Ultimately there was a strong synergy between Butlins and Kids Club resulting in:

• High top of mind brand awareness
• Impressive cut through and depth of recall of ad
• Discussion of ad driven by pester power
• Uptake in consideration and call to action

OBJECTIVES AND ACTIVITY

Test the overall efficacy of the campaign in general and of the 7 minute promotional trailer in particular, this included measuring:

• Sponsorship recall
• Uplift in brand image
• Impact on call to action

METHODOLOGY

Test: Kids Club cinemagoers

182 cinemagoers exposed to the ad were recruited after the Kids Club screening with a follow up telephone interview

Control: non Kids Club cinemagoers

114 cinemagoers interviewed in or around the areas used for the test cell. These respondents must not have been to an Odeon Kids (or Odeon children’s films in general) in 2009

KEY FINDINGS

• The sponsorship has driven strong ad and brand awareness
• The cinema environment has helped to generate an impressive cut through and depth of recall
• The ad is enjoyed and talked about with the majority of conversations involving a degree of pester power
• Both the ad and sponsorship have positively impacted call to action
• Ultimately there is a strong synergy between Butlins and Kids Club