Turning Cinema Exposure into Measurable Brand Impact for BYD SHARK

UAE · BYD’s pickup truck · Cinema advertising campaign

▸ The Challenge

BYD entered the UAE pickup truck market with the SHARK, leveraging an already highly recognised brand. The challenge was to build awareness of BYD’s pickup truck offering and determine whether cinema advertising could move audiences beyond awareness to stronger consideration, favourability and purchase intent. Moving Walls, through InsightzClub, measured the incremental impact of the campaign among UAE cinema-goers.

▸ What We Did

▸Measured incremental impact: Conducted a Brand Lift Study comparing 150 cinema-exposed respondents with a 150-person control group.
▸Focused on the full funnel: Measured product awareness, consideration, favourability and purchase intent.
▸Captured audience response: Evaluated ad recognition, attention, likeability and memorability among exposed audiences.
▸Measured real campaign impact: Used statistically significant differences between exposed and control groups to isolate the incremental effect of cinema advertising.

Why it worked: The campaign combined the high-attention environment of cinema with a clear product message. Among exposed audiences, awareness that BYD makes pickup trucks rose from 58% to 96% — a 38-point lift, the largest lift recorded across the study. The campaign also delivered a 7-point lift in consideration, 18-point lift in favourability and 19-point lift in purchase intent, demonstrating that the impact extended beyond awareness into lower-funnel brand outcomes.