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CASE STUDY: Department For Transport - Road Safety

Provided by Digital Cinema Media
DFT Sponsored all Family Films at Cineworld and Showcase cinemas.

What was the Challenge / Background of the Campaign?

Coinciding with the first week of release of Charlottes Web, 200 face to face interviews were conducted with children in cinema foyers. From previous research we know that kids are in a positive and excited frame of mind at the cinema and the research looked at how this effected recall and awareness of the Department for Transport Hedgehog creative. This positive frame of mind also ensured that the target audience understand the road safety message and made a serious message fun and appropriate for children.

What was the Campaign Objective?

To assess how effective the Family Films spot has been at showcasing the brand/message. To find out attitudes/message take out towards the Hedgehog creative.

What was the Solution?

Sponsorship Activity to run for a year. 20" sponsor credit after the ad reel but before the trailers. Activity to run with family films in Showcase and Cineworld cinemas (90 cinemas).

What were the Results?

High levels of awareness towards the Road safety campaign were acheived. Highest total recall amongst all CSA's children's case studies (77%). Depth of communication was high. All kids found it easy to understand (97%) and thought it was a colourful and bright advert (85%).

What were the Key Learnings of this Campaign?

The sponsorship of relevant films is a prime location to communicate your brand message. DFT not only achieved high recall but the message and the seriousness of the campaign was understood.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsChildren aged 7-11 across 6 cinemas around the country
0 - 9Female
Male
CINEMA
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearEDUCATE CONSUMERSRESEARCH
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