| Planning Agency: |
Active (Starcom Worldwide) |
| Campaign Dates: |
May - July 2009 |
| Target Market: |
25-44 year olds with a 50:50 male female split |
| Objectives: |
Sample & Methodology:
Cinemagoers - Recruited from cinema after exiting relevant film (219). Details collected and re-contacted 24 hrs later by phone
Control - not exposed to cinema advertising (100). Recruited by random dialling from areas close to the above cinemas
Objectives:
New campaign for Head & Shoulders to highlight key brand qualities
To get people to reassess their perceptions of Head & Shoulders
To identify whether seeing the ad has increased propensity to purchase
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| Results: |
Strong levels of brand awareness and higher than average levels of total ad awareness amongst cinemagoers
Unique audience recalling H&S advertising in cinema only, over and above heavy TV
40% of cinemagoers recall the 'Don't break up with your hair' strapline delivered through the creative
High levels of favourability towards the ad
Significant shifts on brand attributes amongst those who had seen the ad in cinema
Just under half of cinemagoers are likely to consider Head & Shoulders Endurance
Cinemagoers feel that the H&S Endurance brand is a good fit with cinema
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