Planning Agency:	OMD
Campaign Dates:	18th Nov 2005 - 5th Jan 2006
Target Market:	16 - 34 year-olds
Sample:	Test - exposed to cinema ad Control - not exposed to cinema ad

Objectives:

• Vodafone launched a new advertising message ‘making the most of now'. They used cinema as part of their multi-media campaign to reach their core 16-34 year-old market.

Results:

• 1 out of every 2 people recalled the cinema ad, cinema provided unique reach as 79% of respondents had only ever seen the ad at the cinema
• The ad was well received, 79% said they ‘enjoyed watching it' whilst 60% agreed it was ‘one of the best ads I've seen recently'
• Favourability towards the brand was 94% higher amongst cinemagoers demonstrating the effect of the big screen
• Out of the 4 main networks Vodafone was rated highest amongst cinemagoers on all brand attributes e.g. offer a good range of services, are always trying to improve
• The big screen helped improve perceptions of the brand, for example 62% of cinemagoers agreed Vodafone ‘has good advertising' compared with 34% in the control group
• The big screen improved consideration, cinemagoers were 9% more likely to agree that they would be likely to consider Vodafone in the future

Summary:

Consideration: