| Planning Agency: |
AMS Media Group Ltd |
| Campaign Dates: |
December - March 2010 |
| Target Market: |
18-65 ABC1 |
| Objectives: |
Sample & Methodology:
Test: All respondents were recruited in the cinema foyer and telephoned within 24hrs
Wave 1 = 153 interviews with 18-65 ABC1 (60/40 female bias)
Wave 2 = 151 interviews with 18-65 ABC1 (60/40 female bias)
Control: 100 respondents recruited on street in the area to the cinemas for each wave
Objectives:
Monitor Spontaneous and Prompted brand awareness
To test immediate and prompted recall of ad over and above heavyweight TV campaign
To find out attitudes/message take out towards Royal Caribbean Cruises
To identify whether seeing cinema ad has encouraged future consideration of RCC
To monitor the unique audience that is provided through cinema as opposed to other media
To understand what cinema has contributed to the key advertising objectives
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| Results: |
Cinema pushed the Royal Caribbean brand to front of mind by wave 2 and increased spontaneous brand recall by 33%
Longevity ensured that RCC stood out amongst all competitors in terms of ad recall, despite heavy TV spend
Cinemagoers could recall higher levels of detail from the ad which in turn aided the understanding of the main message
Placing the ad on cinema ensured that respondents were 42% more likely to definitely agree and 114% probably agree on considering booking a cruise holiday with Royal Caribbean Cruises in the future
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