Hillarys - For the Window Wise

Background

Hillarys, the UK’s leading supplier and manufacturer of bespoke window dressings, launched an innovative brand campaign to highlight the importance of expert advice and service when it comes to window dressing.

The creative copy follows the story of a delightful owl character, whimsically guiding viewers to the benefits of tailored expertise. Voiced by Jennifer Saunders, the campaign was set to charm audiences across various media platforms.

Plan

In an effort to extend & maximise incremental reach during the campaign, Hillarys leveraged the power of cinema to enhance attention and engagement. The brand wanted to feature alongside films that aligned with their target audience as well as attracting new audiences to the brand who in the past might’ve disregarded the in-home service. Hillarys bought into a Premium AGP across Feb – Mar 24, giving them access to films such as Bob Marley: One Love, The Iron Claw and Wicked Little Letters, in addition to a film pack in Dune: Part 2, a film that was predominantly ABC1 (c.70%).

Results

Exposure to the ad in the cinema has significantly enhanced Hillarys’ KPI’s, including increasing awareness, perceptions and driving conversion metrics, in turn boosting overall consideration and ultimately leading to sales of Hillarys blinds.

• The cinema campaign saw a +21% uplift from control to test in being aware of the ad.
• Exposure to the ad in cinema delivered +16% uplift in brand performance, with agreement for Hillarys "is well known for doing what it does".
• Respondents had +42% better impression of Hillarys after exposure to the ad in the cinema.
• Test respondents are +41% more likely to be very/extremely like to consider Hillarys.
• Test respondents are +45% more likely to trust Hillarys after exposure to the ad in the cinema.