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Citroen C3
| Planning Agency: |
OMD
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| Campaign Dates: |
29th June – 13th September |
| Target Market: |
Women with kids up to 12yrs who own B segment cars
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| Sample: |
Pre and post research interviewing cinemagoers by using an online methodology. |
Objectives:
Results:
- Despite a heavy weight TV campaign which took place just before the pre research, spontaneous advertising recall increased by 160% from 5% to 13%
- After respondents were shown the ad, research in the post group was 21% higher at 58%
- The results demonstrated the unique audience that cinema can provide, 1 in 5 respondents only remembered the advertising from the cinema only, despite the heavy-weight TV campaign.
- The big screen was successful in eliciting more favourable attitudes towards the advertising, for example in the pre stage 59% agreed that the ad was easy to understand, whereas in the post stage this increased to 68%. Furthermore, 72% of respondents agreed the ad worked well in the cinema.
- Perceptions of the Citroen C3 improved on all brand attributes following the cinema activity, demonstrating the power of the big screen to improve perceptions of your brand; for example at the post stage 42% agreed the Citroen C3 is a ‘reliable, high quality car', compared with only 31% at the pre stage.
- Ultimately every brand conducts advertising to increase consideration, the cinema advertising was extremely effective in increasing consideration of the Citroen C3. When asked if Citroen C3 would be the first car respondents would consider in the future, or one of a small number they would consider, there was a 44% increase from the pre to post stage.
Advertising Recall
Consideration
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