Planning Agency:	Zenith Optimedia
Campaign Dates:	13 th Oct – 2 nd Nov 2006 (advertising was around Open Season and Barnyard)
Target Market:	BC1C2 mums 25-45yrs with kids aged 3-10yrs* * they had to agree with 1 of 2 statement also
Sample:	Test – exposed to cinema and TV ad Control – exposed to TV ad only(note – TV ad was aired June/July 2006)

Objectives:

• To determine if the cinema advertising raised awareness of the Max for Milk brand and encouraged people to buy the product. To assess if the advertising message was understood. Evaluate if the Max for Milk advertising makes people feel differently about the Ovaltine brand.

Results:

• The cinema ad increased awareness of the brand, there was a 48% increase in brand awareness amongst cinemagoers.
• Recall of the ad was excellent, for example spontaneous advertising recall stood at 29% (compared with an average of 15%). Overall more than 6 out of 10 people recalled the ad.
• Advertising recall was much higher amongst cinemagoers.
• The main message of the ad was understood, of those cinemagoers who recalled the ad 1 in 3 described the message as ‘healthy' and 1 in 4 as ‘for children' – Ovaltine Max for Milk is a healthy drink for children!
• The creative was liked, more than 1 in 2 felt ‘it made the brand seem more appealing' and 62% agreed that ‘it contained new information about the brand'
• Future purchase propensity of Ovaltine Max for Milk increased by 100% as a result of the cinema advertising.
• The cinema advertising was also effective in improving perceptions of Ovaltine, 45% of cinemagoers agreed they were now more likely to buy Ovaltine as a result of seeing the advertising, this is a 10% increase on the control sample.

Recall:

 

Purchase Propensity:

"Next time you buy milkshake mix for your family which brand do you intend to use?"