Planning Agency:	Carat
Campaign Dates:	28th April - 9th June 2005 (in Glasgow)
Target Market:	18 - 29 years
Sample:	Test - Exposed to cinema ad Control - not exposed to Smirnoff Experience cinema ad Note: there was TV advertising running for Smirnoff and Smirnoff Ice during the Smirnoff Experience campaign

Objectives:

Smirnoff wanted to appeal to the 18-29yr market to promote their Smirnoff Experience Events, a series of dance music events across the UK. They chose cinema as the best means of reaching this young audience. A special remix of the Pearl & Dean jingle was created for Smirnoff combining break beat music into the famous ‘Pa-pa' tune, this was then followed by a Smirnoff Experience ad.

Results:

• Recall was excellent, 68% of cinemagoers recalled the Smirnoff Experience ad and 93%of these remembered it from the cinema.
• The ad was well received and had great stand out – 70% said they ‘enjoyed watching the ad', 70% agreed that it ‘stuck in their mind' and 56% agreed it was ‘eye-catching'
• The cinema ad improved perceptions of the Smirnoff brand, 51% thought it was ‘high quality' compared to only 37% in the control group. Similarly 46% agreed it was a ‘premier vodka brand' compared to only 31% in the control group.
• Purchase propensity was strong with 74% saying they were very or quite likely to buy Smirnoff in the future. This was slightly higher than the control group (3% higher) which is a good result considering how strong the Smirnoff brand is.
• The cinema ad increased traffic to the Smirnoff website by 129%.
• Amongst those who recalled Smirnoff advertising, more than 1 out of every 2 (53%)cinemagoers were aware of the - Smirnoff Experience event, this compared to only 46% in the control group.
• Cinemagoers who were aware of the Smirnoff Experience understood what the event was about – musical event, gigs, bands, well known DJ's, dance music, for young people and clubbing were some of the things that were mentioned.

Summary:

advertising recall:

Purchase propensity:
How likely are you to purchase Smirnoff in the future?