The challenge was to able to isolate the effect of the In Situ campaign from all other media. Research company MDL in conjunction with In Situ devised a formula to do this. While we could not pin down actual ticket sales we could say with confidence that 90,000 extra people intended to see Rocky directly as a result of our part of the mix, and therefore calculate a probable ROI of 550% against prevailing 6 sheet market rates for January 2007. Full results are shown in the PowerPoint attachment Find out more...

Evaluate the effectiveness of In Situ Leisure Centres in delivering audience impacts for the Rocky Balboa campaign and measure the likelihood of going to see the film directly as a result of the In Situ campaign.