In 2009, Norwich Union became part of Aviva, a campaign ran across TV and Cinema to drive brand awareness.

To understand and quantify the extent cinema increased awareness, consideration to purchase and pushed positive image of Norwich Union / Aviva over and above TV activity.

Norwich Union and Aviva's online brand measurement agency, ICM, added a supplementary 'cinema booster' to their existing tracking to effectively monitor performance. Two groups were tested: Exposed group (200 cinemagoers) who have seen a film where the ad was in the reel and a Control group - 100 non-cinemagoers interviewed on telephone.

The results showed, TV and Cinema compliment each other in a media mix: TV delivers high frequency, raising top of mind brand awareness but delivers lower message out take because of selective attention, as this medium drip feeds themes and brand awareness over a longer period of time. Cinema delivers lower frequency but with deep message out take because of high attention and improved ability to remember. The Cinema experience results in significantly more detailed ad recall and specific facts, such as the interest rates and ad's deeper meaning and effect.

Cinema and TV combined drive greater levels of brand awareness and purchase consideration. Brand perceptions are stronger among cinemagoers particularly for pricing, getting a good deal and honesty. Cinema's deep message cut through made the key message on price clearer.