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The Co-operative Food launched a cinema advert to run alongside their new TV campaign ‘Passionate Plea’
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CASE STUDY: CO-OP ‘PASSIONATE PLEA’
EFFECT OF CINEMA IN THE MIX
Date: 29.06.11Presented by: Sarah Cratchley
DCM.CO.UK
BACKGROUNDBACKGROUND:Early Jan 2011 The Co-operative Foodlaunched a new TV campaign ‘Passionate Plea’. A version of this was developed and shown incinemas in the North of England from 14.1 – 17.2.11
RESEARCH OBJECTIVES:• To ascertain what impact, if any, cinema had
on the KPI’s of the campaign
• Assess impact on brand image
METHODOLOGY: • 15 minute online survey using key questions
from Co-op media tracker.
• Respondents aged 16-70 in Lancashire, Yorkshire, North East and Boarder.
TEST AND CONTROL CELLS:1. Cinemagoers: People who have been to
cinema in the last week (n = 307).
2. Control cell: Primary grocery shoppers, none who have been to the cinema in the past 5 weeks (n=99)
Source TNS Research. Fieldwork 07-17.02.11. Co-op Case study.
Source: TNS Research. Fieldwork 07-17.02.11. Co-op Case study. Q. D1a – AD2a Spontaneous execution recall & branding. Base: Cinema goers (307), Control cell (99)
SPONTANEOUS TV CUT-THROUGH FOR ‘PASSIONATE PLEA’ IS OVER DOUBLE AMONGST CINEMAGOERS, SUGGESTING RECENT EXPOSURE HAS HAD AN EFFECT
57%
40%
39%
51%
4%5%2%
2%
Control cell - TV only exposure Cinemagoers
Recall Co-opexecution
Recall Co-opbrand
Recall other -execution/brand
No Recall
SPONTANEOUS – TOP OF MIND - EXECUTION RECALL (ANY AD SEEN) ON TV
4%9%
Source: TNS Research. Fieldwork 07-17.02.11. Co-op Case study. Base: All respondents / All recognising the campaign. QA2a/b (Prompted recognition), A3 (Branding – open ended). *Sig test at 95%
CINEMAGOERS HAVE SIGNIFICANTLY HIGHER LEVELS OF AD RECOGNITION, PLUS CAMPAIGN ADDS ALL IMPORTANT REACH…
22%
55%
66%
Control cell - TV only exposure Cinemagoers
Yes - on TV
Yes - At thecinema
PROMPTED EXECUTION RECOGNITION
Yes net55%
Yes net70%*
Category Norms
Excellent 80%+
Good 65-79%
Reasonable 55-64%
Poor 0-54%
Source notes: TNS International
INTRODUCING THE TNS AdEval SCORE CARD…
‘So what - just another ad’
• People aware of the brand only
• No strong positive feeling
• Have seen the execution
AWARE‘I liked that ad and I liked what
it said’
• People like them would like to watch
• Would like to see again
• Brand comment worthwhile watching
INVOLVED‘Co-op’s great! I
will go there tomorrow – and
I’ll tell my friends’
• Increased interest in using the brand
• Improved brand perceptions
• Would mention in conversation
MOTIVATED
NO EFFECT PARTIAL EFFECT IDEAL EFFECT
FOR MAXIMUM IMPACT YOU NEED AWARENESS…BUT MOST IMPORTANTLY INVOLVEMENT AND MOTIVATION
Source notes: TNS Research. Fieldwork 07-17.02.11. Co-op Case study. Base: All recognising the campaign (Cinema goers n=216; Control n=55) QA6a-f (Prompted) AdEval questions. *Sig test at 95%
MOTIVATION LEVELS AMONGST CINEMAGOERS ARE SIGNIFICANTLY HIGHER THAN FOR TV ALONE…
3% 3%
30% 27%
42%
21%
25%
49%
Control cell - TV only exposure Cinemagoers
Motivated
Involved
Aware
Other (by pass)
*
MOTIVATION AMONGST THOSE RECOGNISING THE CAMPAIGN
7
Base: Respondents who recognized adA6g (Key message – prompted)
Control - TV only exposure
Source notes: TNS Research. Fieldwork 07-17.02.11. Co-op Case study. Base: All recognising the campaign (Cinema goers n=216; Control n=55). QA6g (Prompted) Agreement with statements. *Sig test at 95%
27%
32%
35%
38%
37%
40%
23%
27%
25%
25%
28%
32%
50%
59%
61%
64%
64%
72%
Agree slightly Agree strongly TOP 2 BOX (NET)
16%
31%
45%
38%
42%
33%
2%
11%
8%
9%
8%
11%
18%
42%
53%
48%
44%
50%
This ad tells mesomething new about
Co-op
This is a dynamic ad
I can identify with thisad
This ad fits with theimage I have of Co-op
in a good way
This is a surprising adin a good way
I enjoyed watching thisad
Agree slightly Agree strongly TOP 2 BOX (NET)
*
*
*
*
*
Cinemagoers
HIGH LEVELS OF ENGAGEMENT IN CINEMA DRIVES POSITIVE RESPONSES FOR CREATIVE, BRAND FIT & COMMUNICATIONAD DIAGNOSTICS AMONGST THOSE RECOGNISING THE CAMPAIGN
8
Base: Respondents who recognized adA6g (Key message – prompted)
Control - TV only exposure
Source notes: TNS Research. Fieldwork 07-17.02.11. Co-op Case study. Base: All recognising the campaign (Cinema goers n=216; Control n=55).QA6g (Prompted) Agreement with statements. *Sig test at 95%
32%
34%
28%
23%
60%
54%
Agree slightly Agree strongly TOP 2 BOX (NET)
34%
29%
3%
7%
37%
36%
This advert tellsme that the Co-
op is forfamilies like me
This advertmotivates me to
shop locally
Agree slightly Agree strongly TOP 2 BOX (NET)
*
*
Cinemagoers
…WITH KEY MESSAGES ALSO RESOUNDING SIGNIFICANTLY BETTER AMONGST CINEMAGOERSAD DIAGNOSTICS AMONGST THOSE RECOGNISING THE CAMPAIGN
*
*
0%
10%
20%
30%
40%
50%Dynamic
Caring
Trustworthy
Reliable
Fun
Old fashioned
HonestWarm
Friendly
Intelligent
In touch with its customers
Family focused
Modern
Cinemagoers (n=270) Control cell - TV only exposure (n=96)
*
*
*
CINEMAGOERS ALSO HAVE BETTER PERCEPTIONS OF CO-OP BEING ‘TRUSTWORTHY, FUN, DYNAMIC, FAMILY FOCUSED, WARM, INTELLIGENT & IN TOUCH WITH ITS CUSTOMERS’CO-OP BRAND PERSONALITY
Source TNS Research. Fieldwork 07-17.02.11. Co-op Case study. Sample Base: All aware of Co-op (inc Somerfield). * Sig test at 95%Q6 (Image/Personality Association)
APPENDIX
24 26
76 74
Control Tracker
Male Female
11
17 20
41 38
41 42
Control Tracker
16-34 35-54 55-70
46 45
54 55
Control Tracker
ABC1 C2DE
46 47
54 53
Control Tracker
Working Not working
Children 5-15 in the household:
41%
THE CONTROL CELL WAS MATCHED DEMOGRAPHICALLY IN THE TRACKER TO THE PRIMARY GROCERY SHOPPER PROFILE IN THE NORTH
Source TNS Research. Fieldwork 07-17.02.11. Co-op Case study.
Control Tracker Control Tracker Control Tracker
Control Tracker
4224
5876
Cinema goers Control
Male Female
53
17
30
41
18
41
Cinema goers Control
16-34 35-54 55-70
6246
3854
Cinema goers Control
ABC1 C2DE
6746
3354
Cinema goers Control
Working Not working
54%
24%
22%
Cinemagoers
Low (less frequently)
Medium (every 3weeks/4 weeks)
High (once aweek/every 2 weeks)
Gender Age Social Grade
Working status Frequency of going to the cinema
Children 5-15 in the
household:
37%
Source TNS Research. Fieldwork 07-17.02.11. Co-op Case study. Sample Base: Cinema goers (307). * Sig test at 95%
*
*
* *
CINEMAGOERS ARE MORE LIKELY TO BE YOUNGER, MALE, MORE UPMARKET & MORE LIKELY TO BE WORKING THAN PRIMARY GROCERY SHOPPERS
Cinemagoers Control Cinemagoers Control Cinemagoers Control
Cinemagoers Control
