Cinema successfully brought a significant shift in brand health metrics to the Hyundai i40 multimedia campaign.

1. HYUNDAI I40
CAMPAIGN: CINEMA’S
CONTRIBUTION TO
THE MEDIA MIX
DCM.CO.UK

2. TOPLINE RESULTS
Cinema successfully brought a
significant shift in brand health
metrics to the Hyundai i40
multimedia campaign.
A positive response to the creative
with increase in enjoyment and
engagement lead to better ad recall.
Cinema delivered deeper message
outtake in conjunction with
heightened brand re-appraisal.
Cinema also helped drive brand
familiarity and increased brand
consideration of Hyundai.

3. BACKGROUND
OBJECTIVES AND ACTIVITY:
A new multi-media campaign (including
print, outdoor and heavy TV) ran for
Hyundai i40 to:
• better understand the impact of the
campaign on key brand health metrics
• build incremental reach
METHODOLOGY:
Using the Hyundai’s brand tracker with a
cinemagoer boost
• Exposed – Cinemagoers who HAVE seen
a film where the ad was in the reel
• Unexposed - Cinemagoers who HAVE
NOT seen a film where the ad was in the
reel
PACKAGE & TARGET AUDIENCE:
14 Oct – 13 Nov 2011
TA: 35 - 55 husbands with children
Film Pack: First 3 weeks of multiple films
and first week of The Adventures of Tin Tin
Source: DCM/Millward Brown 2011

4. HOW DOES THE
RESPONSE TO THE
TV CREATIVE DIFFER
AMONG THOSE THAT
WERE EXPOSED TO IT
IN CINEMA?

5. CINEMA: THE QUALITY BROADCAST CHANNEL
CINEMA EXPOSURE BOOSTS CONSUMER ENGAGEMENT
AND ENJOYMENT
BRANDED IMPACT
‘i40 tracking ‘cinema ‘cinema non- Exposed
total sample’ exposed’ exposed’ difference
% % % +/-
I would definitely remember +15
the ad was for Hyundai
I wouldn’t be sure which car -13
manufacturer the ad was for
I wouldn’t even be sure
that it was a car ad -2
Mean score: 3.29 3.51 2.93 +0.58
Source: DCM/Millward Brown 2011
Base : i40 tracking total sample (324) | Cinema Exposed (157) | Cinema Non-Exposed (92)

6. CINEMA: THE QUALITY BROADCAST CHANNEL
CINEMA EXPOSURE BOOSTS CONSUMER ENGAGEMENT
AND ENJOYMENT Tracking Cinema Total non-
Total sample exposed exposed
COMMUNICATION : Prompted Impressions
Slogan remembrance 17% 23% 13%
How strongly do you think the advertising gave you these impressions?
‘i40 tracking ‘cinema ‘cinema non- Exposed
total sample’ exposed’ exposed’ difference
% % % +/-
i40 Tourer is a new model +3
make fuel-efficient cars * +14
makes stylish and high quality *
cars available to all +15
make stylish cars +6
make desirable cars +7
make technically advanced
cars
+5
make good quality cars +10
is a confident brand +9
is a smart choice -3
make reliable cars +7
offer good value +4
Source: DCM/Millward Brown 2011
Base : i40 tracking total sample (324) | Cinema Exposed (157) | Cinema Non-Exposed (92)
Guideline for strong score: 50%+
* Significant Difference at 95% between the total and exposed group

7. CINEMA: THE QUALITY BROADCAST CHANNEL
CINEMA EXPOSURE BOOSTS CONSUMER ENGAGEMENT
AND ENJOYMENT
RESPONSE
‘i40 tracking ‘cinema ‘cinema non- Exposed
total sample’ exposed’ exposed’ difference
% % % +/-
It made the brand seem more appealing +10
The points made in the ad were
believable +17
It contained new information about the
brand +13
It made me think Hyundai is innovative +12
It made me think differently about the
brand +12
It made me think Hyundai is a brand I
can trust
+30
The points made in the ad were
relevant to me
+24
It made me want to find out more about
the car
+24
It contained different information to
other ads for cars
+26
It made me think the brand is really
different from others
+20
It's the sort of ad I would talk about
with friends
+16
Source: DCM/Millward Brown 2011
Base : i40 tracking total sample (324) | Cinema Exposed (157) | Cinema Non-Exposed (92)

8. IMPACT OF CINEMA
ACTIVITY ON BRAND
HEALTH

9. CINEMA: THE QUALITY BROADCAST CHANNEL
CINEMA ACTIVITY HAS BOOSTED BRAND CONSIDERATION
Tracking sample Cinema Cinema non Difference
% Exposed % - Exposed % exposed +/-
CONSIDERATION Consideration (top 2 box) 27 31 19 +12
Brand feeling : Very positive 32 42 21* +21
Total sample Rolling 16 weekly data
60
With seriously consider
at an all time high
44
40
37% Might consider it
33
29% Would not consdr
26% Seriously Con
20
16
7% Not heard of
6 1.3% First Choice
0 0.7
‘Fluid Metal’ ‘True quality matters’ 997 ‘i series’ 908 996 1700 821
797 619 1046 ‘Harmony, trust...’ 620 433
250 515 ‘Style, space...’
Hyundai
0
2608 282 9686
250
Hyundai Total £
0
2008 2009 2010 2011
Source: DCM/Millward Brown 2011
Base : Total sample (435)
*based on total non-exposed

10. THANK YOU
DCM.CO.UK