Planning Agency:	Carat
Campaign Dates:	8th April - 23rd June
Target Market:	18 - 34 Men
Sample:	Test - Exposed to cinema and TV ads Control - Exposed to TV ads only Note: Guinness had 2 ads running concurrently on TV and cinema (the Eskimo ad and the surfer ad)

Objectives:

• Raise awareness and increase consideration of the Extra Cold Guinness brand, particularly for their younger consumers.

Results:

• Recall scores were good for both the test and the control group. However proven recall scores were much higher amongst cinemagoers (54% higher) demonstrating that the big screen increases depth of communication.
• Of the cinemagoers who recalled the ads, 79% recalled them from the big screen.
• Cinemagoers were 76% more likely than the control group to take out the correct message from the ads i.e. ‘serve Guinness extra cold.'
• Perceptions of the ads were higher amongst cinemagoers e.g. 77% of cinemagoers agreed the Eskimo ad was funny compared to only 59% of the control group, and 66% of cinemagoers said they liked the music compared to only 46% of the control sample.
• Cinemagoers showed a definite shift in image towards Guinness Extra Cold scoring higher than the control group on attributes such as ‘great taste', ‘a premium drink', ‘different from other beers and stouts' and ‘modern.'
• Purchase propensity was stronger amongst cinemagoers – when looking at Guinness drinkers 76% of those in the test group agreed they were very likely to purchase Guinness Extra Cold in the future, compared to only 54% in the control group.

Summary:

Recall of Guinness Ad Base: all respondents:

Purchase propensity Base: all respondents who have drank Guinness in the last 4 weeks: