Planning Agency:	Initiative Media
Campaign Dates:	May 2002
Target Market:	Women 25 - 44 years
Sample:	Test - Exposed to cinema and TV ad, some of the cinemagoers were also exposed to cinemasixes Control - Exposed to TV ad only

Objectives:

• To analyse the effectiveness of running a cinema campaign alongside a TV campaign for Neutrogena Visibly Refined Moisturiser.
• To investigate the strengths of utilising off-screen opportunities (i.e. cinema sixes which consists of posters in the cinema foyer) which Pearl & Dean's sister company, Primesight, are able to offer.

Results:

• Recall was much higher amongst cinemagoers, 71% recalled the ad compared to only 61% in the control group.
• Recall was even higher for those cinemagoers who were exposed to the poster advertising in the cinema foyer, 81% of this group recalled the ad.
• 74% of cinemagoers who recalled the ad could correctly describe it, achieving almost twice the depth of message as the control TV only group.
• Cinemagoers remembered more detail from the ad, this was particularly true for those exposed to cinema sixes.
• Cinemagoers understood the ad more easily, for example 78% agreed that ‘it's all you need to keep your skin looking good' compared to 69% in the control group.
• 39% of cinemagoers said they were very likely or fairly likely to purchase the product, compared to only 31% of the control group.

Likelihood of purchasing Neutrogena Visibily Refined

Total Recall

Likely to purchase - demograpics