BARCLAYCARD MOBILE PAYMENTS

CINEMA CASE STUDY

Date: 25.07.11Presented by: Sarah Cratchley

DCM.CO.UK

Source notes: Millward Brown Barclaycard Cinema debrief 22.07.11.

BACKGROUND:Barclaycard ‘Rollercoaster’ ad had been running successfully on TV for almost two years. However, the ability to pay via mobile led to them back to the big screen once again. Accompanied by £2m TV spend and a digital viral element, it was time to fasten your seatbelts…

OBJECTIVES:Investigate if the addition of cinemadelivered an effect in the following areas:

1. Media reach: Does it provide a greater opportunity to strengthen cut through?

2. Excitement: Does it have an impact on creative take-out and emotional connection?

METHODOLOGY: Using the Barclaycard online brand tracker, run by Millward Brown, with a cinemagoer boost

Source notes: Millward Brown Barclaycard Cinema debrief 22.07.11. *Major conurbations = Greater London, West Midlands, Merseyside, Greater Manchester, West Yorkshire, Tyne & Wear, Clydeside & Lothian, South Yorkshire, South Wales and Bristol.

CREATIVE:

• 40 second edit of the Barclaycard ‘Rollercoaster’ mobile payment ad

CAMPAIGN SHAPE:

• 5 week cinema campaign from 3rd June 2011 in major conurbations*

• Shown on 1,800 screens & 7.4 million estimated viewings

BUDGET:• £400-600K gross

4Q21. There are some adverts that people remember but never know which brand they are for. Which one of these phrases applies best to this advert?= Significant at a 95% or above/below Cinema post dip

BRANDING

BRAND ASSOCIATION IS ALSO GOOD, STRENGTHENED FURTHER AMONG CINEMAGOERS

CINEMA: THE ULTIMATE BRAND EXPERIENCE

Effective Base: (96) (134)

You couldn't fail to remember it was for

Barclaycard

It is quite good at making you remember it

is for BarclaycardIt is not all that good at

making you remember it is for Barclaycard

It could have been for almost anything

27

43

11

15

5

Mean score:

3.99 3.733.80

7671

Cinema Post Dip%

June Tracking

%

43 38

3333

297

1417

4

UKTracking Norm

%

70

The ‘cinema experience’, which its shared nature tends to lead to greater attention being paid to advertising, making it more memorable, so cinema ads can boost the impact of a TV campaign

– Millward Brown learning

5= Significant at a 95% or above/below Cinema post dip

PROMPTED IMPRESSIONS – ‘I agree…’

STRONG IMPACT & ENJOYABILITY OF CREATIVE IN CINEMA MEANS ROLLERCOASTER DELIVERS HIGH LEVELS OF NEW INFORMATION, TALKABILITY AND BRAND APPEAL

CINEMA: THE ULTIMATE BRAND EXPERIENCE

91

87

86

69

80

81

67

69

36

I enjoyed watching it a lot

It contained new information about the brand

It contained different information to other ads for credit cards

The points made in the ad were relevant to me

The points made in the ad were believable

It made the brand seem more appealing

It made me more likely to use the brand

It's the sort of ad I would talk about with friends

I am fed up with seeing it

70

76

70

42

72

57

39

46

29

62

52

46

49

69

59

43

28

22

UKTracking

Norm%

Cinema Post Dip%

June Tracking%

Q20. Thinking about that advert for Barclaycard please indicate whether you agree or disagree with each of these statements. Effective base cinema post dip – 96 ./ June tracking 134

“Everything seems a little more special in a cinema, it’s dark and it’s on the big screen. Everyone seems to get into the ads more, laughing more than they would at home” - Millward Brown Global cinema project

6= Significant at a 95% or above/below Cinema post dip

PROMPTED IMPRESSIONS

CREATIVE CUT-THROUGH OVERALL IS STRONG, BUT CINEMA HELPS TO PUSH ‘INNOVATIVE’, ‘SIMPLE’ & ‘SERVICES’ MESSAGING…

CINEMA: THE ULTIMATE BRAND EXPERIENCE

Cinema Post Dip%

June Tracking%

57

55

52

45

35

23

15

26

21

11

Makes payments simple

Provides products and services that other credit card

providers don't

Is innovative in introducing new ways of paying for

things

52

55

50

39

29

21

27

21

13

7

Makes life simple

Makes paying for things with your mobile

simple

First ImpressionTotal ImpressionsUK Tracking

Norm32% / 56%

Effective Base: (96) (134)

Q25. Which one of these impressions did the advert give you most strongly about the brand?

7

45

23 26

7

7

65

35

= Significant at a 95% or above/below Cinema post dip

CONSIDERATION

CONSIDERATION FOR BARCLAYCARD IS HIGHER AMONGST CINEMAGOERS PRE THE ACTIVITY AND HAS FURTHER INCREASED POST CAMPAIGN

CINEMA: THE ULTIMATE BRAND EXPERIENCE

First choice

Effective Base: (123) (96) (144)

Seriously consider

(124)

Cinema Pre dip

%

Cinema Post dip

%

Barclaycard Brand

Tracking pre dip%

Barclaycard Brand

Tracking post dip%

Q4. How likely are you to consider choosing each of these credit card brands the next time you take out a credit card?

42

52

29 31

Source notes: Millward Brown Barclaycard Cinema debrief 22.07.11.

BRAND MAGNETISM

The average % of Positive endorsements across the 6 personality dimensions

Minus

The average % of Negative endorsements across the 6 personality dimensions

WHY USE IT?Millward Brown use ‘brand magnetism’ to understand the attractiveness of the brands personality

WHAT IS IT?

9= Significant at a 95% or above/below Pre vs. Post

BRAND MAGNETISM

THE IMPROVEMENTS SEEN AMONG CINEMAGOERS IN THE ‘SOFTER’ AREAS MAKE BARCLAYS PERSONALITY MORE ATTRACTIVE

CINEMA: THE ULTIMATE BRAND EXPERIENCE

70 7363

30 27

68

3135

Average Positive

Average Negative

Brand Magnetism(net positive minus

negative)

Base: (123)

41

Cinema Pre dip

%

(96)

45

Cinema Post dip

%

(144)

28

Barclaycard Brand Tracking

Pre dip%

Barclaycard Brand Tracking

Post dip%

(124)

38

L1 & L2. Which of these words would best describe (BRAND) if it were a person?

Source notes: Millward Brown Barclaycard Cinema debrief 22.07.11.

SUMMARY

Strong creative and soundtrack is well suited to cinema and fuels consumers desire for escapism and entertainment

The cinema context improves the softer side of the brands personality and emotive connections ….

Which ultimately drives consideration, key messaging and brand magnetism for Barclaycard

APPENDIX

Source notes: Millward Brown Barclaycard Research July 2011. *Within specified target conurbations - Greater London, West Midlands, Merseyside, Greater Manchester, West Yorkshire, Tyne & Wear, Clydeside & Lothian, South Yorkshire, South Wales and Bristol

THE RESEARCH PROCESS…CINEMA: THE ULTIMATE BRAND EXPERIENCE

PRE DIP

Have been to cinema in the past week and

seen any film*

POST DIP

Have been to cinema in the past week AND watched a film where the ad is in the reel*

ADS SHOWN

Barclaycard 2011 tracker used as a control (excluding cinemagoers

19th May – 2nd June 24th June – 8th July3rd June – 7th July

Source notes: Millward Brown Barclaycard Research July 2011. *Within specified target conurbations - Greater London, West Midlands, Merseyside, Greater Manchester, West Yorkshire, Tyne & Wear, Clydeside & Lothian, South Yorkshire, South Wales and Bristol

THE METHODOLOGY OF CINEMA RESEARCH VS THE BARCLAYCARD BRAND TRACKER…

CINEMA: THE ULTIMATE BRAND EXPERIENCE

Who?

How?

Weighting?

CinemaBarclaycard continuous

tracking

150 18-65 year old credit card holders who have been to the

cinema* in the last 7 days. Pre and Post the campaign

Each month 300 18-60 year old credit card holders who haven’t been to the cinema in the last

month

Online interviewing using Lightspeed panel partner

Data weighted so Barclaycard account for 15% of the sample in line with market share

THANK YOU

ContactSarah CratchleyT: 020 7534 6363E: sarah.cratchley@dcm.co.uk

DCM.CO.UK