Pearl & Dean - The Greatest Name in Cinema Advertising

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Planning Agency:	Mediacom & ZenithOptimedia
Creative Agency:	AMV
Campaign Dates:	20th May - 16th June 2005
Target Market:	16 - 44 years
Sample:	Test - Exposed to cinema and TV ad Control - Exposed to TV ad only

Maltesers wanted people to re-assess their opinion of the brand and thus increase consideration. Alongside this they also wanted to create impact over and above their heavyweight TV campaign and cinema proved to be the perfect medium for this.

Recall scores were much higher amongst cinemagoers with 59% recalling the ad compared to only 38% in the control group.
Proven recall scores were 223% higher amongst cinemagoers who recognised the features of the ad having seen it on the big screen, whereas the depth of communication was not so clear for TV viewers who misattributed the campaign with an old one.
Of all cinemagoers who recalled the ad 29% claimed they only saw it at the cinema demonstrating the unique reach that cinema provides.
66% of cinemagoers took out the correct message from the ad, i.e. that it is light/lighter than other chocolate, compared with only 53% of the control group.
Perceptions of the ad were excellent amongst both groups, however cinemagoers outperformed the control group on some attributes (e.g. 59% of cinemagoers thought the ad was memorable compared with only 36% of the control group).
As a result of seeing the ad on the big screen, cinemagoers were 113% more likely than the control group to have positively reassessed their perception of the Maltesers brand.
Cinemagoers were 115% more likely than the control group to say that the ad had made them feel much/a little more positively towards Maltesers.
The Cinemagoers said that Maltesers were their number one chocolate choice, whereas TV viewers quoted an alternative brand.
86% of cinemagoers said they were likely to purchase Maltesers in the future.