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CASE STUDY: M&S Lingerie - Shifting perceptions

Provided by Digital Cinema Media
M&S Lingerie advertised on Cinema for the first time in 2004 to capitalise on the engagement and impact that Cinema offers

What was the Challenge / Background of the Campaign?

M&S Lingerie had set itself the task of changing people's long-standing perceptions of their brand and needed to find a competitive way to change their image and maintain awareness among their core target audience of ABC1 women aged 25-44.

What was the Campaign Objective?

M&S occupies the number one spot in the market in terms of awareness but had a very traditional, good value inbuilt image. With competitors pushing modern, fun and sexy brand values, M&S wanted to try and shift perceptions of its lingerie among it customers.

What was the Solution?

M&S Lingerie bought into the first 4 weeks of Bridget Jones: The Edge of Reason, taking advantage of a strong fit with female orientated product alongside a female blockbuster hit, a high-attention and engaging environment and a perfect targeted viewing opportunity with 70% of the audience being ABC1 and 67% women.

What were the Results?

Above average recall of ad and a dramatic shift in brand image after just ONE exposure. Furthermore, Those who saw the ad... - 138% more likely to say 'fun' - 83% more likely to say 'cheeky' - 69% more likely to say 'sexy'. Those exposed to the ad were also 32% more likely to agree 'M&S sells stylish clothes' and over 3/4s of those who recalled the ad are more likely to buy M&S Lingerie in the future.

What were the Key Learnings of this Campaign?

"The big screen allowed us to showcase our new collections to our customers in a highly targeted & cost effective way, helping us achieve our aim to enhance brand perceptions amongst our target audience." - Steven Sharp Director of Marketing, Store Development & Design M&S "Not only have you got the audience at their most captive & receptive but the film suited the theme of the ad perfectly. The research showed that just a single exposure to the new creative on Cinema delivered a higher than average spontaneous recall, which in a cluttered marketplace is crucial".

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsABC1 Women aged 25-44
25 - 34
35 - 44
Female
ABC1
C2
Main Shopper
CINEMA
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESS
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