|Sector||Retail & e-commerce|
|Creative Agency||DLKW Lowe|
The creative for Morrisons' Christmas campaign featured Ant & Dec in a magical Morrisons world. The accompanying music was Disney’s Be our Guest.
The creative lent itself perfectly to cinema and had a natural association with film, which led to cinema being used for the first time for a Morrisons Christmas campaign.
As well as being an excellent creative fit, Morrisons was looking to drive incremental reach amongst a younger, more affluent audience. The company was interested to learn what impact cinema added to its campaign including:
- - Brand perceptions
- - Purchase intent and consideration
To ensure the campaign could be monitored effectively for both brand tracking and econometrics we selected 276 DCM sites within a 3.5-mile proximity to a Morrisons store as they have limited presence in some areas of the country.