Butlins sponsor ODEON Kids Club and test the overall efficacy of the campaign.

To test the overall efficiency of the campaign in general and of the 7 minute promotional trailer in particular, this included measuring: - Sponsorship recall - Uplift in brand image - Impact on call to action

To measure the effectiveness of the Butlins campaign and the 7 minute promotional trailer. The test group was made up of ODEON Kids Club cinemagoers. 182 cinemagoers exposed to the ad were recruited after the Kids Club screening with a follow up telephone interview). The control group consisted of non Kids Club cinemagoers. 114 cinemagoers interviewed in or around the areas used for the test cell. *These respondents must not have been to an Odeon Kids (or Odeon children's films in general) in 2009.

After viewing the 7 minute promotional trailer the results included: - High top of mind brand awareness - Impressive cut through and depth of recall of ad - Discussion of ad driven by pester power - Uptake in consideration and call to action

The Butlins sponsorship drove strong ad awareness and the Cinema environment proved to promote a deep message take out which is strong across Butlins' key themes. The cinema environment has helped to generate an impressive cut through and depth of recall The ad is enjoyed and talked about with the majority of conversations involving a degree of pester power. Both the ad and sponsorship have positively impacted call to action. Ultimately there is a strong synergy between Butlins and Kids Club. Strong ad awareness helps deliver impressive top of mind brand awareness.