announcements and releases from November 2011 to October 2012. The document highlights several key moments: when the title was announced in November 2011; the release of the first trailer in May 2012; opening weekend from October 26-28, 2012 when over 76,000 social mentions occurred at the film's premiere. Overall, the document analyzed 231,727 total social mentions of Skyfall over the 12-month period, with discussion generally positive and excitement building ahead of the film's release.
The document summarizes the results of a campaign by Sony Mobile to promote awareness of its Xperia S smartphone through cinema advertising from May 25th to June 21st. It found that spontaneous and prompted smartphone brand awareness for Sony was significantly higher among cinema-goers compared to a main survey tracker, demonstrating the effectiveness of cinema in raising awareness. Cinemagoers also showed stronger preference for the Xperia S over competitors and were more likely to correctly attribute the phone to Sony as the manufacturer.
This document summarizes research from BrandScience's European Results Vault from June 2012 on cinema advertising return on investment. It finds that adding cinema to marketing campaigns drives higher total return on investment for brands compared to those not using cinema. Specifically, cinema outperforms other media and has the longest carryover effect when used as a support medium for consumer packaged goods campaigns in Europe. In the UK, cinema performs well and has the third highest return on investment of measured media behind radio and print.
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.
This document discusses how cinema can reach pet owners as an audience. It finds that pet owners pay most attention to advertisements in cinema and have the lowest ad avoidance there compared to other media like TV, radio, magazines and the internet. Cinema brings excitement and anticipation for films, driving word of mouth discussions about movies among pet owners. For pet owners, cinema is also a shared social experience with loved ones and friends. The document analyzes top brands that cinemagoers with dogs or cats have used in the past year.
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.
The document compares cinema audiences to video-on-demand (VOD) audiences using survey and diary methodology. While surveys found the audiences are similar, diaries showed differences. Cinemas reach a broader audience, including younger and lower social grades. Cinemas provide an event experience shared with others, while VOD is for convenience. Cinemas elicit more excitement and positive emotions. Cinemas also reach a more tech-savvy audience that uses smartphones.
The document discusses awards season films and their target audience. It analyzes awards season films from 2011 and 2012 that attracted audiences that were largely ABC1 social grades. These films included titles like The King's Speech, Black Swan, The Help, and The Artist. Statistics are provided on the box office revenues and nominations for awards season films from 2011. The dates for major upcoming awards ceremonies in 2012 are also listed.
Cinema is a fun family event to treat their children and offers a rare chance to escape from the demands of everyday life. This is why family brands use cinema to reach the hard-to-reach housewives with children.
The document discusses how cinema provides a unique family experience. It notes that cinema is a social occasion that allows for quality bonding time between family members. The document also states that for families with children, going to the cinema is seen as a fun family event that provides a rare chance to escape from everyday life. Furthermore, the document shares that the average group size for families with children attending the cinema is around 3 people and that genres like family films, animation, and comedies are particularly popular among children and those with families.
The document discusses a case study of Barclaycard's mobile payments cinema campaign. The objectives were to investigate if cinema delivery increased media reach and excitement/emotional connection. A 40-second mobile payments ad aired on 1,800 UK cinema screens over 5 weeks, reaching an estimated 7.4 million viewers. Research found the cinema experience strengthened brand association, appeal, and consideration among cinema-goers more than TV-only viewers.
This document discusses the effectiveness of different media channels for reaching housewives with children. It finds that housewives with children pay most attention to advertisements in cinema, radio, and internet. Cinema offers a quality broadcast channel and ultimate brand experience for passive, destination viewing with the whole family in a way that escapes everyday life.
Gaming and films are closely linked, as gamers enjoy cinema and cinemagoers are also frequent gamers. Over half of cinemagoers own a games console, and they spend above-average amounts on gaming hardware, software, and accessories each year. Cinemagoers are 24-29% more likely than average to play games on their mobile phones as well. The gaming and film industries would benefit from collaborating, as the audiences overlap significantly.
Cinema delivered the highest return on investment of all media for Unilever's fast-moving consumer goods portfolio, achieving an ROI of £3.87. Cinema had both the highest ROI and was the channel with the lowest ROI across Unilever's FMCG cases. The average ROI for Ben & Jerry's portfolio was £1.17.
Cinema delivered the highest return on investment of all media for Unilever's fast-moving consumer goods portfolio, achieving an ROI of £3.87. Cinema provided the highest ROI while the lowest ROI was achieved by another unspecified channel. On average, the ROI for Ben & Jerry's portfolio of products was £1.17.
ABC1 cinemagoers earn above average personal incomes in the UK and spend more than average on holidays and short breaks. They spent £1504 on average for holidays in the last year, which is 13% more than the average UK adult, and their spending accounted for 57% of the total £39.5 million spent on holidays by UK adults in the last year.
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During the budget session of 2024-25, the finance minister, Nirmala Sitharaman, introduced the “solar Rooftop scheme,” also known as “PM Surya Ghar Muft Bijli Yojana.” It is a subsidy offered to those who wish to put up solar panels in their homes using domestic power systems. Additionally, adopting photovoltaic technology at home allows you to lower your monthly electricity expenses. Today in this blog we will talk all about what is the PM Surya Ghar Muft Bijli Yojana. How does it work? Who is eligible for this yojana and all the other things related to this scheme?
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Enhancing Adoption of AI in Agri-food: IntroductionCor Verdouw
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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
Editor's Notes
Toyota as a brand is positioned as a ‘ challenger ’ . 11% of their customers are viewed a committed, whilst 89% are not. Yaris is a ‘ volume hero ’ , designed to grow Toyota ’ s share in a static market.
This suggests that F&F in the cinema is most likely to convert Tesco shoppers to also being F&F shoppers, rather than bringing non-shoppers into Tesco via F&F (which is a considerable leap to make) If looking to increase penetration of Tesco, campaigns focussing on groceries may therefore be the best route; once non-shoppers have been converted to shopping with Tesco for groceries, they will then be more receptive to also considering the brand for their clothing
In
In summary… The campaign did exactly what it was designed to: brought Toyota ’ s message to a younger audience – hence helping them potentially drive share in a stagnant market. The Cinemagoing audience were warm towards the brand, and importantly associated it with the more dynamic values Toyota was aiming to position itself alongside.