| Advertiser | Taylors of Harrogate |
|---|---|
| Sector | Household |
| Buying route | AGP, Film Packs |
| Audience | ABC1 Adults |
| Media Agency | Goodstuff |
| Copy Length | 60" |
Background
- Without a video asset for nearly a year, Taylors of Harrogate wanted to reintroduce the brand with a creative re-launch, focusing on the brand narrative rather than product specific advertising.
- To stand out from competitors amongst their target audience of ABC1s and 35+ adults, Taylors of Harrogate knew that cinema would be an ideal channel to showcase the new master brand 60” creative in a premium visual environment to an engaged and attentive audience.
Plan
- Taylors of Harrogate bought into an AGP in addition to several film packs running across the autumn including Napoleon, Killers Of The Flower Moon, The Hunger Games: The Ballad of Songbirds and Snakes and The Marvels.
- Cinema ran as part of a wider campaign alongside TV, BVOD, Social and Online where the brand showcased shorter length copy (30”, 20” & 10”).
Results
Exposure to the Taylors of Harrogate ad in cinema helped deliver on key campaign objectives of driving positive perceptions and consideration:
Awareness
Among those aware of the Taylors of Harrogate brand, cinema delivered a 35% uplift in advertising awareness.
Consideration
Consideration increased with a significant uplift of 17% for those who were exposed to the ad in cinema.
Action
Almost a third of test respondents claimed to have bought Taylors of Harrogate coffee since seeing the ad.