Brand Purpose and Cinema

Catherine Moger RickwoodVP, North America

Jennifer Friedlander Director, Custom & Marketing Research

Doug PulickSVP, Strategic Insights & Analytics

#ARFAxS

Brand Purpose and Cinema: putting the role of cinema in context of all channelsLearn how cinema can turbo-charge your media investment plan

Here’s David. He’s like you and me...He’s bombarded with information, communication andmessages, from different sources in different ways

22%24%

35%

Earned Owned Paid

Neutral experiences

"I get so many flyers from them, I couldn't tell you

what the details were. I just shred them.”Print • Neutral • Made no difference

It’s hard to engage and really connect.

Although marketers would hope otherwise, many brand encounters are neutral

Harvard Business Review

Consumers increasingly expectbrands to have not just functional benefits but

social purpose.

Eric Reynolds, CEO of Clorox,

“We talk purpose […] It

affects hiring practices, suppliers you work with, how you reward product development, and

of course, marketing.”

Jennifer Sey, CMO of Levis

“[…] we try to do the right thing that’s

aligned with our purpose of profits through principles.”

Neutrality creates a challenge for clients wanting to create meaningful brands

“Which experiences are most effective at cutting through with a meaningful

message?”

Post Survey[Day 8]

Experience Diary[Day 1 – Day 7]

Real-time Experience Tracking (RET): How it works

b. Having the first experience

a. Participant completes online pre survey and gets briefed

f. Participant completes online post survey and finishes participation

d. Has a another new experience

All steps (surveys and diary) can be done either on a PC or using a mobile

phone

e. Immediately logs in experiencein diary

Participants usually share

5-6 experiences throughout the week of

being an experience reporter

Pre Survey[Day 1]

c. Immediately logs in experience in diary

Female 49

?Me using/ consuming

“Where did you see, hear or experience it?”

“Which brand was it?“ “How did it make you feel?”

“How likely did it make you to purchase that

brand?”

Who?

Hershey’s

8

"My daughter bought it on sale at the store and wants me to make some cupcakes with this Hershey's frosting for her friends birthday tomorrow it's one of our favourites brands"Hershey's • Me using/consuming • Fairly positive • Slightly more likely to purchase

Here is what a real touchpoint experience looks like

240 people 299 people

350 people322 people

Categories

FMCG Services

Electronics

Finance

Automotive4,459

experiences

In progress

Need to pick up all touchpoints, in real time, across markets and categories

Paid

Earned

Owned

10%

20%

30%

40%

50%

60%

10% 20% 30% 40% 50% 60% 70% 80%

Per

suas

iven

ess

(T2

B %

)

Positivity (T2B %)

Paid touchpoints could be the 1st step to reach earned and owned touchpoints

“I saw a commercial online for Brand X in

the morning and actually bought one

for lunch to try.”

Base Size (People/Experience):Paid 756/2012 Owned 144/188 Earned 479/869

POEM Experience Engagement Map

TV Cinema

OnlineIn-store

Using/Consuming

Social media

Conversation

Poster/Billboard

Mailing/Store Catalogue Me purchasing

Public place or event

Other

PrintRadio

10%

20%

30%

40%

50%

60%

70%

80%

10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Per

suas

iven

ess

(T2

B %

)

Positivity (T2B %)

Consumption and Purchase touchpoints are the most engaging

Touchpoint Experience Engagement Map

Base Size (People/Experience):TV 440/871 Cinema 330/433 Online 322/501 In-store 298/389 Using/Consuming 288/454 Social media 127/173 Conversation 113/141 Poster/Billboard 113/ 132 Mailing/Store Catalogue 111/127 Me purchasing 110/136 Public place or event 88/96 Other 70/96 Print 68/80 Radio 41/57

Cinema

TV

OnlineSocial media

Poster/Billboard

Mailing/Store Catalogue

Print

Radio

10%

20%

30%

40%

50%

60%

70%

80%

10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Per

suas

iven

ess

(T2

B %

)

Positivity (T2B %)

Brands can directly influence paid touchpoints to get a better result

Overall Paid Touchpoints Experience Map

**Only 1/3 of social media experiences are ad from brand

Base Size (People/Experience):TV 440/871 Cinema 330/433 Online 322/501 Social media 127/173 Poster/Billboard 113/132 Mailing/Store Catalogue 111/127 Print 68/80 Radio 41/57

The role of TV – Exposure x attention

People are

25% more exposed to brand’s content on TV than

Online

And 66% more exposed to

brand content on TV than OOH

“the advertisement was one i have seen before on tv...about how chevy will grow with you through all stages of life, from dating, to marriage, to kids, etc. they have a model for everyone. Funny enough, it was the same ad that showed before the movie that my mom and I saw this afternoon.”

TV • Very positive • Much more likely to purchase

57%

16%

9%

5%4%2%

2%1%4%Just watching TV

Eating

Browsing online

Texting

On social media

Online shopping

Housework/cooking

Talk ing on the phone

Other

What were you doing when you have this experience?

In 43% of the cases, attention was shared with other activity

The role of Online – instigating active research

22%

18%

15%12%

6%

6%

5%3%4%1%1%7%

Researching information

Browsing for thisproduc ts/services

General browsing (notthis product/service)

Went online to buy

On soc ial media

Looking forideas/inspiration

Comparing prices

Checking email

What were you doing when you have this experience?

In 68% of the cases, people were actively searching* for the brand/service

77% from people who had an online experience, didn’t buy anything

*Active search definition: Researching information, browsing for products/services, go online to buy, comparing prices, looking for gifts, checking availability, looking for inspiration.

2/3 experiences with cinema are positive, more than any other

touchpoint

A Very positive experience makes

you 5 times more likely to

consider

Fairly positive

2 timesNeutral

Lesslikely

Cinema cuts through the neutrality

“The commercial was people dancing. All different ages, skin colour, gender, religion, music and dance genres, etc. They were all dancing wearing Levi Strauss. The end of the commercial listed a number of traits such as old, young, gay, straight. Levi Strauss are for everyone.”Cinema • Very positive • Much more likely to purchase

3%

30%

34%

33%

Cinema

Verypositive

Fairlypositive

Neutral

Fairlynegative

Verynegative

Cinema positivityT2B 67%

19%27% 33%

29%

33%

38%38%

44% 37%36%

22%

25%

41%24% 26% 21%

44%25%

Cinema Online TV Poster/Bi llboard Print Radio

Very Positive

Fairly Positive

Neutral

Fairly Negative

Very Negative

Young Audience Positivity

Impacting especially the young audience, being the most positive media

“I enjoyed seeing the ad at the cinema. It inspired me to buy

a new pair of jeans!”33 • Levi Strauss • Cinema• Very positive •

Much more likely to purchase

79% 78% 63% 66%57% 50%

*Young audience:18-24 years old

"It was just telling us about new products that are offered." Dell • TV • Ad from brand • Neutral • Made no difference

TV commentabout Dell

Comprehension = message + media

“The new Dell G5 15 gaming laptopcommercial was shown at the movie theater. It showed Ant-Man and the Wasp flying and running around inside the computer while the announcer described all the awesome features of the G5. “The Hero You Never Saw Coming” was a great tagline for this commercial and fit really well with the product and Ant-Man’s association with it. I really enjoyed the commercial and learning about all

the cool features on the G5. It may be one of the best Dell laptops on the market thus far. It definitely sounds like it could run all my favorite online video games. I already own many Dell products, but nothing on this level.”

Dell • Cinema • Very positive • Much more likely to purchase

Cinema commentabout Dell

People write 20% more when describing Cinema experiences vs. OnlineAnd 12% more than TV

Brands still concentrating their media investments in traditional media like TV

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Brand B Media Spend

August September

Here we have the media plan from 2 competitors in Australian automotive market

TV

Cinema

Online

Print

Social media

Poster/Billboard

10%

20%

30%

40%

50%

60%

10% 20% 30% 40% 50% 60% 70% 80% 90%

Per

suas

iven

ess

(T2

B %

)

Positivity (T2B %)

Base Size (People/Experience):Car brands 455/847

• Is it cutting through neutrality?

How useful is this traditional media mix in tackling the aforementioned challenges

Car brands Paid Touchpoints Experience Map

TVCinema

Online

Poster/Billboard

Mailing/Store Catalogue

Print

Radio

10%

20%

30%

40%

50%

60%

70%

80%

10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Per

suas

iven

ess

(T2

B %

)

Positivity (T2B %)

Actually, from analyzing the role of all touchpoints, it seems like cinema is one of the best to tackle these issues

Overall Paid Touchpoints Experience Map

Base Size (People/Experience):TV 440/871 Cinema 330/433 Online 322/501 Social media 127/173 Poster/Billboard 113/132 Mailing/Store Catalogue 111/127 Print 68/80 Radio 41/57

And works even better when combining TV and Cinema

+ = 2 timesmore likely to impact long term consideration

vsor

individually

Case Study

Cinema

OnlineTV

*In-store

Using/consuming

*Print

0%

10%

20%

30%

40%

10% 20% 30% 40% 50% 60% 70% 80%

Per

suas

iven

ess

(T2

B %

)

Positivity (T2B %)

Base Size (People/Experience): Online 104/145 TV 88/170 Cinema 52/67 Using/Consuming 42/50 In-store or branch 26/30 Print

Touchpoint Experience Engagement Map

Low base size* 25-50 people

Engagement comparison of paid media channel

*Cinema

Online

TV

*Using/consuming

0%

10%

20%

30%

40%

50%

60%

70%

80%

20% 30% 40% 50% 60% 70% 80% 90% 100%

Per

suas

iven

ess

(T2

B %

)

Positivity (T2B %)

Relevance Experience Engagement Map

Touchpoints filtered by very relevant and fairly relevant

Base Size (People/Experience): Experience Relevance filtered by Very relevant and Fairly relevant: 198/293

Looking at relevant experiences by medium

Levi's

Brand A

Brand BBrand C

10%

20%

30%

40%

50%

60%

30% 40% 50% 60% 70% 80%

Per

suas

iven

ess

(T2

B %

)

Positivity (T2B %)

Base Size (People/Experience): Brand 1-119/180 Brand 2- 100/134 Brand 3- 112/163 Levi Strauss & Co. 94/111

Brand experience engagement map

Positive &Persuasive

brandexperience

Levi’s generating the most positive and persuasive brand experiences

Base Size (People/Experience): Levi Strauss & Co. 94/111

“I liked the song playing during the ad. It was upbeat and funky. The ad showed people from all over the world dancing and laughing having a good time. The ad was very clearly meant to show an inclusive brand that is for everyone not just one age or race.”• Levi Strauss • Cinema • Very positive • Slightly more likely to purchase •

Cinema ads prompt detailed descriptions about Levi’s brand story message

“The commercial was people dancing. All different ages, skin color, gender, religion, music and dance genres, etc. They were all dancing wearing levi's. The end of the commercial listed a number of traits such as old, young, gay, straight. Levi's are for everyone.”

• Levi Strauss • Cinema • Very positive • Much more likely to purchase •

*Sale/promotion

*Brand story

10%

20%

30%

40%

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60%

30% 40% 50% 60% 70% 80%

Per

suas

iven

ess

(T2

B %

)

Positivity (T2B %)

Base Size (People/Experience): Levi Strauss & Co. 94/111

Levi’s message experience engagement map

22%

22%

14%

13%

13%

10%3%2%1%

Brand story

Sale/promotion

User benefit

Product features

Brand/modelrecommendationOther

Store availability

Supporting a cause

New product launch

Levi’s share of experience by message

Levi’s particularly good at generating brand story and sale/promotion messages

2% 6% 3% 6%5%4%

2%5%

65%68%

69%45%

17%17% 20%

28%

11% 5% 6%16%

Brand 1 Brand 2 Brand 3 Levi's

Much more l ikely topurchaseSlightly more l ikely topurchaseMade no difference

Slightly less likely topurchaseMuch less likely topurchase

In an environment where

most experiences makes no difference in purchase intention,

Base Size (People/Experience): Brand 1-119/180 Brand 2- 100/134 Brand 3- 112/163 Levi Strauss & Co. 94/111

The brands with the most positive experiences tend to also create persuasive ones

creating the right experience could

determine the success of the marketing mix

Purchase engagement

T2B 28% 22% 26% 44%

Case Study

* Index represents 62/24 split of respondents considering the Cinema and TV experience “very engaging.” 38 percentage point difference between Movie and TV score.

People engage more with the Cinema experience…

…Creating memories that linger longer than TV

Moviegoers are over 2x more likely to be engaged with cinema than TV

93% say the entire cinema experience is as memorable experience, +22% more than TV

57% said they think about the movie experience a lot after the movies, +25% more than TV

Cinema experience > TV

all eyes on your ad! a deeper impressiona measurable impact

Attention RetentionEmotional Response

84% average eyes onscreen during ads

+18% higher than TV

Response intensityHeart rates were lower

during the ads in cinema than on TV

Source: Media Science 2017

Cinema delivers a most memorable impression

Decreases in heart rate reflect greater cognitive attention

1% 3%3% 2% 2%17%

23% 17%34%

28%

37% 40%

33%

55%37% 38% 31%

Cinema Online Social Media TV

Very posit ive

Fairlypositive

Neutral

Fairlynegative

Verynegative

83% 78% 64%74%T2B

Base Size (People/Experience): Where did you see, hear or experience it?/ How did it make you feel?TV 174/413 Online 82/155 Cinema 66/83 Social media 46/63 Print 41/51

Poster/Billboard 27/33

*Only Media Channel with sufficient base size

Touchpoint positivity

CINEMA TV

of verypositive

experiences

55% of verypositive

experiences

31%

Cinema generates the highest quality of positive experiences

Base Size (People/Experience): Did the experience make you feel? TV 174/413 In-store 97/132 Cinema 66/83Amongst positive and neutral experiences

Cinema creates 1.5x more sense of comfort than TV

And makes people feel 2.5x more connected than TV

Cinema experiences are more likely to generate emotional reactions

CINEMA TV{

Cinema goers remember more from an ad and use more words to describe an ad

19 words 16 words 15 words

CINEMA TV SOCIAL MEDIA

"it was just an ad that I have seen many times" INSURANCE BRAND C • TV • Ad from brand • Neutral • Made no difference

"2 actors were on stage performing when alexander graham bell's phone kept ringing. the actors stopped performing and waiting until his call ended. a man sitting in the balcony told the audience to silence the phone... great ad for an insurance company. silence the phone while driving"INSURANCE BRAND C • Cinema • Fairly positive • Made no difference

INSURANCE

Base Size (People/Experience): Please describe your experience in as much detail as you canINSURANCE BRAND C165/283

CINEMA BRINGS CONTENT WITHOUT BEING REPETITIVE

TV

CINEMA

"I didn’t pay much attention." AUTO BRAND D • TV • Ad from brand • Neutral • Made no difference

"people gathered together as a man asks what is the most important feature in a vehicle. most say dependability. a door opens to show the most dependable car is in fact their cars.. the BRAND D. the ad goes on to list the awards BRAND D has received"AUTO BRAND D • Cinema • Fairly positive • Slightly more likely to purchase

AUTO

Base Size (People/Experience): Please describe your experience in as much detail as you can AUTO BRAND C 156/243

PEOPLE PAY MORE ATTENTION TO DETAILS FOR CAR BRANDS

TV CINEMA

Implications

If brands want to communicate their purpose, more complex messages and have deeper resonance, cinema gives a unique opportunity.

Whatever the frequency provided, other media may never achieve this.

Putting cinema on the media schedule can super-charge the impact of all media for brands.