In 2022, Lucozade wanted to test out the impact of including cinema in its AV mix. Knowing it could help the brand increase reach, particularly amongst younger, affluent audiences, Lucozade wanted to see what the high attention environment could deliver in terms of cut through and brand impact.
Plan
As the campaign was predominantly looking to reach a broad adult audience the HFSS AGP was the best option for maximising reach, which gave this campaign access to titles including The Batman and Uncharted.
Cinema was included on the plan alongside TV & BVOD with all channels running the same 30” creative to drive reach.
Results
Exposure to the Lucozade ad on the big screen helped to improve perceptions of the brand and resultingly increase consideration.
+31% & +30%
uplift in key brand perceptions;‘helps me perform at my best’ and ‘is a fun brand’ amongst those exposed via cinema, respectively
+38%
increase in those claiming to be ‘extremely likely’ to consider the brand vs. control group
+37%
more likely to be able to recall the advertisement amongst those exposed in cinema
