Planning Agency:	MediaCom
Campaign Dates:	August 2004 - August 2005
Target Market:	25 - 64 years
Sample:	Test - Exposed to VW sponsorship credits Control - Not exposed to VW sponsorship credits

Objectives:

• Measure the recall of and attitudes towards the VW sponsorship credits at Independent cinemas.

Results:

• Over two thirds (67%) of the test sample recall the VW sponsorship credits.
• Those who recalled the credits expressed positive attitudes towards them, 76% said they were distinctive and 64% enjoyed watching them.
• Attitudes towards VW were also favourable, 65% agreed the ads made VW seem more sophisticated.
• 78% of cinemagoers also felt that the idea of VW sponsoring independent cinemas was a good thing.
• The credits had a positive effect on purchase propensity, 32% agreed that VW's association with Independent Cinema made them more likely to consider purchasing a Volkswagen in the future.

Attitudes towards the sponsor credits