Planning Agency:	MediaCom
Campaign Dates:	August 2004 - August 2005
Target Market:	25 - 64 years
Sample:	Two waves of research were conducted, the first wave in October 2004 and the second in March 2005. In each wave respondents were exposed to the VW sponsorship credits.

Objectives:

• To determine the effect of long-term sponsorship at Independent cinemas.

Results:

• The long-term sponsorship was effective in improving recall levels - recall stood at 67% in October 2004 but this had risen to 80% during the second wave.
• Attitudes towards the credits had also improved, during the first wave of research 76% said they were ‘distinctive' but this rose to 80% in March 2005. Similarly 64% stated that they enjoyed watching the credits during the first wave and this rose to 68% in the second.
• Attitudes towards VW were extremely positive, during the first wave of research 65% agreed ‘the ads made VW seem more sophisticated'. Respondents attitudes increased even further as the campaign continued, during the second wave 80% agreed with the same statement.
• All respondents felt that the idea of VW sponsoring independent cinemas was a good thing (78% agreed in wave 1 and 80% in wave 2).
• The credits had a positive effect on purchase propensity, and even more-so as the campaign continued. During the first wave 32% agreed that VW's association with Independent Cinemas made them more likely to consider purchasing a - Volkswagen in the future, this rose to 38% during the second wave.
  

Attitudes towards the sponsor credits

Effect on purchase intent (All saying it made them more likely to consider purchasing a VW)