Cinema drives deeper message outtake and incremental reach for Bakers
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DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
CINEMA DRIVING DEEPER MESSAGE OUTTAKE AND INCREMENTAL REACH FOR YOUR BRAND
BAKERS ‘MEATY MEALS’JUNE 2012
SUMMARY & KEY FINDINGS
Source : DCM / Millward Brown / Nestle 2012
Using cinema as part of the media mix of the Bakers “Meaty Meals “ Campaign has had an incremental impact on overall brand performance, and helps the brand reach a different demographic.
The cinema-exposed group...
• were more campaign-aware
• were more brand aware (Meaty Meals)
• had wider perceptions of what the brand stood for
• were more likely to buy nowadays and recommend
• more likely to consider Bakers in the future
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDY
METHODOLOGY
Source : DCM / Millward Brown / Nestle 2012
BACKGROUND:For 2 years, Bakers ran a multi-media campaign for its “Meaty Meals” brand across TV, VoD and Cinema. It launched a 30” and 60” copy on TV in 2 bursts in August 2011 and Feb – March 2012, which delivered awareness . In November 2011 saw the release of the creative on the cinema screens, which lead to another burst of activity that ran from 30 th Mar – 10th May 2012.
RESEARCH OBJECTIVES:• Drive brand appeal and emotional affinity towards the brand with the
‘Dogs will do anything for Bakers’ narrative• Incremental reach of adding cinema to the media plan
METHODOLOGY & SAMPLE : • Fieldwork : 6h Apr – 17th May 2012• Online survey using Bakers brand tracker with an added cinema
booster
• Target Audience : Adults 18+ who own 1-4 dogs, are the main purchaser of dog food in the household. They either buy canned, complete dry, soft/moist or dry mixer dog food and feed their dog themselves.
› Exposed Cinemagoers (n=155) : People who HAVE been to cinema in the last week and HAVE seen one of the relevant films where the Bakers Meaty Meal ad was shown in the reel
› Non-exposed Cinemagoers (n=201) : People who HAVE been to cinema and HAVE NOT seen one of the relevant films where the Bakers Meaty Meal ad was shown in the reel
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDY
Source : DCM / Millward Brown / Nestle 2012*Films that have a female profile of 60% and aboveFilms screening the Bakers advert between 30th Mar 2012 – 10th May 2012 that are excluded from the list:A Dangerous Method, Beginners, Bel Ami, Big Miracle, Carnage, Dark Shadows, Damsels in Distress, In Darkness, Pirate of the Caribbean : On Stranger Tides, Shame, The Artist, The Big Year, The Descendants, The Devil Inside, The Girl with a Dragon Tattoo, The Help, The Iron Lady, The Vow, This Means War, Wanderlust, War Horse, W.E and all family films
EXPOSED CINEMAGOERS
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDY
WEEK ONE
The Devil InsideThe Hunger GamesIn Darkness We Bought a ZooThis Means War
WEEK TWO
The Hunger Games We Bought a ZooTitanic 2DTitanic 3DThe Best Exotic Marigold Hotel
WEEK THREE
The Hunger Games Titanic 2DTitanic 3DThe Best Exotic Marigold Hotel
WEEK FOUR
Gone Salmon Fishing in the YemenThe Hunger Games Titanic 2DTitanic 3DThe Best Exotic Marigold Hotel
WEEK FIVE
Gone Salmon Fishing in the YemenThe Hunger Games Titanic 3D
WEEK SIX
Albert NobbsGone Silent HouseSalmon Fishing in the YemenThe Best Exotic Marigold HotelThe Hunger Games The Luck One Titanic 3D
FILM LIST EACH WEEK
Source : DCM / Millward Brown / Nestle 2012Films screening between 30th Mar 2012 – 10th May 2012
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDY
MarleyMirror MirrorMission Impossible : Ghost ProtocolMoneyballOf Gods and MenPirates! In An Adventure WithProject XRampartSafe HouseStreet Dance 2D / 3DThe Cabin In The WoodsThe Cold Light of DayThe MuppetsThe RavenThis Must Be The PlaceWrath of The Titans 2D / 3D
21 Jump StreetAct of ValourAmerican Pie: ReunionAvengers Assemble 2D / 3DBattleshipBeauty and the Beast 2D / 3DCaptain America : The First Avenger 3DClash of the Titans 2DContrabandCorialanusHeadhuntersHugo 2D / 3DJ.EdgarJohn Carter 2D / 3DJourney 2 : The Mysterious IslandLike CrazyLock Out
NON-EXPOSED CINEMAGOERS
FILM LIST EACH WEEK
Source : DCM / Millward Brown / Nestle 2012
HOW DID THIS CREATIVE PERFORM ON TV?
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDY
Source : DCM / Millward Brown / Nestle 2012
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDY
Enjoyment
Engagement
Branding
Key message
takeout
More likely to use
Appeal
Attention
Branding
Communication
Response
EXPECTATIONS OF DIRECT
RESPONSE ADS(BENCHMARK)
‘Dogs will do anything for Bakers’ comes through well. ‘Taste’ is secondary.
Messaging generates good levels of brand appeal and motivation to purchase.
CAMPAIGN PERIOD : 13.02.12 – 19.03.12 | FIELDWORK PERIOD : 30.01.12 – 26.02.12
TV CREATIVE DELIVERED A MORE HIGH IMPACT ADVERT COMPARED TO NORM
Sig. above norm
In line with norm
Sig. below norm
High Impact ad.
BAKERS “MEATY MEAL”
CREATIVE
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDY
Source : DCM / Millward Brown / Nestle 2012
TV FINDINGS
CUT-THROUGH:• Lower ad recognition for ‘Italian Job’ 60” due to lower media
spend compared to 2011 edit
• The plot of ‘Meaty Meals’ creative delivering higher enjoyment, positive buzz and deeper engagement with the longer creative
• While branding is not above average it is maintained at a level directionally above norm meaning the adverts overall cut-through potential remains solid.
COMMUNICATION / RESPONSE• The key messaging ‘dogs will do anything for Bakers’ comes
through as the top communication , we see ‘great tasting dog food’ coming through as the secondary communication at lower levels than Key Message A.
• This communication is considered different and relevant . In addition, the message delivered creatively is driving an emotional response in making consumers feel closer to the brand . The advert is generating high levels of brand appeal with likelihood to purchase at normative levels.
Source : DCM / Millward Brown / Nestle 2012
THE IMPACT OF IN-CINEMA EXPOSURE
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDY
Source : DCM / Millward Brown / Nestle 2012Base : Exposed (155), Non-Exposed (201), Non-Cinema (326)
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDY
Cinema Exposed Cinema Non-Exposed Non-cinemagoers
Gender
Male 42% 48% 30%
Female 58% 52% 70%
Age
18-29 35% 30% 26%
30-39 29% 31% 25%
40-49 20% 21% 26%
50+ 15% 18% 23%
SEG
ABC1 61% 60% 44%
C2DE 39% 40% 56%
Brand Usage (Ever Bought)
Any Bakers 56% 57% 62%
Meaty Meals 33% 25% 31%
CINEMA REACHES A YOUNGER, MORE UPMARKET AND BRAND AWARE AUDIENCE
Source : DCM / Millward Brown / Nestle 2012Base: Total (691), Exposed (155), Non-Exposed (201)Q. Have you seen, heard or read anything about these brands anywhere recently?Q. In which of these places have you seen, heard or read anything about… (BRAND) recently?
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDY
SIGNIFICANT DIFFERENCE IN CINEMA AD AWARENESS RESULTING IN BETTER OVERALL COMMS AWARENESSTOTAL BRAND COMMUNICATION AWARENESS : MASTERBRAND
CINEMA AWARENESS : MASTERBRAND
Total%
Exposed%
Non-Exposed
%
DifferenceExposed vs.
Non-Exposed-/+
Significantly different vs Non-Exposed
Source : DCM / Millward Brown / Nestle 2012Base: Total (691), Exposed (155), Non-Exposed (201) Q, What brands of complete dry dog food have you seen or heard of?
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDY
INCREASED AD VISIBILITY TRANSLATES INTO DIRECTIONALLY BETTER BRAND AWARENESS (MEATY MEALS) AMONGST EXPOSED GROUPPROMPTED AWARENESS : VARIANT BRAND
Total%
Exposed%
Non-Exposed
%
DifferenceExposed vs.
Non-Exposed-/+
Source : DCM / Millward Brown / Nestle 2012Base Unprompted: Total (365), Exposed (78), Non-Exposed (97) , Non Cinemagoers (base 172)Prompted: Total (342), Exposed (74), Non-Exposed (base 101)Q. Prompted: We are now going to show you a slogan. Do you recognise this slogan?
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDY
STRONGER SLOGAN RECALL AMONGST THE EXPOSED CINEMA CELLSLOGAN RECOGNITION : ‘YOUR PET OUR PASSION’
8
DifferenceExposed vs.
Non-Exposed-/+
Prompted recognition
Total%
Exposed Cinemagoers
%
Non-ExposedCinemagoers
%
NonCinemagoers
%
Source : DCM / Millward Brown / Nestle 2012Base: Total (691), Exposed (155), Non-Exposed (201)Q. Please select all the brands of complete dry dog food you buy nowadays.Q. Which one of these brands of complete dry dog food do you buy most often?
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDY
DEEPER MESSAGE OUTTAKE DRIVES PURCHASE AMONGST CINEMA EXPOSED CELLBUY NOWADAYS
BUY MOST OFTEN
Total%
Exposed%
Non-Exposed
%
DifferenceExposed vs.
Non-Exposed-/+
14
14
14
14
15
17
17
18
18
19
29
25
10
4
19
23
20
13
7
22
Source : DCM / Millward Brown / Nestle 2012Base: Base: Total (457), Exposed (102), Non-Exposed (135)
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDY
SIGNIFICANT INCREASE IN IMAGE ASSOCIATIONS AMONGST EXPOSED GROUP ESPECIALLY ON NUTRITION, HEALTH, RELATIONSHIP WITH DOG AND QUALITYBAKERS BRAND IMAGERY : RANKED ON DIFFERENCE
Significantly different vs Non-Exposed
Total%
Exposed%
Non-Exposed%
38
35
14
9
28
30
28
23
16
33
43
39
24
18
34
40
37
31
25
41
Difference Exposed vs. Non-Exposed
-/+
Provide excellent nutrition
Visibly improve your dogs' health
Are brands you're hearing a lot of good things about nowadays
Understand the relationship between you and your dog
Are made with high quality ingredients
Are made by experts in dog nutrition
Are recommended by vets
Are free from artificial colours and preservatives
Keep your dog healthy
Are brands you trust completely
9
4
14
7
12
6
8
14
8
9
31
34
25
27
40
25
30
29
27
19
Source : DCM / Millward Brown / Nestle 2012Base: Base: Total (457), Exposed (102), Non-Exposed (135)
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDY
BAKERS BRAND IMAGERY : RANKED ON JACCARDS (BUY NOW)
Significantly different vs Non-Exposed
Total%
Exposed%
Non-Exposed%
36
39
35
31
49
31
34
38
31
27
40
38
39
34
52
31
38
43
35
28
Difference Exposed vs. Non-Exposed
-/+
Do you love
Make products that suit the particular needs of your dog
Are brands you trust completely
Make you feel good to serve to your dog
Are good value
Are enjoyable for dogs to eat
Help keep your dog full of life
Keep your dog healthy
Contain the meatiness that dogs enjoy
Are great tasting dog foods
Imp
ort
anc
e t
o B
uy
No
wa
day
s
CINEMA EXPOSURE INCREASED ASSOCIATIONS IN TRUST AND QUALITY – THOSE MOST INFLUENTIAL IN DRIVING BUYING BAKERS NOWADAYS
12
13
13
13
14
15
15
16
16
18
20
30
19
16
16
19
6
31
15
30
Source : DCM / Millward Brown / Nestle 2012Base: Base: Total (457), Exposed (102), Non-Exposed (135)
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDY
CINEMA EXPOSURE SHOWING UPLIFTS FOR MEATY MEALS IN DIFFERENTATION, LOVE TOWARDS BRAND, TRUST, INNOVATION AND QUALITYBAKERS “MEATY MEALS” BRAND IMAGERY : RANKED ON BUY NOW
Significantly different vs Non-Exposed
Total%
Exposed%
Non-Exposed%
23
32
24
19
21
22
11
36
21
33
32
43
32
29
30
34
21
47
31
48
Difference Exposed vs. Non-Exposed
-/+
Offer something different to other dog food brands
Do you love
Are brands you trust completely
Are recommended by vets
Are brands you're hearing a lot of good things about nowadays
Always seem to be doing something new
Reminds me of how my dog behaves
Use better quality ingredients than other brands
Are made by experts in dog nutrition
Understand the relationship between you and your dog
45
58
30
32
55
31
35
31
28
15
Source : DCM / Millward Brown / Nestle 2012Base: Base: Total (457), Exposed (102), Non-Exposed (135)
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDY
CINEMA EXPOSURE INCREASED ASSOCIATIONS IN TRUST AND LOVE FOR THE BRAND – THOSE MOST INFLUENTIAL IN DRIVING BUYING BAKERS “MEATY MEALS” NOWADAYSBAKERS MEATY MEALS BRAND IMAGERY : RANKED ON JACCARDS (BUY NOW)
Significantly different vs Non-Exposed
Total%
Exposed%
Non-Exposed%
42
57
29
31
49
30
32
36
27
21
44
64
36
32
49
31
34
47
35
31
Difference Exposed vs. Non-Exposed
-/+
Do you love
Make products that suit the particular needs of your dog
Are brands you trust completely
Make you feel good to serve to your dog
Are good value
Are enjoyable for dogs to eat
Help keep your dog full of life
Keep your dog healthy
Contain the meatiness that dogs enjoy
Are great tasting dog foods
Imp
ort
anc
e t
o B
uy
No
wa
day
s
-1
6
6
0
-6
0
-1
16
7
16
Source : DCM / Millward Brown / Nestle 2012Base: Total (691), Exposed (155), Non-Exposed (201) Q. The next time you buy dog food, how likely are you to consider choosing …(BRAND)?
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDY
INCREASING PURCHASE CONSIDERATION AMONGST THE CINEMA EXPOSED CELLCONSIDERATION
-3
0
0
5
0
3.00 3.12 3.01Mean score:
The only brand I would consider
One of 2 or 3 brands I'd consider
One of several brands I 'd consider
A brand I might considerA brand I would not
consider
Total%
Exposed%
Non-Exposed%
DifferenceExposed vs.
Non-Exposed-/+
Source : DCM / Millward Brown / Nestle 2012Base: Total (691), Exposed (155), Non-Exposed (201)
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDY
CINEMA ALSO HELPS DRIVE A POSITIVE SHIFT IN CONSUMERS TO BUY NOWADAYS
Cin
em
a o
n a
ir
Cinema Campaign: 30.03-10.05.12
TV
on
air
(5
04
GR
Ps)
TV Campaign: 02.05-12.03.12
TV
on
air
(5
56
GR
Ps)
+3% uplift (from 8% at start of cinema airing)
Source : DCM / Millward Brown / Nestle 2012Base: Total (691), Exposed (155), Non-Exposed (201) Q. How likely are you to recommend the following brand(s) to a friend or colleague?
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDY
CINEMA EXPOSURE DELIVERING STRONGER WORD OF MOUTH TO RECOMMEND BAKERSBRAND RECOMMENDATION
Total%
Exposed%
Non-Exposed
%
DifferenceExposed vs.
Non-Exposed-/+
Mean Score
Source : DCM / Millward Brown / Nestle 2012
THANK YOU
JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDY
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