How the North West Development Agency used the Silver Spot within independent cinemas to improve perceptions and attitudes.
NWDA wanted to understand attitudes towards the region and to assess how advertising on cinema enhanced those attitudes as well as monitoring increased propensity to visit the North West.
To raise awareness of the region as an area of cultural interest.
To run bespoke 150 second creative for cinema in the Silver Spot, a premium creative space positioned between the ad reel and the trailers. The creative was longer than a typical 30 second creative, capitalising on the impact of the big screen to achieve standout among their target audience.
. Strong levels of ad recall, twice the average spontaneous recall score (22%)
. Good levels of communication with the culture message cutting through (71% perceive the North West as culturally rich, 45% than those who hadn't seen the ad)
. Positive attitudes towards both the ad and the North West as a region, particularly among those exposed to the cinema ad, with 69% stating that they can identify with what it is saying and showing
. Consideration levels were high, with over one-third saying they would book a short break
Independent cinema was a great environment to promote the North West as a cultural destination and was key for raising awareness of the area.
The Silver Spot provided a brilliant platform for NWDA to communicate a unique brand message to cinemagoers.