At the last DCM Cinema Awards, DFS was the recipient of the award for ‘Best Use of Dynamic Targeting in Cinema’ for their use of Cinema and Mobile Proximity messaging in their Winter Sale campaign. But how did this use of cinema affect media performance?
This year furniture retailer DFS decided that promoting its sale windows on TV was no longer enough to drive its business forward and that there were only so many ‘value seekers’ to be converted from advertising on the channel.
Cinema would be its next destination and not only would the brand be a newcomer to the medium, it would enter the space with a smart and dynamic campaign.
As part of the company’s ambition to become the first billion-pound sofa manufacturer, the plan was to target ‘quality seekers’ in cinemas. But instead of focusing on the latest in-store deals on the big screen, the brand opted to tell stories of the people behind the products in a change of direction.
At the end of the ad, cinemagoers were driven to their mobile devices where the retailer’s full range of sofas and pricing were presented, making for a seamless transition between platforms and maximising engagement in the moment.
MediaCom ran a footfall attribution study which allowed it to track those exposed to the cinema/ mobile activity (vs. a control non-exposed group). This allowed the agency to measure the impact of cinema by attributing any increase at stores back to the activity. This campaign is the best example of the most advanced use of mobile-synced targeting in cinema to date.
In terms of media performance, the cinema activity performed 8% better than the average ROI in the campaign and 32% higher than TV. This leads to the conclusion that innovative, joined up media activity can achieve the incremental gains that all businesses need to grow and thrive.
For a brand that had not previously used cinema as part of their media campaigns, these results proved the decision to introduce cinema was a resounding success.
Posted by Daniel Breyer, Econometrician, Business Science