cinema revs up toyota's incremental reach

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

CINEMA CAN ADD INCREMENTAL REACH TO YOUR CAMPAIGN

TOYOTA YARIS ‘GADGET GUY’APRIL 2012

METHODOLOGY

Source : DCM / Ipsos Mori CT 2012Cinemagoer (n=200) | Control Cell (n=99)

BACKGROUND:Toyota had been running heavy weight campaign on TV for the Yaris model

in the past year. In Jan – Mar 2012, Toyota launched their new ‘Gadget Guy’ creative on cinema from 13th Jan – 22th Mar 2012 in an AGP pack.

RESEARCH OBJECTIVES:• To ascertain what impact, if any, cinema had on the KPI’s of the

campaign:› Ad recall› Brand attribution› Deeper message takeout› Brand image

• To investigate if cinema added any incremental reach

METHODOLOGY & SAMPLE : • Fieldwork : 20th Feb – 4th Mar 2012• Online survey using Toyota brand tracker with an added cinema booster

› Cinemagoers: People who HAVE been to cinema in the last week

› Control cell: Non-cinemagoers who HAVE NOT been to the cinema to see one of the films listed

APRIL 2012 : TOYOTA YARIS ‘GADGET GUY’ CASE STUDY

CINEMA IS SUCCESSFUL IN REACHING A YOUNGER MORE AFFLUENT AUDIENCE

Source: Ipsos Mori | Fieldwork 20.02.12 – 4.03.12 | Toyota Yaris Case study Base: Cinema goers (228), Control cell (89)

DEMOGRAPHIC REACH


“GADGET GUY” WAS THE ONLY YARIS CREATIVE TO INCLUDE CINEMA ON ITS MEDIA PLAN


TOTAL TVR COUNTS

751

2ND BURSTTVR COUNTS

232

202

382

232

n/a

Cinema advertising ran during the 2nd

burst of the NG Yaris campaign

21.2m(Cin Adms)


HIGHER RECALL OF GADGET GUY CREATIVE AMONGST CINEMAGOERS

Source: Ipsos Mori | Fieldwork 20.02.12 – 4.03.12 | Toyota Yaris Case study Base: All Wave 48 (602), Cinema Goers (228)

AD RECOGNITION


GADGET GUY CREATIVE WAS SIGNIFICANTLY MORE APPEALLING TOWARDS CINEMA CELL

Source: Ipsos Mori | Fieldwork 20.02.12 – 4.03.12 | Toyota Yaris Case study Base: Cinema Goers (130), Non-cinemagoers (31)

AD DIAGNOSTICS: ‘GADGET GUY’ RECOGNISERS

Non-Cinemagoer CinemagoerCompetitor

Average

60%

56%

49%

46%

29%

36%

Significantly higher than competitor average

Significantly higher than non-cinemagoers


CINEMA DRIVING PURCHASE CONSIDERATION AND WORD OF MOUTH FOR TOYOTA YARIS

Source: Ipsos Mori | Fieldwork 20.02.12 – 4.03.12 | Toyota Yaris Case study Base: Cinema Goers (130), Non-cinemagoers (31)

AD DIAGNOSTICS: ‘GADGET GUY’ RECOGNISERS

Non-Cinemagoer CinemagoerCompetitor

Average

40%

36%

37%

50%

54%



Significantly higher than competitor average

INCREASED BRAND CONSIDERATION AMONGST CINEMAGOERS

Source: Ipsos Mori | Fieldwork 20.02.12 – 4.03.12 | Toyota Yaris Case study Base: Cinemagoers (228), Non-cinemagoers (89)

TOTAL SERIOUS CONSIDERATION (TOP 10)


Significantly lower than non-cinemagoers


WHAT WAS IT THAT YOU HAVE SEEN, READ, OR HEARD OTHER PEOPLE SAYING ABOUT TOYOTA? TOP 10


SPONTANEOUS RECALL

BaseNon-cinemagoers

88Cinemagoers

228

Reliable 9% 15%

Have heard good things about them / recommended by friends, family

etc5% 14%

Good quality / good car 8% 11%

Solid / good build quality 5% 6%

Being re-called 11% 5%

Innovative 2% 5%

Good value for money / reasonably priced 5% 5%

Mixed reports / heard good and bad things /Know nothing / very little about Toyota 0% 5%

Good (unspec.) 2% 5%

TV advertising (non sponsorship) 4% 5%



THANK YOU

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

cinema revs up toyota's incremental reach

Automotive