Cinema Delivers A Higher Ad Recall For Tesco

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

CINEMA FINDING NEW AUDIENCES

TESCO “FLORENCE & FRED”JUNE 2012

SUMMARY

The cinema activity has worked to drive recognition amongst the exposed group and has complemented the TV well by adding incremental reach to the campaign.

Cinema has deepened F&F’s message cut through on quality and style credentials, in turn driving a stronger relationship with the Tesco brand amongst those exposed to the cinema creative.

The creative has successfully driven positive response towards F&F and increased purchase consideration for the brand.

JUNE 2012 : TESCO ‘FLORENCE & FRED’ - CASE STUDY

Source : DCM / Initiative Media London / Hall & Partners/ Tesco 2012

BACKGROUND & OBJECTIVES


BACKGROUND:Following the success of cinema’s contribution to the Tesco

Apples creative in November 2011, cinema was back on their media plan. In April 2012, Tesco launched their new fashion line ‘Florence & Fred’ running a multi-media campaign on TV, press online and cinema.

RESEARCH OBJECTIVES:• To understand what impact cinema had on the KPI’s of

the campaign:› Recognition› Brand Affinity› Message Cut Through› Shifting brand perception of Florence + Fred

and Tesco› Purchase consideration

PACKAGE & TARGET AUDIENCE:6th April – 20th April 2012National AGP Package Solus DCM


METHODOLODY & SAMPLE

Control Exposed

Base 561 300

21-30 26% 26%

31-40 21% 21%

41-50 24% 24%

51-65 29% 29%

Male 48% 48%

Female 52% 52%


METHODOLOGY & SAMPLE :

• Online survey using Tesco brand tracker with an added cinema booster run by Hall & Partners

• Fieldwork : 20th Apr – 3rd May 2012

• Sample was taken from England, Scotland & Wales only consisting of:

› Cinemagoers (n=300): People who HAVE been to cinema in the last week

› Control cell (n=561): Non-cinemagoers who HAVE NOT been to the cinema to see one of the films listed



ADVERTISING RECOGNITION & RESPONSE


CINEMA DELIVERING HIGHER AD RECALL FOR TESCO ADVERTISING

Source : DCM / Initiative Media London / Hall & Partners/ Tesco 2012Base: Control (561) / Exposed (300)AUF2b: Which of these retailers or stores have you seen or heard any food advertising for recently?.

PROMPTED AD AWARENESS


SIGNIFICANTLY HIGHER RECOGNITION FOR THE F&F CREATIVE AMONGST CINEMAGOERS

Source : DCM / Initiative Media London / Hall & Partners/ Tesco 2012Base: Peak Week Control (186). Exposed (150)QLTV_R1 Have you seen this TV advertising recently?QLTV_R3 Now that you have seen the ad, do you recognise it? Even if you said you recognised the ad already, please tick it again.

ADVERTISING RECOGNITION & BRAND LINKAGE

Recognise Debranded Ad(from storyboard)

Recognise Branded Ad(Peak score)

Significantly higher vs .Control


CINEMA EXTENDING THE REACH TO MORE UPMARKET AUDIENCES

Source : DCM / Initiative Media London / Hall & Partners/ Tesco 2012Base: Exposed: Total (300). 21-30s (80). 31-40s (64). 41-50 (74). 51-65 (82). Males (147). Females (153). Upmarket (93). Midmarket (172). Price Sensitive (35). Shopper (137) Control: Total (561). 21-30s (148). 31-40s (116). 41-50 (135). 51-65 (162). Males (272). Females (289). Upmarket (141). Midmarket (303). Price Sensitive (117). Shopper (203)QLTV_R3 Now that you have seen the ad, do you recognise it? Even if you said you recognised the ad already, please tick it again.

RECOGNITION (BY SUB-GROUP)

Exposed

Control


+17%

+13%

+12%

+11%

+11%

+8%

+8%

+7%

+7%

CINEMA GENERATED A MORE POSITIVE AD RESPONSE,PROMPTING FURTHER INTEREST IN THE BRAND

Source : DCM / Initiative Media London / Hall & Partners/ Tesco 2012Base: Control recognisers (227). Exposed recognisers (173).QLTV_ad5 For each of these statements, please tell us how much you agree or disagree that they describe the ad.

ADVERTISING DIAGNOSTICS


Makes me consider (BRAND) more

Make me feel good about shopping at Tesco

It makes me think of (BRAND) in a new way

I can really relate to what it's saying

It is consistent with my experience

I believe what the ad is saying

It's a really good ad I enjoy watching

It really grabs your attention

It's the kind of ad you would talk about

Control recognisers


Exposed recognisers Diff

+21%

+18%

+17%

+15%

+14%

+13%

+12%

+11%

+6%

CINEMA INCREASING CONSIDERATION AMONGST CURRENT TESCO SHOPPERS

Source : DCM / Initiative Media London / Hall & Partners/ Tesco 2012Base: Tesco Shopper. Control recognisers (87). Exposed recognisers (92).QLTV_ad5 For each of these statements, please tell us how much you agree or disagree that they describe the ad.

ADVERTISING DIAGNOSTICS – AMONGST TESCO SHOPPERS


Makes me consider (BRAND) more

Make me feel good about shopping at Tesco

It makes me think of (BRAND) in a new way


It is consistent with my experience


It's a really good ad I enjoy watching


It's the kind of ad you would talk about

Control recognisers Exposed recognisers Diff


+8%

+7%

+7%

+2%

+2%

+1%

=

-2%

-2%

CINEMA DRIVING BRAND WARMTH AMONGST NON-TESCO SHOPPERS

Source : DCM / Initiative Media London / Hall & Partners/ Tesco 2012Base: Tesco Non-Shopper. Control recognisers (140). Exposed recognisers (81).QLTV_ad5 For each of these statements, please tell us how much you agree or disagree that they describe the ad.

ADVERTISING DIAGNOSTICS – AMONGST NON-TESCO SHOPPERS

Makes me consider Tesco more

Make me feel good about Tesco


It’s the kind of ad you would talk about

It makes me think of Tesco in a new way



It’s a really good ad I enjoy watching

It is consistent with my experience of Tesco



RANGE, STYLE AND QUALITY ARE KEY MESSAGE TAKE-OUTS FOR THOSE WHO SAW F&F IN THE CINEMA

Source : DCM / Initiative Media London / Hall & Partners/ Tesco 2012Base: Control recognisers (227). Exposed recognisers (173).LTV_ad1: What impressions do you get of [BRAND] having seen this advertising? What did it tell you about [BRAND]?

SPONTANEOUS MAIN MESSAGESpontaneous Verbatim (Exposed):

‘They sell lots of different clothing items for all

occasions’

‘They sell lots of different clothing items for all

occasions’

‘It has a range of clothing that suits every occasion’

‘It has a range of clothing that suits every occasion’

‘That F&F has fashionable clothes for all occasions’

‘That F&F has fashionable clothes for all occasions’

‘Fashion for all occasions and all the family’

‘Fashion for all occasions and all the family’


+5%+5%

Coded Verbatim:


DEEPER MESSAGE CUT THROUGH AMONGST PROMPTED CINEMAGOERS WITH UPLIFTS IN QUALITY AND RANGE

Source : DCM / Initiative Media London / Hall & Partners/ Tesco 2012Base: Control recognisers (227). Exposed recognisers (173).QLTV_ad5 For each of these statements, please tell us how much you agree or disagree that they describe the ad.

PROMPTED MAIN MESSAGE

F&F at Tesco clothes are good quality

F&F at Tesco clothes are stylish and fashionable

F&F at Tesco is a brand for someone like me

F&F at Tesco clothes are good value for money

F&F at Tesco is a brand on the up

+5%

+5%

+3%

+1%

-1%




IMPACT ON THE TESCO BRAND


CINEMAGOERS HAVE STRONGER BRAND AFFINITY WITH INCREASE PURCHASE CONSIDERATION FOR F+F BRAND

Source : DCM / Initiative Media London / Hall & Partners/ Tesco 2012Base: Control Recognisers (227) Exposed Recognisers (173) BE2 Please tell us how well these stores perform on each of the statements below.

TESCO BRAND IMAGERY - % STRONG AGREEMENT

Brand for people like me

Visit this brand’s stores over an alternative�

I would choose this brand over all others

I would recommend this brand to others

Acts with the interests of others in mind

I believe this brand delivers on its promises

I believe what this brand says about itself

Heard people talking positively about the brand

I understand what this brand stands for

+8%

+6%

+6%

+5%

+5%

+3%

+3%

+2%

+1%

Control Recognisers

Exposed Recognisers Diff


CINEMA SHOPPER’S FIND TESCO’S CLAIM TO BE CREDIBLE AND MOTIVATING

Source : DCM / Initiative Media London / Hall & Partners/ Tesco 2012Base: Control Shopper Recognisers (59) Exposed Shopper Recognisers (125)BE1 Please indicate to what extent you agree with each of the following statements, giving an answer for each brand..

TESCO BRAND IMAGERY - % STRONG AGREEMENT - SHOPPERS

Visit this brand �’s stores over an alternative


Control Shoppers Recogs Exposed Shopper Recogs

Delivers on its promises



Conviction

Integrity

Diff

+9%

+11%

+12%

+12%

+9%

Relevance


RESPONSE TO THE TESCO BRAND REMAINS MUTED AMONGST NON-SHOPPERS

Source : DCM / Initiative Media London / Hall & Partners/ Tesco 2012Base: Control Non-Shopper Total (145) Exposed Non-Shopper Total (81)BE1 Please indicate to what extent you agree with each of the following statements, giving an answer for each brand..

TESCO BRAND IMAGERY - % STRONG AGREEMENT – NON-SHOPPERS

Visit this brand �’s stores over an alternative


Control ShoppersTOTAL

Exposed ShopperTOTAL

Delivers on its promises



Conviction

Integrity

Diff

+6%

+7%

+7%

+9%

+12%

Relevance


THANK YOU



Cinema Delivers A Higher Ad Recall For Tesco

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