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Agria

Pet Insurance

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Background 

Agria had previously bought into traditional media only, but with a new goal of increasing brand awareness and attention levels, it wanted to branch out to more high impact channels. Cinema was therefore considered, with the intention of capitalising on its engaging and quality environment to showcase the new Agria creative copy in both long and short form lengths.

Plan

Agria bought into numerous film packs, giving them access to films like The Penguin Lessons, Caught Stealing, The Salt Path, A Big Bold Beautiful Journey and Downton Abbey: The Grand Finale, knowing they would index strongly towards a slightly older affluent audience. This ran alongside a wider campaign that included BVOD & Radio.

Results

Agria hugely benefitted from the attention-grabbing medium of cinema.

+38%

improvement in prompted awareness of Agria from those exposed to the cinema ad
+62%

consideration among ABC1 adults aged 35+, compared with 51% across all adults
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