Planning Agency:	AMS
Campaign Dates:	19th May – 22nd Sept
Target Market:	25-45yrs regular cinemagoers
Sample:	Test – exposed to cinema ad; respondents at selected cinemas were also given a free sample of Gü

Objectives:

• To understand the extent to which the cinema campaign raises awareness of Gü puddings.To assess the effectiveness of the free Gü samples.

Results:

• Spontaneous brand awareness amongst those exposed to cinema advertising was high at 25%, compared to only 6% amongst the control sample
• Overall brand awareness was 24% higher amongst cinemagoers
• The ad was well remembered – spontaneous advertising recall was exceptional at 31% and overall 59% of cinemagoers remembered the Gü ad
• 1 out of 4 cinemagoers who recalled the advertising also remembered the endline of the ad ‘chocolate puds for grown ups' demonstrating the power of the big screen in allowing people to recall detail from the ad
• The creative was well liked, particularly amongst those exposed to the sampling, for example 64% of cinemagoers agreed the ad ‘made Gü puds seem more appealing' and this rose to 75% for those who had also been exposed to sampling
• Cinema advertising was successful in improving perceptions of the Gü brand, for example 59% of the control group agreed Gü was ‘made of top quality ingredients' compared to 66% of cinemagoers, an increase of 12%
• The big screen and the sampling were both effective in increasing consideration and propensity to visit the Gü website
• Recall of the sampling was excellent with 2 out of 3 cinemagoers recalling it

Brand awareness:

Perceptions of the brand: