Cinema drives deeper message outtake and incremental reach for Bakers

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

CINEMA DRIVING DEEPER MESSAGE OUTTAKE AND INCREMENTAL REACH FOR YOUR BRAND

BAKERS ‘MEATY MEALS’JUNE 2012

SUMMARY & KEY FINDINGS

Source : DCM / Millward Brown / Nestle 2012

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

JUNE 2012 : BAKERS ‘ MEATY MEALS’ CASE STUDY

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 30 th 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


Source : DCM / Millward Brown / Nestle 2012*Films that have a female profile of 60% and aboveFilms 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

EXPOSED CINEMAGOERS


WEEK ONE

The Devil InsideThe Hunger GamesIn Darkness We Bought a ZooThis Means War

WEEK TWO

The Hunger Games We Bought a ZooTitanic 2DTitanic 3DThe Best Exotic Marigold Hotel

WEEK THREE

The Hunger Games Titanic 2DTitanic 3DThe Best Exotic Marigold Hotel

WEEK FOUR

Gone Salmon Fishing in the YemenThe Hunger Games Titanic 2DTitanic 3DThe Best Exotic Marigold Hotel

WEEK FIVE

Gone Salmon Fishing in the YemenThe Hunger Games Titanic 3D

WEEK SIX

Albert NobbsGone Silent HouseSalmon Fishing in the YemenThe Best Exotic Marigold HotelThe Hunger Games The Luck One Titanic 3D

FILM LIST EACH WEEK

Source : DCM / Millward Brown / Nestle 2012Films screening between 30th Mar 2012 – 10th May 2012


MarleyMirror MirrorMission Impossible : Ghost ProtocolMoneyballOf Gods and MenPirates! In An Adventure WithProject XRampartSafe HouseStreet Dance 2D / 3DThe Cabin In The WoodsThe Cold Light of DayThe MuppetsThe RavenThis Must Be The PlaceWrath of The Titans 2D / 3D

21 Jump StreetAct of ValourAmerican Pie: ReunionAvengers Assemble 2D / 3DBattleshipBeauty and the Beast 2D / 3DCaptain America : The First Avenger 3DClash of the Titans 2DContrabandCorialanusHeadhuntersHugo 2D / 3DJ.EdgarJohn Carter 2D / 3DJourney 2 : The Mysterious IslandLike CrazyLock Out

NON-EXPOSED CINEMAGOERS

FILM LIST EACH WEEK


HOW DID THIS CREATIVE PERFORM ON TV?




Enjoyment

Engagement

Branding

Key message

takeout

More likely to use

Appeal

Attention

Branding

Communication

Response

EXPECTATIONS OF DIRECT

RESPONSE ADS(BENCHMARK)

‘Dogs will do anything for Bakers’ comes through well. ‘Taste’ is secondary.

Messaging generates good levels of brand appeal and motivation to purchase.

CAMPAIGN PERIOD : 13.02.12 – 19.03.12 | FIELDWORK PERIOD : 30.01.12 – 26.02.12

TV CREATIVE DELIVERED A MORE HIGH IMPACT ADVERT COMPARED TO NORM

Sig. above norm

In line with norm

Sig. below norm

High Impact ad.

BAKERS “MEATY MEAL”

CREATIVE



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


Source : DCM / Millward Brown / Nestle 2012Base : Exposed (155), Non-Exposed (201), Non-Cinema (326)


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 Bought)

Any Bakers 56% 57% 62%

Meaty Meals 33% 25% 31%

CINEMA REACHES A YOUNGER, MORE UPMARKET AND BRAND AWARE AUDIENCE

Source : DCM / Millward Brown / Nestle 2012Base: Total (691), Exposed (155), Non-Exposed (201)Q. Have you seen, heard or read anything about these brands anywhere recently?Q. In which of these places have you seen, heard or read anything about… (BRAND) recently?


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

CINEMA AWARENESS : MASTERBRAND

Total%

Exposed%

Non-Exposed

%

DifferenceExposed vs.

Non-Exposed-/+

Significantly different vs Non-Exposed

Source : DCM / Millward Brown / Nestle 2012Base: Total (691), Exposed (155), Non-Exposed (201) Q, What brands of complete dry dog food have you seen or heard of?


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

Total%

Exposed%

Non-Exposed

%


Non-Exposed-/+

Source : DCM / Millward Brown / Nestle 2012Base 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?


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

8


Non-Exposed-/+

Prompted recognition

Total%

Exposed Cinemagoers

%

Non-ExposedCinemagoers

%

NonCinemagoers

%

Source : DCM / Millward Brown / Nestle 2012Base: Total (691), Exposed (155), Non-Exposed (201)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?


DEEPER MESSAGE OUTTAKE DRIVES PURCHASE AMONGST CINEMA EXPOSED CELLBUY NOWADAYS

BUY MOST OFTEN

Total%

Exposed%

Non-Exposed

%


Non-Exposed-/+

14

14

14

14

15

17

17

18

18

19

29

25

10

4

19

23

20

13

7

22

Source : DCM / Millward Brown / Nestle 2012Base: Base: Total (457), Exposed (102), Non-Exposed (135)


SIGNIFICANT INCREASE IN IMAGE ASSOCIATIONS AMONGST EXPOSED GROUP ESPECIALLY ON NUTRITION, HEALTH, RELATIONSHIP WITH DOG AND QUALITYBAKERS BRAND IMAGERY : RANKED ON DIFFERENCE


Total%

Exposed%

Non-Exposed%

38

35

14

9

28

30

28

23

16

33

43

39

24

18

34

40

37

31

25

41

Difference Exposed vs. Non-Exposed

-/+

Provide excellent nutrition

Visibly improve your dogs' health

Are brands you're hearing a lot of good things about nowadays

Understand the relationship between you and your dog

Are made with high quality ingredients

Are made by experts in dog nutrition

Are recommended by vets

Are free from artificial colours and preservatives

Keep your dog healthy

Are brands you trust completely

9

4

14

7

12

6

8

14

8

9

31

34

25

27

40

25

30

29

27

19



BAKERS BRAND IMAGERY : RANKED ON JACCARDS (BUY NOW)


Total%

Exposed%

Non-Exposed%

36

39

35

31

49

31

34

38

31

27

40

38

39

34

52

31

38

43

35

28


-/+

Do you love

Make products that suit the particular needs of your dog


Make you feel good to serve to your dog

Are good value

Are enjoyable for dogs to eat

Help keep your dog full of life


Contain the meatiness that dogs enjoy

Are great tasting dog foods

Imp

ort

anc

e t

o B

uy

No

wa

day

s

CINEMA EXPOSURE INCREASED ASSOCIATIONS IN TRUST AND QUALITY – THOSE MOST INFLUENTIAL IN DRIVING BUYING BAKERS NOWADAYS

12

13

13

13

14

15

15

16

16

18

20

30

19

16

16

19

6

31

15

30



CINEMA EXPOSURE SHOWING UPLIFTS FOR MEATY MEALS IN DIFFERENTATION, LOVE TOWARDS BRAND, TRUST, INNOVATION AND QUALITYBAKERS “MEATY MEALS” BRAND IMAGERY : RANKED ON BUY NOW


Total%

Exposed%

Non-Exposed%

23

32

24

19

21

22

11

36

21

33

32

43

32

29

30

34

21

47

31

48


-/+

Offer something different to other dog food brands

Do you love


Are recommended by vets

Are brands you're hearing a lot of good things about nowadays

Always seem to be doing something new

Reminds me of how my dog behaves

Use better quality ingredients than other brands

Are made by experts in dog nutrition

Understand the relationship between you and your dog

45

58

30

32

55

31

35

31

28

15



CINEMA EXPOSURE INCREASED ASSOCIATIONS IN TRUST AND LOVE FOR THE BRAND – THOSE MOST INFLUENTIAL IN DRIVING BUYING BAKERS “MEATY MEALS” NOWADAYSBAKERS MEATY MEALS BRAND IMAGERY : RANKED ON JACCARDS (BUY NOW)


Total%

Exposed%

Non-Exposed%

42

57

29

31

49

30

32

36

27

21

44

64

36

32

49

31

34

47

35

31


-/+

Do you love

Make products that suit the particular needs of your dog


Make you feel good to serve to your dog

Are good value

Are enjoyable for dogs to eat

Help keep your dog full of life


Contain the meatiness that dogs enjoy

Are great tasting dog foods

Imp

ort

anc

e t

o B

uy

No

wa

day

s

-1

6

6

0

-6

0

-1

16

7

16

Source : DCM / Millward Brown / Nestle 2012Base: Total (691), Exposed (155), Non-Exposed (201) Q. The next time you buy dog food, how likely are you to consider choosing …(BRAND)?


INCREASING PURCHASE CONSIDERATION AMONGST THE CINEMA EXPOSED CELLCONSIDERATION

-3

0

0

5

0

3.00 3.12 3.01Mean score:

The only brand I would consider

One of 2 or 3 brands I'd consider

One of several brands I 'd consider

A brand I might considerA brand I would not

consider

Total%

Exposed%

Non-Exposed%


Non-Exposed-/+

Source : DCM / Millward Brown / Nestle 2012Base: Total (691), Exposed (155), Non-Exposed (201)


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

Cin

em

a o

n a

ir

Cinema Campaign: 30.03-10.05.12

TV

on

air

(5

04

GR

Ps)

TV Campaign: 02.05-12.03.12

TV

on

air

(5

56

GR

Ps)

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

Source : DCM / Millward Brown / Nestle 2012Base: Total (691), Exposed (155), Non-Exposed (201) Q. How likely are you to recommend the following brand(s) to a friend or colleague?


CINEMA EXPOSURE DELIVERING STRONGER WORD OF MOUTH TO RECOMMEND BAKERSBRAND RECOMMENDATION

Total%

Exposed%

Non-Exposed

%


Non-Exposed-/+

Mean Score


THANK YOU


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Cinema drives deeper message outtake and incremental reach for Bakers