AA wanted to promote their new advertising message, 'You've got AA Friend' and decided to use cinema as part of their media mix. The AA also wanted to test brand and advertising awareness for the cinema versus other media. The final objective was to understand perceptions and consideration of The AA amongst cinemagoers.

To test brand and advertising awareness on cinema versus other media. To examine communication levels among cinemagoers. To understand perceptions and consideration of AA amongst cinemagoers.

The AA ran a 9 week alternate AGP (audience guarantee pack) from April-August 06, in London and the South East. 200 cinemagoers were recruited prior to the cinema campaign starting, a further 200 cinemagoers were then recruited a week later, once the campaign has started. All of the cinemagoers were recruited in the foyer and phoned back the next day.

Cinema increased advertising awareness amongst the test sample, over and above a heavy TV campaign. Pre=61% Test=80%. There were significant differences between descriptions from the pre-sample and the test sample, including 'all singing' (23% vs 37%), 'all in bright yellow coats' (6% vs 13%) and 'friendly service' (6% vs 11%). The 'You've got AA Friend' strapline also showed a significant increase in recall (5% vs 14%) and whilst it was not quite the correct line, a further 21% of cinemagoers recalled the strapline as 'You've got a friend.'

Using cinema as part of a multi media campaign increases brand and ad awareness as well as increasing the depth of communication & understanding. As a result of the depth of communication, perceptions of the ad were greater amongst the test sample. This is particularly true when looking at the 'Friendly' communication objective which has shifted from 56% to 68% (pre vs test). Finally the cinema campaign has created greater future consideration towards AA. 'AA is the only motoring organization I would ever join' 21% test vs 16% pre test.