This was the first time Space NK had advertised and they chose to premiere their new creative on cinema
Space NK-who specialise in skin and beauty products for men and women, chose cinema as the first medium to showcase their new ad creative and followed this up by advertising on Film4 (keeping in line with film offerings) and YouTube. This was the first time Space NK had advertised above the line.
To raise awareness of Space NK. To provide effective communication of what Space NK stands for and to elevate perceptions as well as increase consideration to purchase. The study was a comparison amongst those recalling ad vs those who didn't and was therefore carried out by recruiting 100 respondents before the ad aired and then a further 200 once the ad had played on cinema.
Space NK bought into a film package on cinema lasting from November 06 until January 07 in the London region. The study was a comparison amongst those recalling ad vs those who didn't and was therefore carried out by recruiting 100 respondents before the ad aired and then a further 200 once the ad had played on cinema
This was a pure test on the effect of advertising exposure, it showed that those who recalled the ad from the cinema had 3 times higher awareness of the Space NK brand! as well as the highest ad recall vs big spending competitors. They were 78% more likely to say Space NK sells quality products whilst being 63% less likely to be unaware of what Space NK sells.
More importantly 87% of the respondents who had seen the ad were more likely to shop at Space NK in the future.
Placing the Space NK ad on cinema enabled cut through and brand awareness in a cluttered market place - many competitors being heavy advertising spenders over all media. By targeting a specific target audience Space NK managed to elevate perceptions amongst their key audience.