Cinema increased consideration to use Lloyds TSB as a first choice

• Cinema achieved extra campaign cut through in terms of ad recognition and message
• Cinema also delivered a new younger and more affluent audience
• The cinema environment generated an improved response and consideration to use Lloyds TSB

OBJECTIVES AND ACTIVITY

Lloyds TSB advertised on cinema after a lengthy multi-media campaign. They wanted to capitalise on the engagement and impact that cinema offers to create clear brand enhancement amongst a unique audience.

KEY OBJECTIVES

• Achieve extra campaign cut through
• Bring in a new audience
• Generate an improved response
• Increase brand consideration

METHODOLOGY

A “cinema cell”* was recruited to compare to Lloyds TSB’s pre-existing brand tracker and largely mirrored the questions in the brand tracker questionnaire

Source: DCM/ZenithOptimedia/Lloyds TSB/Hall & Partners research 2008 *Cinema cell = 600 banking consumers who have been to the cinema in the last week (excluding kids): 300 LTSB customers and 300 non customers recruited over 6 week period