| Sector | Telecoms |
|---|---|
| Target Audiences | All Adults |
| Package | AGP |
| Media Agency | m/Six |
| Copy Length | 30" |
Background
- In 2022, TalkTalk wanted to test to see whether including cinema in the AV mix would help drive brand salience, perceptions and ad recall.
- With its core objective being to promote & drive consideration of the full fibre broadband product, TalkTalk included cinema knowing its strength as an environment for engaging a highly attentive audience with emotionally motivating benefits of its service.
Plan
- Cinema was included on the AV plan alongside TV & BVOD with all channels running the same 30” creative to drive 1+ reach across all adults. Social, Online Video and Outdoor were also included in the mix too.
- The ‘Pit Stop’ creative follows the story of a couple in a car, one of them pregnant, rushing to get to the hospital, when they realise, they are out of petrol. As luck would have it, a petrol station is nearby where the couple are greeted by a Formula 1-style pit crew, decked out in TalkTalk-branded overalls. The team quickly and efficiently fix their issue - emphasising that TalkTalk prioritises fast broadband speed for great value.
- TalkTalk bought into an AGP to maximise all adult reach, which gave this campaign access to titles including The Batman, Fantastic Beasts: The Secrets of Dumbledore and Doctor Strange In The Multiverse of Madness.
Results
- Exposure to the TalkTalk ad on the big screen drove significant uplifts across several important brand perceptions and key funnel metrics:
– Almost half of cinemagoers recalled seeing the ad, 7% higher than Control
– TalkTalk offers full fibre broadband at great value: +39% uplift
– TalkTalk provides fast and reliable broadband: +29% uplift
– Agree that the ad has left them a much better opinion of TalkTalk: +67% uplift
– Consideration: +13% uplift overall; +27% uplift among those in market for broadband
- These significant uplifts demonstrate how the engaging environment of cinema has helped deliver on key brand metrics that’s led to increased understanding of the TalkTalk proposition and had a positive impact on people’s impression of the brand.