Planning Agency:	Mediacom
Campaign Dates:	60sec ad which ran around family films (March 2008)
Target Market:	parents with children up to 16yrs who are non-rejecters of package holidays
Sample:	Test Respondents were exposed to the 60second First Choice ad (Arms Full); sample size = 200 Control respondents were exposed to all other First Choice activity (TV and Magazines) but NOT the ad at the cinema; sample size = 100

Objectives:

• First Choice wanted to measure brand awareness amongst two evenly matched samples to see if seeing the ad at the cinema brought the brand front of mind. It was therefore also important to measure awareness of First Choice cinema advertising and to assess attitudes towards the advertising along with the take-out of the ad.

  All these factors were then used to measure future consideration of First Choice.

Results:

• The cinema sample were 32% more likely than the control sample to recall the First Choice brand spontaneously. Front of mind awareness is higher in comparison to other brands.

• Spontaneous ad awareness was 138% higher in the test cell than in the control cell and all recall is significantly higher than other brands

• The cinema sample were more likely to recall the strapline and also understand the main message of the ad.

• Against other brands, First Choice was cinemagoers ‘First Choice'! More importantly cinemagoers were 49% more likely to choose First Choice in the next 6 months.

How likely are you to consider booking a holiday through First Choice in the next 6 months?