Cinema was proven to add to awareness and consideration to purchase by working off the back of TV. The price message was also clearer for these viewers – repetition from TV is essential to drill message into consumers’ minds and cinema helps this further

Cinema ads have a more positive effect – the format of the media assists, creating a more visual experience of the ad

Objectives and activity

To understand and quantify the extent cinema increased awareness, consideration to purchase and pushed positive image of Norwich Union / Aviva over and above TV activity

The creative ran early on in a brand change campaign (Norwich Union becoming part of Aviva)

Methodology

Cinema

200 cinemagoers exposed to the ad were recruited and interviewed

Control

100 non-cinemagoers interviewed on telephone

Package and target audience

2 Jan – 30 Apr 2009

TA: 18 - 75 decision makers for financial products