Transcript The co-operative food - Digital Cinema Media

THE CO-OPERATIVE FOOD
‘Passionate Plea’ Campaign
Background
In January 2011 The Co-operative Food launched a
new TV campaign “Passionate Plea” in 2 versions:
“husband” and “wife”.
A combined version of the TV executions was
shown in the cinema in the North (Lancashire,
Yorkshire, North East and Borders) from midJanuary to mid-February.
Idea
The idea behind the campaign was to encourage
people to shop locally – at their nearest Co-operative
Food store – and in doing so, allow them to spend
more time on more important things.
The impact of seeing advertising in the cinema
(particularly alongside exposure via other media
channels) helps deepen key message take-out, and
can be a driver in motivating changes in behaviour.
Passionate
Quote to define campaign
goesPlea.
here
– can run to two lines.
Co-operative Food | Passionate Plea
January – February 2011
Conducted by; TNS
THE CO-OPERATIVE FOOD
‘Passionate Plea’ Campaign
Advertiser
The Co-operative Food
Coverage
North
+28%
Cinemagoers were more likely to
have enjoyed watching the
Passionate Plea ad.
(72% vs. 44% in Control cell)
Media Agency
PHD Rocket
Creative Agency
TBWA\Manchester
Target Audience
16-70 year olds
Duration
14 Jan – 17 Feb 2011
+23%
Cinemagoers said the ad resonated
with them.
“This ad tells me Co-op is for families like mine.”
(60% vs. 37% in Control cell)
+24%
Cinemagoers were more ‘motivated’ to
shop at Co-op in the future.
“Increased interest in using the brand, improved brand
perceptions, and would mention in conversation”
(49% vs. 25% in Control cell)
Results
Brand Personality
Dynamic
40%
-
Cinemagoers have a higher level of advertising awareness (prompted)
across the board, suggesting a higher engagement with advertising on a
broader level.
Modern
Caring
30%
Family focused
Trustworthy
20%
-
Overall, cinema goers tend to have a better response to advertising.
-
This higher level of engagement is reflected in a much higher level of
motivation (50% vs. 25% in the Control cell).
-
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Brand image and personality perceptions amongst Cinema goers are also
generally better than for the control cell, suggesting a higher level of
engagement with the brand as well.
These findings support the idea that adding Cinema to the media mix works
very well for cinemagoers by reinforcing the effects of TV.
10%
In touch with its
customers
Reliable
0%
Fun
Quote Intelligent
to define campaign goes
here
– can run to
two lines.
Friendly
Old fashioned
cinema cell (n=270)
control cell (n=96)
Warm
Honest
Co-operative Food | Passionate Plea
January – February 2011
Conducted by; TNS