Planning Agency:	Starcom UK
Campaign Dates:	April - August 2000
Target Market:	16 - 25 years
Sample:	Test - Exposed to cinema and TV ad Control - Exposed to TV ad only

Objectives:

• To determine the effectiveness of cinema as an advertising medium amongst 16-25 year-olds to further improve on a concurrent TV campaign.

Results:

• Total recall for the cinemagoers was 69% compared to only 39% in the control (TV only) group.
• Cinemagoers remembered more detail from the ad.
• The creative elements were effective – 56% of cinemagoers enjoyed it, this is more than double that of the control TV only sample, and highlights the impact of the big screen.
• 62% of cinemagoers would like to use online-banking in the future, compared to only 50% in the control group.
• Cinemagoers had a much higher opinion of Barclays as a brand, for example 59% thought they were trustworthy compared to only 19% in the control.
• Almost a third of the test group named Barclays as the market leader for on-line banking, compared to 16% in the control group.

Recall of Barclays on-line Ad

'Would like to use Internet banking in the future'