Pearl & Dean - The Greatest Name in Cinema Advertising

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		introduction

		Copy Clearance Submission Form

Planning Agency:	Universal McCann
Campaign Dates:	30 sec ad which ran for 11 weeks (please note: the cinema campaign has been running for many years)
Target Market:	Men aged 18-34yrs
Sample:	Test Respondents were exposed to the 30second Jack Daniels ad; sample size = 200

Jack Daniels have been advertising on cinema for some time and they wanted to find out the impact of their campaign through measuring awareness of the Jack Daniels advertising and to determine take out of the ad.
It was key to assess how these factors came together to effect consideration.

Spontaneous brand awareness was high, and amongst Jack Daniels drinkers in particular the cinema advertising has helped increase spontaneous brand awareness significantly.
Spontaneous advertising recall was particularly high amongst the test group at 35%, well above the cinema average of 11%.
Overall recall was high with 6 out of 10 cinemagoers remembering the ad, 1 in 3 also remembered the ‘maturity' strap line. Amongst the cinema sample the older respondents were more likely to remember the ad.
The cinema advertising has also improved consideration of Jack Daniels, 28% of those who recalled the ad are very likely to consider buying the product in the future compared to 15% amongst those who didn't recall the ad.