DCM CASE STUDY: Lloyds tsb - Digital Cinema Media | DCM

DCM CASE STUDY: Lloyds tsb - Digital Cinema Media | DCM

CASE STUDY: LLOYDS TSB SP CI ON NE S O MA RS DE HI LIV P LE ER VE S: RA GE London 2012 Background Lloyds TSB were one of the official sponsors of the London 2012 Olympics. This sponsorship was to help position LTSB as being at the heart of the community and a key objective of the sponsorship was to ensure that local communities were at the heart of the sponsorship. To help leverage their sponsorship, a campaign ran across a number of different media including TV, VOD and Cinema. Why Cinema? Cinema played an important role in extending the reach and resonance of LTSBs London 2012 partnership. Get closer to the games The creative flexibility that cinema offers meant that LTSB could run a 90 creative in the Silver Spot position for 3 weeks prior to the start of the Olympics to deliver a deeper message to cinemagoers. Advertiser Lloyds TSB Coverage National 90 copy Media Agency MEC This meant that cinema could not only deliver incremental reach on top of other media, but could deliver a more engaging message to those already exposed due to the extended creative and immersive environment. Creative Agency RKCR Y&R Target LTSB customers &goes non-customers Quote toAudience define campaign here Duration July 2012 can run to two lines. CASE STUDY: LLOYDS ACTIVITY IMPACT TSB London 2012 SPONSORSHIP IMPACT SP CI ON NE S O MA RS DE HI LIV

P LE ER VE S: RA GE +69% Stand... Cinemagoers are 83% more likely to consider Lloyds TSB as a result of the London 2012 sponsorship +50% Positi... +41% Ap Creating differentiation: 69% more likely to say the creative stands out from other advertising (Cinema exposed = 27%, Non-cinema exposed = 16%) Generating positivity: 50% more likely say the activity felt positive / upbeat More likely to say they understand why they +28% sponsor the event and it fits (Cinema exposed = 46%, Control = 36%) +50% More likely to say the sponsorship makes them feel better about LTSB +83% More likely to consider LTSB as a result of their London 2012 sponsorship (Cinema exposed = 36%, Control = 24%) Leading to advertising that appeals: 41% more likely to say they watched it closely because it is very appealing (Cinema exposed = 29%, Control cell = 23%) SUMMARY The creative used in Cinemas delivered additional standout vs. the broader campaign. Higher levels of appeal and positivity followed on as a result. (Cinema exposed = 30%, Control = 20%) (Cinema exposed = 11%, Control = 6% - T3B) Quote toan define campaign goes here Delivering enhanced message to cinemagoers meant that the link between LTSB and London 2012 was enhanced, with the can run to two lines. effect of increasing favourability and consideration of LTSB

Recently Viewed Presentations

  • Warm-Up: Take a  sheet. Read the following sentence.

    Warm-Up: Take a sheet. Read the following sentence.

    Begin working on: Review the vocabulary words. Warm-Up: Take a ¼ sheet. Read the following sentence. Then, complete one of the activities for one of the underlined words.
  • Early Rheumatoid Arthritis: A Silent Attack Karina D.

    Early Rheumatoid Arthritis: A Silent Attack Karina D.

    Early Rheumatoid Arthritis: A Silent Attack Karina D. Torralba, MD USC Division of Rheumatology USC IM Core Lecture Series
  • Mortality Reviews Analysis of deaths of individuals receiving ...

    Mortality Reviews Analysis of deaths of individuals receiving ...

    Mortality Reviews . Developmental Disabilities Administration (DDA) Regional Process: All deaths of DDA clients are reported to the Regions. The Regional Quality Assurance Manager requests additional information from all residential agencies, adult family homes, children's licensed facilities and nursing agencies...
  • The Lotus Effect® - Kenan Fellows Program

    The Lotus Effect® - Kenan Fellows Program

    Engineers today have amazing tools that allow them to really go beyond the surface of Mother Nature's creations and see what they are really made of. Biomimicry By investigating organisms, like the water lettuce or lotus leaf, on the nanoscale...
  • Gear Up

    Gear Up

    Can the Tax be Protested in a CDP Hearing? Maybe. Did the taxpayer have an opportunity in the past to dispute the tax? Smith, TC Memo 2016-186. Outcome - IRS had followed statutory procedures and the taxpayer had declined to...
  • Reading is about Making Connections

    Reading is about Making Connections

    To promote and celebrate the reading behaviours that our community of readers engage in we have used Nikki Gamble's ideas to try to ensure that . all. children develop a positive self- concept as readers. Celebrating communities of Readers. "
  • Family Life - Weebly

    Family Life - Weebly

    Trade and Money. Bartering or exchange system. Economically driven (symbolic currency)
  • Plate Tectonics

    Plate Tectonics

    Plate Tectonics The geological theory by Tuzo Wilson that states that pieces of Earth's lithosphere are in constant slow motion. Evidence The SAME FOSSILS on different continents Magnetic patterns found on the ocean floor at along a mid-ocean ridge. Plate...