Case studies

SAWA here have collected effective Case Studies from  Screen Advertising Companies around the world to demonstrate the power and impact the Cinema Medium has on todays most sought after consumers.  They range from Consumer  propensity to buy to Cinema vs TV recall studies; to individual case studies on products and global brands effectively using the Medium of Cinema.

Case Studies are in Adobe Acrobat (PDF) format. Download Acrobat Reader here.

• O2 JOGGLER CAMPAIGN ON CINEMA IN UNITED KINGDOM

  For the first time, O2 were looking for an innovative way to communicate their new “Joggler” product to families. The Joggler enables families to schedule their diaries and let family members know what they are up to. The Objectives of the campaign were to Raise awareness of the O2 Joggle, communicate O2 as a brand for families and to communicate the O2 Joggler as a way of keeping families connected.

• Santander

  Santander, one of the World’s largest banks, used cinema in combination with a heavyweight TV campaign to cost effectively reach a young, affluent audience. The campaign worked so effectively that it led to double digit growth across all key brand measures (vs. TV alone) and encouraged re-appraisal & purchase intent for over two-thirds of consumers.

• The Co-operative

  In 2011 UK grocery retailer, The Co-operative, used cinema in combination with a national TV campaign to test its ability to emotionally re-connect with its audience and drive brand engagement. Results showed that cinemagoers response was significantly better than when exposed on TV alone driving ad recognition from 55% - 70%, levels of motivation from 25% to 49% and ad enjoyment from 44% to 72%.

• HP challenged NCM to help promote Touch Smart printers - US

  HP challenged NCM to create an integrated plan to help promote their new Touch Smart printers and help support the concept with local retailers in key markets. NCM created a program which combined the big screen with a the lobbies to help entice 50,000 demos over a three week period. The program was deemed very innovative and successful and helped launch this new program in the US market.

• Brightfish casestudy Kellogs - Belgium

  Cinema advertising is a strong long-term image builder in the minds of our advertisers. In terms of measurable impact on sales however, we notice that advertisers are rather skeptical. With the Kellogg’s case we could demonstrate that cinema advertising has an impact on sales and market share. Important for the FMCG sector: in combination with TV, but afterwards also as stand-alone.

• The Union is changing now by SF Media - Sweden

  A case study from SF Media Stockholm for TCO – the central organization for union membership in Sweden. They used all the creative platforms cinema advertising can offer and the campaign was a huge success that increased the brand awareness with 20%

• TV & Cinema communication effect by Dansk Reklame - Denmark

  TV compared to Cinema in recall and interpretation of message. Made on Tuborg beer in 2010 by Dansk Reklame Film.

• Carlsberg Sport sales modeling by Dansk Reklame - Denmark

  Return on investment on TV, Cinema, Outdoor and Internet. Cinema proves to be the strongest media in the campaign.

• FDB viral campaign by Dansk Reklame - Denmark

  The Danish consumer association FDB uses Cinema successfully to move attitudes and boost viral campaign

• Crossmedia case | XBOX Cinequizzer by Werbe Weischer - Germany

  Microsoft wanted to initiate a playful experience for its new game „Scene it! Cinema“, which integrates the cinema audience actively. As a result WerbeWeischer developed a complete new and exciting way of advertising for the client – far before interactive gaming was on everybody’s list.

• Crossmedia case | O2 Cinema domination by Werbe Weischer - Germany

  Telco-Company O2 introduced the biggest brand re-launch in its company history. Main goal was to emotionalize the brand. Accordingly O2 looked for the highest possible awareness in every medium. For cinema that meant: O2 has to become talk of town.

• Classic case | Bebe Young Care by Werbe Weischer - Germany

  Johnson & Johnson’s product range “bebe Young care” clearly aims at young females. So far, “bebe Young Care” had not been present in German cinemas. After introducing the performance based and targeted booking system “Cinema Reloaded”, WerbeWeischer was finally able to place “bebe Young Care” appropriately.

• Classic case | STA Travel by Werbe Weischer - Germany

  Travel Operator STA Travel was rather well known in an elder target group, but not so much to younger audiences. That had to be changed. As a matter of fact STA Travel did not only want to increase its awareness, it also wanted a response mechanism, which allows them to get into direct contact with younger costumers. How do you advertise for a travel operator in an uncommon way? Try paper planes.

• Birds Eye by Val Morgan - Australia

  Val Morgan Australia conducted this amazing research on the 3D Birds Eye ad. The 3D ad recorded a twenty percent increase in Fish Fingers sales after launching the campaign, with no other media activity for the brand at the time.

• CAPA Norway

  CAPA Norway conducted this research titled “Added Value” in order to prove the added value that additional commercial activity can bring to a client's campaign at the cinema. In this case we chose to document the effect of interactive advertising, but the theory holds for other forms of "off screen" activities that can impact upon a client's traditional "30 second film" campaign.

• Vodafone Portugal - New signature "Power to you" obtains 77% recall on new sound experience in cinemas - Supplied by Screenvision Portugal - A leading cinema advertising company in Portugal

  The Challenge was to potentiate the new Vodafone signature and reinforce the brand and its image. The results of the Case Study performed in Portugal were outstanding and the Sound experiences not only delivered very high recall but also showed amazing cut through with an new and original idea to reach consumers in the Cinema.

• Cinema and TV advertising proven to deliver three-fold increase in propensity to buy compared to TV alone - Supplied by Val Morgan Network Australias - A leading cinema advertising company in Australia

  An extensive research program has proved that cinema advertising has a significant impact on consumer’s propensity to buy, driving potential return on investment for advertisers. The research, conducted by AMR Interactive, involved eleven advertising campaigns from leading brands across a broad range of product categories. Looking at consumers impacted by each medium, the Australian research found that cinema added potency to the effectiveness of TV advertising, critically increasing the likelihood to buy the advertised brand.