CASE STUDY Morrisons use cinema as part of Be Our Guest campaign

Provided by Digital Cinema Media
Morrisons use cinema to reach a young, more affluent audience. 276 DCM sites within a 3.5 mile proximity to a Morrison's store

What was the Challenge / Background of the Campaign?

The creative for Morrisons' Christmas campaign featured Ant & Dec in a magical Morrisons world. The accompanying music was Disney's Be our Guest. The creative lent itself perfectly to cinema and had a natural association with film, which led to cinema being used for the first time for a Morrisons Christmas campaign.

What was the Campaign Objective?

To drive reach amongst a younger, more affluent audience

What was the Solution?

As well as being an excellent creative fit, Morrisons was looking to drive incremental reach amongst a younger, more affluent audience. The company was interested to learn what impact cinema added to its campaign including: - Brand perceptions - Purchase intent and consideration To ensure the campaign could be monitored effectively for both brand tracking and econometrics we selected 276 DCM sites within a 3.5-mile proximity to a Morrisons store as they have limited presence in some areas of the country.

What were the Results?

Our cinema exposed group were 88% more likely to have children vs. the control sample • Cinemagoers were 17% more likely to be ABC1 and were on average 10 years younger than the control sample. +76% believed "I'd Seriously Consider Morrisons" (Exposed = 51%; Control = 29%). +222% believed "Morrisons appeals to me more than others" (Exposed = 16%; Control = 5%).+31% Morrisons ad recognition (Exposed = 75%; Control = 57%) . Please download attachment for more information.

What were the Key Learnings of this Campaign?

- The cinema activity worked well for Morrison's in terms of reaching a younger, more affluent audience who have a wider repertoire in their shopping habits. - The campaign delivered incremental reach against target segments and delivered significant uplift on ad metrics for engagement and relevance - The cinema exposed group were more likely to think differently about the brand and have an increased intent to purchase. - The activity had a direct impact upon sales with cinema delivering a ROI of £10.02 per £1 spent

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsPlease contact DCM for details of reach
25 - 34
35 - 44
Main Shopper
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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