Pearl & Dean
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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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Head and Shoulders


Planning Agency: Active (Starcom Worldwide)
Campaign Dates: 1 May 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
  • 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