Ovaltine used an existing TV advert on the big screen to create new communication levels for a recently launched product.
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.
The campaign objective was very simple- to build levels of awareness and familiarity of the Max For Milk brand.
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.
- 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.
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.