||1 October 2009
||25-34 year old males
||Sample & Methodology:
Test 'Non-foyer activity' = Cinema goers at sites without foyer activity (156)
Test 'Foyer activity' = Cinema goers at sites with foyer activity (119)
Test cell respondents were recruited in foyer - after the film screening and called back the next day.
Control - non cinemagoers recruited and interviewed in the street (106)
To measure the overall efficacy of the campaign in general and any amplification effect from the foyer activity. This includes measuring:
Uplift in brand image
Impact on consideration of Sony
The Sony.Make.Believe campaign generated relatively high levels of standout and proved successful in shifting key image statements
The in foyer activity proved a very successful addition to the cinema advertising. It enhanced the association between advert and cinema (thus re-enforcing the associated benefits of the medium) and provided those aware of the in foyer promotions a more in-depth and considered understanding of the ad
The synergy between Sony in general and the specific in-foyer activities promoting both brand and film (e.g. interactive floor and Widescreen TVs) proved effective in delivering an uplift in the key image statement 'Sony fulfils all home entertainment needs'