Pearl & Dean - The Greatest Name in Cinema Advertising

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Planning Agency:	Walker Media
Campaign Dates:	19 th May – 29 th June
Target Market:	ABC1 women 25-54yrs
Sample:	Test – exposed to cinema and TV ad Control – exposed to TV ad only

To create stand-out of Dyson versus its competitors, cinema and television were chosen as the perfect mediums to do this. Dyson utilised the out-of-reel position at Pearl & Dean's cinemas in order to do this.

Spontaneous brand awareness of Dyson amongst cinemagoers was 66%, far higher than all its competitors. - Spontaneous brand awareness was also 14% higher amongst the cinema sample demonstrating the power of cinema advertising.
The cinema ad was effective in increasing spontaneous advertising recall, it stood at a huge 51% amongst cinemagoers compared with 38% amongst the control group. This 51% is far higher than many Pearl & Dean case studies demonstrating the effect of the out-of-reel position.
Total recall of the Dyson ad was 82% higher amongst cinemagoers at 62%.
The research also demonstrated the unique reach that cinema provides – amongst cinemagoers 1 in 3 of those who recalled the ad had only ever seen it at the cinema.
The creative was effective, particularly on the big screen – 69% of cinemagoers agreed the ad ‘made a Dyson vacuum cleaner seem more appealing' compared with 53% in the control sample.
The cinema advertising improved perceptions of the brand, for example 77% of cinemagoers agreed ‘Dyson doesn't lose suction' compared to 61% in the control group.
Consideration was also higher amongst cinemagoers with 65% of those who recalled the ad saying they were likely to consider buying a Dyson next time round, this compares with 59% in the control sample.