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DCM CASE STUDY: LLOYDS TSB
London 2012
Background
Lloyds TSB were one of the official sponsors of the London 2012 Olympics. This
sponsorship was to help position LTSB as being at the heart of the community
and a key objective of the sponsorship was to ensure that local communities
were at the heart of the sponsorship.
To help leverage their sponsorship, a campaign ran across a number of different
media including TV, VOD and Cinema.
Why Cinema?
Get closer to the games
Cinema played an important role in extending the reach and resonance of
LTSB’s London 2012 partnership.
The creative flexibility that cinema offers meant that LTSB could run a 90”
creative in the Silver Spot position for 3 weeks prior to the start of the
Olympics to deliver a deeper message to cinemagoers.
Advertiser
Lloyds TSB
Coverage
National – 90” copy
Media Agency
MEC
This meant that cinema could not only deliver incremental reach on top of
other media, but could deliver a more engaging message to those already
exposed due to the extended creative and immersive environment.
Creative Agency
RKCR Y&R
Target
LTSB customers &goes
non-customers
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toAudience
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Duration
July 2012
– can
run to two lines.
DCM CASE STUDY: LLOYDS TSB
London 2012
ACTIVITY IMPACT
SPONSORSHIP IMPACT
+69%
Stand out
+50%
Positivity
Appeal
Cinemagoers are 83% more
likely to consider Lloyds TSB as
a result of the London 2012
sponsorship
+41%
Creating differentiation: 69% more likely to say the
creative stands out from other advertising
(Cinema exposed = 27%, Non-cinema exposed = 16%)
Generating positivity: 50% more likely say the activity
felt positive / upbeat
+28%
(Cinema exposed = 46%, Control = 36%)
+50%
(Cinema exposed = 36%, Control = 24%)
Leading to advertising that appeals: 41% more likely to say
they watched it closely because it is very appealing
(Cinema exposed = 29%, Control cell = 23%)
SUMMARY
• The creative used in Cinemas delivered additional standout
vs. the broader campaign. Higher levels of appeal and
positivity followed on as a result.
More likely to say they understand why
they sponsor the event and it fits
More likely to say the sponsorship makes
them feel better about LTSB
(Cinema exposed = 30%, Control = 20%)
+83%
More likely to consider LTSB as a result of
their London 2012 sponsorship
(Cinema exposed = 11%, Control = 6% - T3B)
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• Delivering an enhanced message to cinemagoers meant that
the link between LTSB
and London
was enhanced,
– can
run2012
to two
lines.
with the effect of increasing favourability and
consideration of LTSB