Kit Kat

Cinema reaches the right target audience.

Executive Summary

The study was designed to evaluate the effectiveness of showing a new Kit Kat ad in the cinema environment, in terms of:

• Recall of the ad
• Impact of the ad
• Perception of messages
• Reactions towards the ad 

Background

This was a new creative for Kit Kat targeting the younger, discerning chocolate eater.

The campaign was targeted towards 15-34 year olds and the study was the first bespoke cinema advertising study conducted by the cinema industry in Ireland.

The Solution

The Kit Kat advert ran on cinema only for 4 weeks through August 2000.

Kit Kat capitalised on:

• The impact of the big screen at capturing the audience's attention
• An audience who, as cinemagoers, appreciated the cinematic humour of the creative
• The unique cinema environment where the consumer becomes more involved in the brand compared than when they watch it on TV.

Research was conducted by MRC on behalf of CSA.  Interviews were conducted among a sample of cinemagoers exposed to the ad on the big screen vs. a control sample of respondents, who had not been to the cinema since the campaign began.

Respondents were contacted the day after recruitment and were not aware they would be asked about advertising.

The Creative

A brand new campaign, solus to cinema, with 2 creatives in the reel. One 30" ad and one 10" ad.

The Results

• Findings indicate an increase in 'front of mind' awareness of brand:

- High spontaneous recall of advert - 13%

- 'Front of mind' for those who purchase Kit Kat is significantly higher again

- Spontaneous recall 18% and total recall - 56%

• Feedback indicates the new Kit Kat creative is very appealing to the target audience

       - Amusing, enjoyable and innovative

• 63% of cinemagoers are more likely to purchase a Kit Kat
• 52% of cinemagoers aged 15-34 watch less than 2 hours of TV each day
• 81% of cinemagoers consume bars of chocolate at least several times a week.

Media Agency:    Mindshare
Research Agency:    MRC
Campaign Date:    August 2000
Cinema Campaign:    4-week CAP
Media Mix:    Cinema only