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The Sorcerer's Apprentice
Release date: Out Now
Est. admissions: 1,530,000
Main audience: BlockBuster
The Sorcerer's Apprentice
Release date: Out Now
Est. admissions: 1,530,000
Main audience: BlockBuster
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Sony


Planning Agency: omd
Campaign Dates: 1 October 2009
Target Market: 25-34 year old males
Objectives: 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)
    Objectives:
  • To measure the overall efficacy of the campaign in general and any amplification effect from the foyer activity. This includes measuring:
  • Campaign recall
  • Uplift in brand image
  • Impact on consideration of Sony
  • Results:
  • 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'