hyundai i40 campaign: cinema’s contribution to the media mix
TRANSCRIPT
HYUNDAI I40 CAMPAIGN: CINEMA’S CONTRIBUTION TO THE MEDIA MIX
DCM.CO.UK
TOPLINE RESULTS
Cinema successfully brought a significant shift in brand health metrics to the Hyundai i40 multimedia campaign.
A positive response to the creative with increase in enjoyment and engagement lead to better ad recall. Cinema delivered deeper message outtake in conjunction with heightened brand re-appraisal.
Cinema also helped drive brand familiarity and increased brand consideration of Hyundai.
OBJECTIVES AND ACTIVITY:A new multi-media campaign (including print, outdoor and heavy TV) ran for Hyundai i40 to:• better understand the impact of the campaign on key brand health metrics• build incremental reach
METHODOLOGY: Using the Hyundai’s brand tracker with a cinemagoer boost•Exposed – Cinemagoers who HAVE seen a film where the ad was in the reel
•Unexposed - Cinemagoers who HAVE NOT seen a film where the ad was in the reel
PACKAGE & TARGET AUDIENCE:14 Oct – 13 Nov 2011TA: 35 - 55 husbands with childrenFilm Pack: First 3 weeks of multiple films and first week of The Adventures of Tin Tin
BACKGROUND
Source: DCM/Millward Brown 2011
HOW DOES THE RESPONSE TO THE TV CREATIVE DIFFER AMONG THOSE THAT WERE EXPOSED TO IT IN CINEMA?
CINEMA EXPOSURE BOOSTS CONSUMER ENGAGEMENT AND ENJOYMENT
Source: DCM/Millward Brown 2011Base : i40 tracking total sample (324) | Cinema Exposed (157) | Cinema Non-Exposed (92)
CINEMA: THE QUALITY BROADCAST CHANNEL
BRANDED IMPACT
‘i40 tracking total sample’
%
Exposed difference
+/-
‘cinema exposed’
%
‘cinema non-exposed’
%
I would definitely remember the ad was for Hyundai
I wouldn’t be sure which car manufacturer the ad was for
I wouldn’t even be sure that it was a car ad
Mean score:
+15
-13
-2
3.29 +0.583.51 2.93
CINEMA EXPOSURE BOOSTS CONSUMER ENGAGEMENT AND ENJOYMENT
CINEMA: THE QUALITY BROADCAST CHANNEL
COMMUNICATION : Prompted ImpressionsHow strongly do you think the advertising gave you these impressions?
‘i40 tracking total sample’
%
Exposed difference
+/-
‘cinema exposed’
%
‘cinema non-exposed’
%
Source: DCM/Millward Brown 2011Base : i40 tracking total sample (324) | Cinema Exposed (157) | Cinema Non-Exposed (92)
Significant Difference at 95% between the total and exposed group
i40 Tourer is a new model
make fuel-efficient cars
makes stylish and high quality cars available to all
make stylish cars
make desirable cars
make technically advanced cars
make good quality cars
is a confident brand
is a smart choice
make reliable cars
offer good value
+3
+14
+15
+6
+7
+5
+10
+9
-3
+7
+4
*
**
Guideline for strong score: 50%+
Slogan remembrance
Tracking Total sample
Cinema exposed
Total non-exposed
17% 23% 13%
CINEMA EXPOSURE BOOSTS CONSUMER ENGAGEMENT AND ENJOYMENT
CINEMA: THE QUALITY BROADCAST CHANNEL
RESPONSE ‘i40 tracking total sample’
%
Exposed difference
+/-
‘cinema exposed’
%
‘cinema non-exposed’
%
Source: DCM/Millward Brown 2011Base : i40 tracking total sample (324) | Cinema Exposed (157) | Cinema Non-Exposed (92)
It made the brand seem more appealing
The points made in the ad were believable
It contained new information about the brand
It made me think Hyundai is innovative
It made me think differently about the brand
It made me think Hyundai is a brand I can trust
The points made in the ad were relevant to me
It made me want to find out more about the car
It contained different information to other ads for cars
It made me think the brand is really different from others
It's the sort of ad I would talk about with friends
+10
+17
+13
+12
+12
+30
+24
+24
+26
+20
+16
IMPACT OF CINEMA ACTIVITY ON BRAND HEALTH
Source: DCM/Millward Brown 2011Base : Total sample (435)*based on total non-exposed
CINEMA ACTIVITY HAS BOOSTED BRAND CONSIDERATIONCINEMA: THE QUALITY BROADCAST CHANNEL
CONSIDERATION Consideration (top 2 box)Brand feeling : Very positive
0
20
40
60
6
33
44
16
0.7
2008 2009 2010 2011
7% Not heard of
29% Would not consdr
37% Might consider it
26% Seriously Con
1.3% First Choice
0
250‘Fluid Metal’
797 619‘True quality matters’1046 ‘Harmony, trust...’
515 ‘Style, space...’997 ‘i series’
620 433908 996 1700 821
Hyundai
0
2502608 282 9686
Hyundai Total £
Total sample Rolling 16 weekly data
Tracking sample%2732
Cinema Exposed %
3142
Cinema non - Exposed %
1921*
Difference exposed +/-
+12+21
With seriously consider at an all time high
THANK YOU
DCM.CO.UK