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Lloyds Warm Up With Cinema

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Lloyds TSB ran a campaign across TV, VOD and Cinema to promote their sponsorship of the London 2012 Olympic Games. Cinema ran a 90” creative in the Silver Spot position for 3 weeks prior to the start of the Olympics resulting in higher ad recall.

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Lloyds Warm Up With Cinema

  1. 1. LLOYDS TSB: LONDON 2012CINEMAGOERS GET INVOLVED
  2. 2. METHODOLOGYBACKGROUND:Lloyds TSB ran a campaign across TV, VOD and Cinema to promote theirsponsorship of the London 2012 Olympic Games. Cinema ran a 90” creative in theSilver Spot position for 3 weeks prior to the start of the Olympics. June JulyRESEARCH OBJECTIVES:What role, if any, did Cinema play in extending the reach and resonance of LTSB’sLondon 2012 partnership?•Brand Awareness•Brand Metrics (Inc. Saliency, Involvement etc.)•Sponsorship Metrics (Inc. Recommendation, Consideration etc.)METHODOLOGY & SAMPLE :Online survey using Lloyds TSB brand tracker with an added cinema booster (6thJune – 26th July 2012)•Cinemagoers: people who HAVE been to cinema in the last week.•National: people who HAVE NOT been exposed to the Lloyds ad in the cinema. LLOYDS TSB: LONDON 2012
  3. 3. CINEMA DELIVERED HIGHER AD RECALL FOR LLOYDS AD RECOGNITION 67% June July 57%Source : DCM / / Hall & Partners/ Lloyds TSB 2012Base: National (219) / Cinemas (385)Here are some images and music from an ad. Have you seen this ad recently? LLOYDS TSB: LONDON 2012
  4. 4. SALIENCE: CINEMA CREATIVE DIFFERENTIATING FROM OTHER FINANCIAL ADVERTISERS Cinema Goers National Diff +3% It grabs your attention It sticks in the mind = .It stands out from other financial advertising +11% It’s original +1% It’s clever = It really stands out as very different from +5% other advertisingIt’s not the sort of advertising I would expect +4% from LTSBSource : DCM / / Hall & Partners/ Lloyds TSB 2012Base: National (TV Recognisers) (101) / Cinema Recognisers (260)Ad Response / Diagnostics Significantly higher vs .National LLOYDS TSB: LONDON 2012
  5. 5. INVOLVEMENT: CINEMA DRIVING WARMTH TOWARDS CREATIVE – MORE POSITIVE AND UPBEAT VS. TV Cinema Goers National Diff I watch it closely because its very appealing +12% / more appealing than other advertising I like the style of the advertising +1% It felt positive / upbeat +12% It’s got a warm feel to it. +8% It’s enjoyable advertising +10% It’s entertaining +4% It was uplifting +12% I relate to the people in the ads +2% It felt relevant to me +5%Source : DCM / / Hall & Partners/ Lloyds TSB 2012Base: National (TV Recognisers) (101) / Cinema Recognisers (260)Ad Response / Diagnostics Significantly higher vs .National LLOYDS TSB: LONDON 2012
  6. 6. PERSUASION: WITH STRONGER LEVELS OF ENGAGEMENT CINEMA WORKS TO MAKE PEOPLE FEEL BETTER ABOUT THE BRAND Cinema National Diff Easy to understand +7% I understand what they’re trying to say and it makes me feel better about the brand +9% It tells me something interesting about LTSB +9% It improves my opinion about LTSB +5% It tells me something new about LTSB +10% It makes me more likely to consider LTSB +10% I believe what they are saying +2%Source : DCM / / Hall & Partners/ Lloyds TSB 2012Base: National (TV Recognisers) (101) / Cinema Recognisers (260)Ad Response / Diagnostics Significantly higher vs .National LLOYDS TSB: LONDON 2012
  7. 7. CINEMA HAD A POSITIVE IMPACT ON LLOYDS’ SPONSORSHIP METRICS Cinema Goers Non Cinema Goers Understanding and Fit Pre I understand why they would sponsor this event and it fits perfectly Post Recommendation Pre I am more likely to recommend LTSB because of their sponsorship of London 2012 Post Consideration Pre I am more likely to consider LTSB for future financial products and services because of their sponsorship of London 2012 PostSource : DCM / / Hall & Partners/ Lloyds TSB 2012Base: Pre Cinema Goers (121) Non-Cinema Goers (892) Post Cinema Goers (385) Non Cinema Goers (615)QSP8a / QSP14a Significantly higher vs .National LLOYDS TSB: LONDON 2012
  8. 8. THANK YOU

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