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CASE STUDY: Ovaltine Max For Milk - Building Awareness

Provided by Digital Cinema Media
Ovaltine used an existing TV advert on the big screen to create new communication levels for a recently launched product.

What was the Challenge / Background of the Campaign?

Ovaltine set themselves the task of building levels of awareness and familiarity of the Max For Milk brand, with the aim of increasing purchase consideration amonge its core target group of BC1C2 mums 25-45yrs with kids.

What was the Campaign Objective?

The campaign objective was very simple- to build levels of awareness and familiarity of the Max For Milk brand.

What was the Solution?

Two film packages (Barnyard & Open Season) were carefully selected and bought in order to reach the target audience throughout October & November. This was a high impact opportunity to create real cut-through in the competitive market of FMCGs.

What were the Results?

- Brand awareness was high with spontaneous brand awareness increasing by a massive 440% among cinemagoers versus the control - Ad recall was above CAA norms on every measure - more than 6 out of 10 people remembered the ad after being directly prompted - Future purchase propensity was 100% higher among cinemagoers compared to the control sample.

What were the Key Learnings of this Campaign?

Cinema allows brands to target key audiences very effectively. Using a TV advert on the cinema screen increases spontaneous and prompted recall of the brand massively.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details25-45 yr old BC1C2 Mums with children
25 - 34
35 - 44
Female
ABC1
CINEMA
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESSRESEARCH
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