Pearl & Dean - The Greatest Name in Cinema Advertising

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Planning Agency:	Initiative Media
Campaign Dates:	November 2004
Target Market:	25 - 34 years who own a car up to 4 years old (quota: 70% female, 30% male)
Sample:	Test - Exposed to cinema ad Control - Not exposed to cinema ad

To increase sales of the Vauxhall Tigra and to change its' brand image, making it more appealing to women.

More than 1 out of every 4 cinemagoers were spontaneously aware of the Vauxhall Tigra.
Recall was excellent, almost half (41%) of all respondents recalled the Vauxhall Tigra ad.
Respondents were able to recall the detail of the ad well.
The main message of the ad was also understood, respondents gleaned that the ad was aimed more towards women, that the car was for independent people and that the Tigra had been re-launched.
The creative was effective, virtually 1 out of every 2 respondents who recalled the ad said they liked it; very few (15%) disliked the ad.
Advertising on the big screen improved people's attitudes towards Vauxhall as a brand, 58% felt much or a little more favourable towards Vauxhall as a result of seeing the cinema ad.
Perceptions of the Vauxhall Tigra were also enhanced, for example 77% of the test group agreed “Tigra is a sporty and stylish 2 seater convertible”, compared with only 69% in the control group.
Purchase propensity was strong amongst cinemagoers, almost 1 out of every 4 said they would be very/fairly likely to consider the new Vauxhall Tigra if they were choosing a car tomorrow.