| Advertiser | Vans |
|---|---|
| Sector | Retail & E-commerce |
| Buying route | 16-34 Adults AGP, AGP, Film Packs |
| Audience | 16-34 Adults |
| Media Agency | MG OMD |
| Copy Length | 60" |
Background
While recognising consistent success with existing consumers, it was evident that potential new customers had lost clarity on what Vans stands for and the brand was no longer top of mind. Knowing that young audiences increasingly look to associate themselves with authentic brands that matter to them and reflect their values, Vans realised that they needed to enhance their relevancy. Looking to reach predominantly 16-34s, Vans created a new positioning to reignite brand heat through elevated storytelling.
Plan
Knowing that they needed a platform that had a creative fit to reach a younger audience and deliver the stand-out brand asset, Vans showcased their 60” copy in cinema, to ensure their creative was seen in the premium, high attention cinema environment that would help build an emotional connection. The Vans campaign ran in films including Deadpool & Wolverine, A Quiet Place: Day One, Longlegs and Twisters, and across other channels including Social, YouTube & Online.
Results
Cinema helped to significantly improve several of Vans core brand KPIs, with the campaign helping to upper and mid-funnel metrics including top of mind consideration and purchase intent:
Perception
The campaign saw a +34% significant uplift in strongly agreeing that Vans is well known for doing what it does.
Consideration
Around half of exposed cinemagoers agreed they were very likely to consider Vans, a significant +48% uplift from those not exposed to the ad in cinema and over-performing benchmarks (35%).
Action Intent
Over 4 in 5 exposed cinemagoers intend to act on the ad, including (30%) visiting the Vans website (41%) and purchasing a pair of Vans shoes (30%).