Audi has long used cinema due to its capacity to reach the target affluent audience within a high-attention environment. Cinema also helps to affirm the brand’s premium and prestige perceptions that Audi drives through their campaigns.
Idea
In 2023, as well as continuing to invest in premium positions across cherry-picked relevant titles, Audi wanted to test out the incremental impact that the ad could have if converted into full Screen X format. The cinema campaign was running alongside a wider AV campaign that included BVOD, Social, Online, and Outdoor.
Plan
DCM undertook research across those unexposed to the ad in cinema (Control), those who saw the standard ad of in the Wonka Gold Spot (Test 1) and those who saw the Screen X version of the ad in Screen X showings of The Marvels (Test 2), to see the overall impact across levels of exposure.
Results
Audi benefitted from using the immersive Screen X format to maximise impact.
75%
of Screen X cinemagoers were able to recall seeing the ad (+9% vs. those exposed via normal screen)
+15%
uplift in prestigious brand perception
56%
agreed that the bespoke Screen X ad made it more impactful, easier to remember, and/or enjoyable
