Pearl & Dean - The Greatest Name in Cinema Advertising

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Planning Agency:	Mindshare
Campaign Date:	January 2009
Target Market:	ABC1 Women aged 25 - 44 years
Sample:	Test - Exposed to cinema and TV ad Control - Exposed to TV ad only

Kleenex Mansize arrived on the big screen for the first time in Oct 2008, Kleenex wanted to target 25-44yr old housewives with kids and a tailored Family Focus Package provided the perfect route to target this group. Cinema activity was used in conjunction with TV advertising and Redblue were commissioned to measure the effectiveness of how the cinema complimented the TV campaign.
It was a new creative direction for the Kleenex Mansize brand who were promoting newly designed packs to highlight the fact that brand was still strong but now came in a smaller box and importantly can be used for everyday use.

89% of the sample were aware of the Kleenex Mansize brand despite not seeing the ad on the cinema, and this rose to 95% after the cinema and TV advertising.
Spontaneous Advertising recall was far higher for those who had been exposed to the cinema advertising; 29% of those who had seen the ad at the cinema spontaneously remembered it compared to 11% who had been exposed to the ad on TV only.
Overall Advertising recall was also much higher for those who had been exposed to the cinema advertising; 62% of those who had seen the ad at the cinema remembered it compared to 36% who had been exposed to the ad on TV only. This is a massive increase of 72%.
Depth of communication was also stronger amongst those who had seen the ad at the cinema, 79% of those who remembered seeing the ad could correctly describe the it compared to only 22% in the TV sample.
This high level of depth of communication was also vital in getting the main message of the ad across. 19% of those remembering seeing the ad spontaneously said the main message was ‘big tissues in a small box' compared to just 4% of those in the control sample.
Purchase propensity (consider trying) increased by 6% for those who were exposed to both the cinema and TV ads.
The cinema activity proved to be a huge success for Kleenex Mansize – brand awareness increased, recall was strong, depth of communication was increased and propensity to purchase was high.