Pearl & Dean - The Greatest Name in Cinema Advertising

Planning Agency:	Initiative Media
Campaign Dates:	1st July - 13th October 2005 (alternative weeks)
Target Market:	21 - 35 years who own a car up to 4 years old (slight male bias - 65%/55% female)
Sample:	Test - exposed to cinema and TV ad Control - exposed to TV ad only

To look at the effects of a cinema campaign over and above a heavy-weight TV campaign.

Advertising on the big screen improved spontaneous brand awareness, it was 38% higher amongst cinemagoers.
65% of cinemagoers recalled the Astra ad and of these more than 1 out 3 claimed they had only ever seen the ad at the cinema demonstrating the unique reach that cinema provides.
Depth of communication was excellent amongst cinemagoers and far higher than that of the control group. For example - 70% of cinemagoers recalled 2 men climbing/walking in mountains compared with only 49% in the control group.
Those who recalled the ad from both the TV and cinema noticed the differences between them e.g. 45% noticed that in the cinema ad the car drives over the mans foot, this does not happen in the TV ad.
The creative was well received amongst both groups although cinemagoers were more likely to agree with the statement ‘I found the ad funny', this indicates even further that the differences between the two ads were noticed.
The big screen was effective in improving perceptions of the brand across all brand attributes and particularly for the ones which were most pertinent to the Astra Sports Hatch e.g. ‘has a sporty dynamic design' and ‘is exciting to drive'
The enhancement of image amongst cinemagoers led to increased consideration of the Vauxhall Astra Sports Hatch. Consideration was 24% higher amongst cinemagoers.