Cinema is a fun family event to treat their children and offers a rare chance to escape from the demands of everyday life. This is why family brands use cinema to reach the hard-to-reach housewives with children.

1. CINEMA, RADIO AND INTERNET HOUSEWIVES WITH KIDS DCM.CO.UK

2. REACHING HOUSEWIVES WITH CHILDREN MOST EFFICIENTLY THROUGH CINEMA, INTERNET AND RADIO Source : GB TGI Q3 2011 | Base : All 15+ Female Adults Target : Female Main Shopper with children in household * Index against all female adults CINEMA: THE QUALITY BROADCAST CHANNEL

4. FOR THEM... CINEMA IS A FUN FAMILY EVENT TO TREAT THEIR CHILDREN, A RARE CHANCE TO ESCAPE FROM THE DEMANDS OF EVERYDAY LIFE 1. Source : Touchpoints Superhub 3 2010 | Base : All 15+ Adults | Target : Female Main Shopper w/ children in household 2. Source : FAME 2011 | Base : All 15+ Cinemagoers | Target : Female Main Shopper w/ children in household CINEMA: THE QUALITY BROADCAST CHANNEL They trust the advertising they see at the cinema 1 Index 122 Quality time - 41% go to the cinema to spend time with friends / family 1 Index 125 Appointment to view - 41% decide their film a week before their cinema trip 2 Index 113 36% agree their children influence which films they see at the cinema 1 Index 214 25% go to the cinema as a treat / reward 1 Index 126 Sweets & treats, all part of the fun - 60% purchase Popcorn, Pic ‘n’ Mix Sweets or Soft drinks at the cinema 2 Index 126 Get in their seats early / ads part of the event – arrive before the ads and trailers start 1 Index 115

5. ECONOMETRICS: UNILEVER CINEMA DELIVERS A POSITIVE ROI ACROSS ALL MEDIA DCM.CO.UK

6. ACROSS THE UNILEVER FMCG PORTFOLIO CINEMA DELIVERED THE HIGHEST ROI OF ALL MEDIA AT £3.87 2 CINEMA: THE ULTIMATE BRAND EXPERIENCE Highest ROI achieved for channel Lowest ROI achieved for channel ROI (£) Channel UL FMCG Cases 16 39 66 14 104 Source: Mindshare Business Planning. Unilever FMCG database. November 2010. Average ROI for Ben & Jerry’s portfolio = £1.17

7. CASE STUDY: CO-OP ‘PASSIONATE PLEA’ EFFECT OF CINEMA IN THE MIX DCM.CO.UK

9. Source notes: TNS Research. Fieldwork 07-17.02.11. Co-op Case study. Base: All recognising the campaign (Cinema goers n=216; Control n=55) QA6a-f (Prompted) AdEval questions. *Sig test at 95% MOTIVATION LEVELS AMONGST CINEMAGOERS ARE SIGNIFICANTLY HIGHER THAN FOR TV ALONE… * MOTIVATION AMONGST THOSE RECOGNISING THE CAMPAIGN

10. Base: Respondents who recognized ad A6g (Key message – prompted) Control - TV only exposure Source notes: TNS Research. Fieldwork 07-17.02.11. Co-op Case study. Base: All recognising the campaign (Cinema goers n=216; Control n=55).QA6g (Prompted) Agreement with statements. *Sig test at 95% * * Cinemagoers … WITH KEY MESSAGES ALSO RESOUNDING SIGNIFICANTLY BETTER AMONGST CINEMAGOERS AD DIAGNOSTICS AMONGST THOSE RECOGNISING THE CAMPAIGN * *

11. * * * CINEMAGOERS ALSO HAVE BETTER PERCEPTIONS OF CO-OP QUALITY, STOCK LEVELS AND PRICES CO-OP BRAND IMAGE Source TNS Research. Fieldwork 07-17.02.11. Co-op Case study. Sample Base: All aware of Co-op (inc Somerfield). * Sig test at 95% Q6 (Image/Personality Association) * *

12. THANK YOU Contact Sarah Cratchley E: sarah.cratchley@dcm.co.uk DCM.CO.UK