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CINEMA CAN MAKE YOUR TV WORK HARDER… CASE STUDY: MCCAIN’S RUSTICS Nov 2009

CINEMA CAN MAKE YOUR TV WORK HARDER… CASE STUDY: MCCAIN’S RUSTICS Nov 2009 DCM.CO.UK BACKGROUND TO THE CAMPAIGN AND RESEARCH BACKGROUND OBJECTIVES: A new multi-media campaign ran for McCain Rustic Oven Chips to: Drive awareness and ultimately purchase consideration

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CINEMA CAN MAKE YOUR TV WORK HARDER… CASE STUDY: MCCAIN’S RUSTICS Nov 2009

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  1. CINEMA CAN MAKE YOUR TV WORK HARDER… CASE STUDY: MCCAIN’S RUSTICS Nov 2009 DCM.CO.UK

  2. BACKGROUND TO THE CAMPAIGN AND RESEARCH

  3. BACKGROUND • OBJECTIVES: • A new multi-media campaign ran for • McCain Rustic Oven Chips to: • Drive awareness and ultimately purchase • consideration • Make the McCain brand more • permissible and enhance brand • attributes of natural and simple ingredients • ACTIVITY: • Since launching the brand in Jan ‘07, the campaign had run consistently on TV (3 bursts of 30/10 second ads). • 4th burst comprised of 10 second TV ‘reminder ad’ and 30 second cinema ad. Source: DCM/Hall & Partners 2009 O

  4. BACKGROUND • REASONS FOR CHOOSING CINEMA?: • Reach a more affluent and younger audience, in line with the Rustics target. • Audience tend to respond better to advertising because they are in a captive environment, and also because they are excited about the film they are about to see, tend to be in a better mood. • METHODOLOGY: • Using the McCain brand tracker, run by Hall & Partners, with a cinemagoer boost • PACKAGE & TARGET AUDIENCE: • 4 Sep – 29 Oct 2009 • TA: 18 – 34 ABC1 main or joint household grocery shopper (predominantly female) Source: DCM/Hall & Partners 2009 O

  5. CINEMA: THE QUALITY BROADCAST CHANNEL ISOLATING THE EFFECT OF CINEMA IS ESSENTIAL AS IT OFTEN GETS MIS-ATTRIBUTED TO TV Recognition – Claimed source Almost all recognisers (41%) claimed to see Rustics ‘Skins’ on TV... ...whereas only 6% claimed to see Rustics ‘Skins’ at the cinema Source: DCM/Hall & Partners 2009. Base: Main sample (excluding cinema boost) ABC1, 18-34 QRU17. And can you remember where you saw this advertising?

  6. CINEMA: THE QUALITY BROADCAST CHANNEL USING THE BRAND TRACKER TO MEASURE CINEMA EFFECTIVELY • The main trackerallows us to: • Measure total recognition of the TV/cinema activity • Identify how frequently the target (ABC1s, 18-34) go to the cinema • Monitor movements in key product and brand metrics caused by the activity • Sample Size - 100 people per week (400 per month) • Methodology - 25 minute online interview with respondents from an online panel By supplementing the main tracker with a cinemagoer boost, we can: Assess what the cinema is adding to reach (by splitting recognition by cinemagoers and non cinemagoers) Explore the impact on product and brand perceptions amongst those seeing the ad in cinema Sample Size – 50 people per week for 8 weeks Source: DCM/Hall & Partners 2009. Main tracker: N=100 interviews per week amongst 18-65, A-E (all data shown here is 18-34, ABC1s), Cinemagoer boost: N=50 boost interviews for 8 weeks amongst 18-34s, ABC1

  7. WHAT IMPACT HAS CINEMA HAD ON REACH OF THE CAMPAIGN?

  8. When we break down recognition by those people that have been to the cinema and compare to those people who haven’t been to the cinema... CINEMA: THE QUALITY BROADCAST CHANNEL TV RECOGNITION – SPLIT BY CINEMAGOERS AND NON-CINEMAGOERS (ABC1 18-24) 54% of people who HAVE been to the cinema since Rustics has been showing remember seeing the ad ...we can see that the cinema brings a significant boost (+7%) in terms of incremental reach over and above TV Key Cinema contribution to recognition 40% of people who HAVEN’T been to the cinema recall seeing the advertising (the true level of TV recognition) TV contribution to recognition Over the 8 weeks that Rustics was shown at the cinema, 45% of the target have been to the cinema at least once (55% haven’t been) 8 Base Main sample (excluding cinema boost) ABC1, 18-34 QRU10 Please look at these pictures of some recent advertising. Have you seen this ad recently?

  9. Recognition of the activity increases with multiple visits to the cinema and is even higher when people have been to the cinema in the last week CINEMA: THE QUALITY BROADCAST CHANNEL TV RECOGNITION – SPLIT BY CINEMAGOERS AND NON-CINEMAGOERS (ABC1 18-24) ...and is even higher amongst those people who have been to the cinema in the last week (when it is more top of mind) Recognition improves significantly with multiple trips to the cinema... Key Cinema contribution to recognition TV contribution to recognition 9 Base Main sample (excluding cinema boost) ABC1, 18-34 QRU10 Please look at these pictures of some recent advertising. Have you seen this ad recently?

  10. WHAT IMPACT HAS CINEMA HAD ON THE RESPONSE TO THE CAMPAIGN?

  11. CINEMA: THE QUALITY BROADCAST CHANNEL CINEMA’S INCREASED ENGAGEMENT LEVEL ALSO LEADS TO INCREASED APPEAL AND MOTIVATION TO PURCHASE TOP 2 BOX APPEAL TOP 2 BOX MOTIVATION I am much more / a bit more likely to buy McCain Rustic Oven Chips as a result of seeing the advertising I watched it very / quite closely because it more appealing than other ads Source: DCM/Hall & Partners 2009. Base: Rustics recognisers (Main sample + cinema boost) ABC1, 18-34. QR11. Please pick the phrase that best describes what this advertising is saying to you. QR12. Which of the following statements best describes how appealing you found the advertising? QR14. Which of these statements best describes how likely you are to buy McCain Rustic Oven Chips as a result of seeing the advertising?

  12. CINEMA: THE QUALITY BROADCAST CHANNEL …AS WELL AS CREDIBILITY AND SALIENCE TOP 2 BOX CREDIBILTY TOP 2 BOX SALIENCE It stands out / really stands out as different / very different from other advertising I believe what they’re saying Source: DCM/Hall & Partners 2009. Base: Rustics recognisers (Main sample + cinema boost) ABC1, 18-34. QR11. Please pick the phrase that best describes what this advertising is saying to you. QR12. Which of the following statements best describes how appealing you found the advertising? QR14. Which of these statements best describes how likely you are to buy McCain Rustic Oven Chips as a result of seeing the advertising?

  13. WHAT IMPACT HAS THE CINEMA HAD ON PERCEPTIONS OF THE RUSTICS PRODUCT AND WIDER MCCAIN BRAND?

  14. THE CINEMA HAS DRIVEN AWARENESS AND PURCHASE CONSIDERATION OF RUSTICS OVER AND ABOVE TV CINEMA: THE QUALITY BROADCAST CHANNEL Rustics awareness and consideration Awareness and consideration of Rustics increases with exposure to the cinema activity Econometrics showed short term Rustics sales are driven by product oriented tracking measures, in particular Product Consideration and Product Awareness so this is a very important measure Rustics consideration (Top 3) Rustics awareness 14 Base Main sample + cinema boost ABC1, 18-34 QP8 Which statement best describes how you feel about Rustics when you are buying frozen food products? It doesn’t matter if you haven’t used them; we are interested in your impressions. Top 3: It’s the only one I’d consider buying/It’s the first one I would consider buying/It’s one I’d consider buying ahead of any other

  15. CINEMA: THE QUALITY BROADCAST CHANNEL BEING EXPOSED TO THE ACTIVITY ON CINEMA VS. JUST ON TV ALSO HAS A POSITIVE HALO EFFECT ON THE WIDER MCCAIN BRAND TOP 2 BOX CONSIDERATION TOP 2 BOX INVOLVEMENT Someone I’d like who I’d have a lot / quite a lot in common with It’s the only one/the first one I’d consider buying Source: DCM/Hall & Partners 2009. Base: Rustics recognisers (Main sample + cinema boost) ABC1, 18-34. QR11. Please pick the phrase that best describes what this advertising is saying to you. QR12. Which of the following statements best describes how appealing you found the advertising? QR14. Which of these statements best describes how likely you are to buy McCain Rustic Oven Chips as a result of seeing the advertising?

  16. SUMMARY RESULTS • Cinema delivered significant amount of incremental reach (+7%) over and above TV • Response and message take out is strong leading to increased appeal and motivation • Cinema has driven awareness and purchase consideration of Rustics and generated a ‘halo effect’ on the wider McCain brand in terms of consideration and involvement O

  17. APPENDIX

  18. CINEMA: THE QUALITY BROADCAST CHANNEL RESEARCH SOLUTION – IN DETAIL The main tracker allowed us to measure claimed recognition of the cinema activity By supplementing the main tracker with a cinemagoer boost, that gave us a level of recognition much closer to genuine awareness of the cinema activity • We showed respondents stills of the advertising and asked whether they had seen it and where they had seen it (TV/Cinema/Other/Can’t remember) • The main tracker also gave us a wealth of historical data and enabled us identify any movements in key product and brand metrics caused by the activity • However, given the ad had been on TV before and TV ran in parallel with cinema this time, it was likely this claimed recognition would be somewhat misattributed, with respondents defaulting to TV. This would make it difficult to separate the effect of the cinema and the TV using this approach alone... • Boosting gave us a large enough sample to split respondents by cinemagoers and non cinemagoers • The only difference in the two groups would be their cinemagoing habits. Therefore, any differences in their recognition or response to the advertising could be reasonably attributed to cinema • We also looked at in detail how frequency of cinemagoing over the course of the campaign impacted awareness of the activity By asking cinema going behaviour on the main tracker we know how frequent the target (ABC1s, 18-34) go to the cinema. Using this in conjunction with the information from the cinema boost we calculated the incremental reach of the cinema and therefore overall added value of cinema as part of the media plan Source: DCM/Hall & Partners 2009

  19. CINEMA: THE QUALITY BROADCAST CHANNEL SINCE CLAIMED RECOGNITION IS NOT RELIABLE, ISOLATING THE EFFECT OF CINEMA IS KEY New films released where ad is showing Films already open where ad is showing Cinema booster sample recruiting people we know have been exposed the film where the ad is in the reel End tracker Start tracker Source: DCM/Hall & Partners 2009

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