Nokia N93.indd

Short Description
Adam Johnson -Multimedia Marketing Manager, Nokia. Source: Glass. Nokia N93. case study. For more information contact your Val Morgan Cinema Network …

Website: www.valmorgan.co.nz | Filesize: 290kb

Content
Research Objectives
?To assess the recall of the commercial in cinema and assess the effect of cinema on brand awareness and perception.
Methodology
Male moviegoers aged 25-54 were recruited from six cinema locations in Sydney and Melbourne and invited to participate in an on-line
survey. The test cell was recruited from movies featuring the Nokia ad, the control cell recruited from other movies playing at the location.
Interviews were completed up to two weeks after the cinema visit.
Results
Sample characteristics
?Avid moviegoers - 7 in 10 going to the cinema monthly or more
often
?Higher than average levels of personal income
?Well educated
?Skewed 25-34
Brand & Advertising Awareness
Although already a clear market leader, Nokia top of mind brand
awareness and spontaneous advertising awareness for Nokia was
magnifi ed by the cinema activity.
After visual prompting the Nokia ad was recalled by 88% of those
with an opportunity to see - a staggering recall level given that
interviews were conducted upto 2 weeks after the cinema visit.
Ad Perceptions
Exposure to the ad in cinema enhanced perceptions about the ad.
“Our experience with the Nokia N93 campaign has proven…