Cinema drives deeper message outtake and incremental reach for Bakers

CINEMA DRIVING DEEPER
MESSAGE OUTTAKE AND
INCREMENTAL REACH
FOR YOUR BRAND
BAKERS ‘MEATY MEALS’
JUNE 2012

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDY

SUMMARY & KEY FINDINGS

Using cinema as part of the media mix of the Bakers
“Meaty Meals “ Campaign has had an incremental
impact on overall brand performance, and helps the
brand reach a different demographic.

The cinema-exposed group...
• were more campaign-aware
• were more brand aware (Meaty Meals)
• had wider perceptions of what the brand stood for
• were more likely to buy nowadays and recommend
• more likely to consider Bakers in the future

Source : DCM / Millward Brown / Nestle 2012


METHODOLOGY
BACKGROUND:
For 2 years, Bakers ran a multi-media campaign for its “Meaty Meals”
brand across TV, VoD and Cinema. It launched a 30” and 60” copy on
TV in 2 bursts in August 2011 and Feb – March 2012, which delivered
awareness . In November 2011 saw the release of the creative on the
cinema screens, which lead to another burst of activity that ran from
30th Mar – 10th May 2012.

RESEARCH OBJECTIVES:
•Drive brand appeal and emotional affinity towards the brand with the
‘Dogs will do anything for Bakers’ narrative
•Incremental reach of adding cinema to the media plan

METHODOLOGY & SAMPLE :
•Fieldwork : 6h Apr – 17th May 2012
•Online survey using Bakers brand tracker with an added cinema
booster

•Target Audience : Adults 18+ who own 1-4 dogs, are the main
purchaser of dog food in the household. They either buy canned,
complete dry, soft/moist or dry mixer dog food and feed their dog
themselves.
› Exposed Cinemagoers (n=155) : People who HAVE been to cinema in
the last week and HAVE seen one of the relevant films where the
Bakers Meaty Meal ad was shown in the reel
› Non-exposed Cinemagoers (n=201) : People who HAVE been to
cinema and HAVE NOT seen one of the relevant films where the
Bakers Meaty Meal ad was shown in the reel



FILM LIST EACH WEEK
EXPOSED CINEMAGOERS

WEEK TWO WEEK THREE
WEEK ONE
The Hunger Games The Hunger Games
The Devil Inside
The Hunger Games
We Bought a Zoo Titanic 2D
In Darkness
Titanic 2D Titanic 3D
We Bought a Zoo
Titanic 3D The Best Exotic Marigold Hotel
This Means War
The Best Exotic Marigold Hotel

WEEK FOUR WEEK FIVE
WEEK SIX
Gone Gone
Albert Nobbs
Salmon Fishing in the Yemen Salmon Fishing in the Yemen
Gone
The Hunger Games The Hunger Games Silent House
Salmon Fishing in the Yemen
Titanic 2D Titanic 3D The Best Exotic Marigold Hotel
Titanic 3D The Hunger Games
The Luck One
The Best Exotic Marigold Hotel
Titanic 3D

*Films that have a female profile of 60% and above
Films screening the Bakers advert between 30th Mar 2012 – 10th May 2012 that are excluded from the list:
A Dangerous Method, Beginners, Bel Ami, Big Miracle, Carnage, Dark Shadows, Damsels in Distress, In Darkness, Pirate of the Caribbean : On Stranger Tides, Shame,
The Artist, The Big Year, The Descendants, The Devil Inside, The Girl with a Dragon Tattoo, The Help, The Iron Lady, The Vow, This Means War, Wanderlust, War
Horse, W.E and all family films


FILM LIST EACH WEEK
NON-EXPOSED CINEMAGOERS

21 Jump Street
Marley
Act of Valour
Mirror Mirror
American Pie: Reunion
Mission Impossible : Ghost Protocol
Avengers Assemble 2D / 3D
Moneyball
Battleship
Of Gods and Men
Beauty and the Beast 2D / 3D
Pirates! In An Adventure With
Captain America : The First Avenger 3D
Project X
Clash of the Titans 2D
Rampart
Contraband
Safe House
Corialanus
Street Dance 2D / 3D
Headhunters
The Cabin In The Woods
Hugo 2D / 3D
The Cold Light of Day
J.Edgar
The Muppets
John Carter 2D / 3D
The Raven
Journey 2 : The Mysterious Island
This Must Be The Place
Like Crazy
Wrath of The Titans 2D / 3D
Lock Out

Films screening between 30th Mar 2012 – 10th May 2012


HOW DID THIS CREATIVE
PERFORM ON TV?



TV CREATIVE DELIVERED A MORE HIGH IMPACT ADVERT
COMPARED TO NORM
CAMPAIGN PERIOD : 13.02.12 – 19.03.12 | FIELDWORK PERIOD : 30.01.12 – 26.02.12

Sig. above norm
EXPECTATIONS OF BAKERS “MEATY
DIRECT MEAL” In line with norm
RESPONSE ADS CREATIVE
(BENCHMARK) Sig. below norm

Enjoyment
Attention Engagement
High Impact ad.

Branding Branding

‘Dogs will do anything for
Key message
Communication Bakers’ comes through well.
takeout ‘Taste’ is secondary.

More likely to use
Messaging generates good
levels of brand appeal and
Response motivation to purchase.
Appeal



TV FINDINGS
CUT-THROUGH:
• Lower ad recognition for ‘Italian Job’ 60” due to lower media
spend compared to 2011 edit

• The plot of ‘Meaty Meals’ creative delivering higher enjoyment,
positive buzz and deeper engagement with the longer creative

• While branding is not above average it is maintained at a level
directionally above norm meaning the adverts overall cut-through
potential remains solid.

COMMUNICATION / RESPONSE
• The key messaging ‘dogs will do anything for Bakers’ comes
through as the top communication , we see ‘great tasting dog
food’ coming through as the secondary communication at lower
levels than Key Message A.

• This communication is considered different and relevant . In
addition, the message delivered creatively is driving an emotional
response in making consumers feel closer to the brand . The
advert is generating high levels of brand appeal with likelihood
to purchase at normative levels.



THE IMPACT OF IN-
CINEMA EXPOSURE



CINEMA REACHES A YOUNGER, MORE UPMARKET AND
BRAND AWARE AUDIENCE

Cinema Exposed Cinema Non-Exposed Non-cinemagoers

Gender

Male 42% 48% 30%
Female 58% 52% 70%

Age

18-29 35% 30% 26%
30-39 29% 31% 25%
40-49 20% 21% 26%
50+ 15% 18% 23%

SEG

ABC1 61% 60% 44%
C2DE 39% 40% 56%

Brand Usage (Ever
Source : DCM / Millward BrownBought)
/ Nestle 2012
Base : Exposed (155), Non-Exposed (201), Non-Cinema (326)


SIGNIFICANT DIFFERENCE IN CINEMA AD AWARENESS
RESULTING IN BETTER OVERALL COMMS AWARENESS
TOTAL BRAND COMMUNICATION AWARENESS : MASTERBRAND

Non- Difference
Exposed Exposed vs.
Total Exposed
% Non-Exposed
% %
-/+

CINEMA AWARENESS : MASTERBRAND

Base: Total (691), Exposed (155), Non-Exposed (201)
Q. Have you seen, heard or read anything about these brands anywhere recently? Significantly different vs Non-Exposed
Q. In which of these places have you seen, heard or read anything about… (BRAND) recently?


INCREASED AD VISIBILITY TRANSLATES INTO DIRECTIONALLY
BETTER BRAND AWARENESS (MEATY MEALS) AMONGST
EXPOSED GROUP
PROMPTED AWARENESS : VARIANT BRAND

Non- Difference
Exposed Exposed vs.
Total Exposed
% Non-Exposed
% %
-/+

Q, What brands of complete dry dog food have you seen or heard of?


STRONGER SLOGAN RECALL AMONGST THE EXPOSED
CINEMA CELL
SLOGAN RECOGNITION : ‘YOUR PET OUR PASSION’

Difference Non
Exposed Non-Exposed Exposed vs. Cinemagoers
Total Cinemagoers Cinemagoers Non-Exposed %
% % % -/+

Prompted 8
recognition

Base Unprompted: Total (365), Exposed (78), Non-Exposed (97) , Non Cinemagoers (base 172)
Prompted: Total (342), Exposed (74), Non-Exposed (base 101)
Q. Prompted: We are now going to show you a slogan. Do you recognise this slogan?


DEEPER MESSAGE OUTTAKE DRIVES PURCHASE
AMONGST CINEMA EXPOSED CELL
Difference
BUY NOWADAYS Non- Exposed vs.
Total Exposed
% % Exposed Non-Exposed
% -/+

BUY MOST OFTEN

Q. Please select all the brands of complete dry dog food you buy nowadays.
Q. Which one of these brands of complete dry dog food do you buy most often?


SIGNIFICANT INCREASE IN IMAGE ASSOCIATIONS AMONGST EXPOSED
GROUP ESPECIALLY ON NUTRITION, HEALTH, RELATIONSHIP WITH
DOG AND QUALITY
BAKERS BRAND IMAGERY : RANKED ON DIFFERENCE Difference Exposed
Total Exposed Non-Exposed vs. Non-Exposed
% % % -/+

Provide excellent nutrition
33 41 22 19
Visibly improve your dogs' health
16 25 7 18
Are brands you're hearing a lot of good
things about nowadays
23 31 13 18
Understand the relationship between you
and your dog 28 37 20 17

Are made with high quality ingredients 30 40 23 17

Are made by experts in dog nutrition 28 34 19 15

Are recommended by vets 9 18 4 14

Are free from artificial colours and 24 10 14
14
preservatives
35 39 25 14
Keep your dog healthy
38 43 29 14
Are brands you trust completely

Base: Base: Total (457), Exposed (102), Non-Exposed (135) Significantly different vs Non-Exposed


CINEMA EXPOSURE INCREASED ASSOCIATIONS IN TRUST AND
QUALITY – THOSE MOST INFLUENTIAL IN DRIVING BUYING BAKERS
NOWADAYS
BAKERS BRAND IMAGERY : RANKED ON JACCARDS (BUY NOW) Difference Exposed
% % % -/+

Do you love
27 28 19 9
Make products that suit the particular
needs of your dog
31 35 27 8
38 43 29 14
Make you feel good to serve to your
dog 34 38 30 8
Importance to Buy Nowadays

Are good value 31 31 25 6

Are enjoyable for dogs to eat 49 52 40 12

Help keep your dog full of life 31 34 27 7

Keep your dog healthy 35 39 25 14

39 38 34 4
Contain the meatiness that dogs enjoy
36 40 31 9
Are great tasting dog foods



CINEMA EXPOSURE SHOWING UPLIFTS FOR MEATY MEALS IN
DIFFERENTATION, LOVE TOWARDS BRAND, TRUST, INNOVATION AND
QUALITY
BAKERS “MEATY MEALS” BRAND IMAGERY : RANKED ON BUY NOW Difference Exposed
% % % -/+

Offer something different to other dog food
brands
33 48 30 18
Do you love
21 31 15 16

36 47 31 16

Are recommended by vets
11 21 6 15

Are brands you're hearing a lot of good
22 34 19 15
things about nowadays
Always seem to be doing something new 21 30 16 14

Reminds me of how my dog behaves 19 29 16 13

Use better quality ingredients than other 24 32 19 13
brands
32 43 30 13
Are made by experts in dog nutrition
23 32 20 12
Understand the relationship between you
and your dog



CINEMA EXPOSURE INCREASED ASSOCIATIONS IN TRUST AND LOVE
FOR THE BRAND – THOSE MOST INFLUENTIAL IN DRIVING BUYING
BAKERS “MEATY MEALS” NOWADAYS
BAKERS MEATY MEALS BRAND IMAGERY : RANKED ON JACCARDS (BUY NOW)
Difference Exposed
Total Exposed Non-Exposed
vs. Non-Exposed
% % % -/+
Do you love
21 31 15 16
Make products that suit the particular
needs of your dog
27 35 28 7
36 47 31 16
Make you feel good to serve to your
dog 32 34 35 -1
Importance to Buy Nowadays

Are good value 30 31 31 0

Are enjoyable for dogs to eat 49 49 55 -6

Help keep your dog full of life 31 32 32 0

Keep your dog healthy 29 36 30 6

57 64 58 6
Contain the meatiness that dogs enjoy
42 44 45 -1
Are great tasting dog foods



INCREASING PURCHASE CONSIDERATION AMONGST THE
CINEMA EXPOSED CELL
CONSIDERATION

Difference
Exposed vs.
Total Exposed Non-Exposed Non-Exposed
% % % -/+

The only brand I would
consider 0
One of 2 or 3 brands I'd
consider 5

One of several brands I 0
'd consider
A brand I might consider 0
A brand I would not
consider -3

Mean score: 3.00 3.12 3.01

Q. The next time you buy dog food, how likely are you to consider choosing …(BRAND)?


CINEMA ALSO HELPS DRIVE A POSITIVE SHIFT IN CONSUMERS
TO BUY NOWADAYS

TV Campaign:
02.05-12.03.12

Cinema Campaign:
30.03-10.05.12

TV on air (504 GRPs)
TV on air (556 GRPs)

Cinema on air
+3% uplift (from
8% at start of
cinema airing)



CINEMA EXPOSURE DELIVERING STRONGER WORD OF MOUTH
TO RECOMMEND BAKERS
BRAND RECOMMENDATION

Difference
Non-
Total Exposed Exposed vs.
Exposed
% % Non-Exposed
%
-/+

Mean Score

Q. How likely are you to recommend the following brand(s) to a friend or colleague?


THANK YOU


Cinema drives deeper message outtake and incremental reach for Bakers

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Cinema drives deeper message outtake and incremental reach for Bakers