The document analyzes the impact of an advertising campaign called "Cocoon Start" which targeted young renters. It surveyed 400 people before and after portions of the campaign, which included radio, websites, and cinema ads. The cinema ads had the highest brand attribution rates at 19.3% and ad awareness at 33.5%, and cinemagoers were 95% more likely to remember the ad compared to non-cinemagoers. While cinema had a slower effect, it achieved the best results and was more cost-efficient than radio. The study shows that cinema advertising was the most effective media channel for this campaign.

1. Impact study on campaign « Cocoon Start »
2012

2. • Cocoon Start, insurance package targeted for young renters
• Target group: Age 20-30 year
Who lives with their parents
Who rents a house
• Media channels: radio, web, cinema

3. • 3 waves
Wave 0: Beginning of September 2012 (before start campaign)
Wave 1: Beginning of October 2012 (after radio-campaign)
Wave 2: Half November 2012 (after cinema-campaign)
• Sample size: N=400 by wave
N=200 National representative
N=200 Boost on cinema visitors
• Methodology: CAWI- online survey (invitation via e-mail)
No indication of the advertiser
• Field: IVOX – panel

4. Image DVV/les AP : Difference in top2% vs total perception
Vernieuwend/innovatief
Specialist / Professioneel
Uniek (Anders dan andere verzekeringsmaatschappijen)
Duidelijke communicatie
Cool
Bezorgd om welzijn van klanten
Voor iedereen (zowel jong als oud)
Warm/sympathiek
Precies wat ik nodig heb
Dynamisch
Er wordt veel over gesproken
diff only internet vs total
perception (n=39)
Klanten hoeven zich geen zorgen te maken
Straalt vertrouwen uit
Houdt haar klanten up-to-date
diff only cinema vs total
perception (n=128)
Onafhankelijk advies
Traditioneel/conservatief
diff only radio vs total
perception (n=105)
Voor mensen die zich correct verzekerd willen voelen
Goede prijs/kwaliteit
-15%
-5%
5%
15%
25%
4

5. Correct attribution to DVV Insurances
0%
10%
20%
30%
Cinema and internet (not audio) (n=16)
29,2%
20,9%
Only cinema (n=128)
19,3%
Audio And internet (not cinema) (n=47)
18,9%
Only internet (n=39)
18,5%
Only audio (n=105)
Internet = display / preroll
Audio = radio / spotify
50%
45,1%
Reco audio AND Reco cinema AND Reco internet
(display or préroll) (n=41)
Audio And Cinema (not internet) (n=86)
40%
15,6%

6. Cinema: 1 out of 2 gives a score 8-9-10/10 for the creation

7. Do you remember to have seen this commercial?
100%
No
90%
Yes, in cinema and/or via internet
80%
56,1%
70%
60%
78,9%
50%
40%
30%
20%
10%
43,9%
21,1%
11,9% >> in cinema
11,0% >> in preroll *
33,5% >> in cinema
13,9% >> in preroll *
0%
W1 National dataset (n=200)
W2 National dataset
(n=200)
* On the internet (eg. News websites or You Tube)
** 6,5% error range Cinema, 3,4% error range Preroll

8. Memorisation rate cinema: 33,5%
Incremental reach : Wave 2
Audio: 33,4%
(radio and Spotify)
W1: 30,9%
Cinema: 33,5%
ONLY AUDIO
11,9%
ONLY CINEMA
17,4%
8,4%
6,2%
6,9%
1,5%
ONLY INTERNET
4,5%
Internet: 19,1% (display and preroll)
W1: 17,0%
W1: 11,9%

9. • Cinema had a positive effect on brand perception values as
innovative, unique (key in this sector) and cool.
• Cinema works slower but scores the highest results in the end on
brand attribution (19,3%), ad likeability. and ad awareness (33,5%)
Cinemagoers have a 95% higher memorisation rate of the ad than
the non-cinemagoers!
• Cinema was also more cost-efficient than radio