Planning Agency:	Initiative Media
Campaign Dates:	8th July - 8th September 2005 (alternative weeks)
Target Market:	21 - 35 years who own a car up to 4 years old
Sample:	Test - exposed to cinema and TV ad Control - exposed to TV ad only

Objectives:

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

Results:

• The cinema ad improved spontaneous brand awareness, it was 88% higher amongst cinemagoers.
• Advertising recall was much higher amongst cinemagoers, spontaneous recall was 21% for this group compared to only 4% of the control group. Similarly total recall was 41% amongst cinemagoers versus 11% for the control group.
• It was evident that most cinemagoers recalled the cinema ad as opposed to the TV ad, 84% recalled the cinema ad whilst only 34% recalled the TV ad.
• Both ads were well liked with more than half in both groups agreeing they ‘liked the ad a lot/little'.
• The cinema ad was more effective in increasing favourability towards the brand, 33% of cinemagoers agreed the advertising made them much more/a little more favourable towards the brand, compared to only 23% of the control group.
• Overall the cinema ad also improved perceptions of the brand, particularly on the brand attributes ‘Is an affordable car' and ‘Is a car which is thoughtfully designed'.

Brand Awareness

Advertising Recall