Raising Awareness for Macmillan – Study 6

Captive Media ran a pro bono campaign for the cancer advice and support charity MacMillan. The trial ran over six weeks in November and December 2012 at several client venues.

The objective of the campaign was to raise awareness of the charity and their messaging amongst customers, by means of a 15-second animation to be displayed on Captive Media’s units.

Over two nights, Captive Media carried out intercept interviews with patrons of one of our client venues in London, and found that unprompted awareness of the charity had been lifted 73%, and total awareness by 24%.

For full details of this case study click download to get your own copy of the report.

 


Doubling venue share – Study 5

Captive Media ran an inhouse promotion for Tiger Beer on its interactive washroom units over a seven-week period from the 9th January to the 26th February at the Exhibit Bar in London.

The objective of the trial was to assess the effectiveness of Captive Media’s system in boosting sales of a brand available on site.

The results showed a near doubling of Tiger’s share of bottled beer sales at the venue. Weekly Tiger sales during the Jan/Feb trial period, usually a quiet time of year, were 26% higher than the 2011 average, and even exceeded those during the Christmas peak period. All results are based on the venue’s own EPOS data. The trial was featured in a TV report by German state broadcaster ZDF. Click here to watch the slot.

For full details of this case study click download to get your own copy of the report.

 


Boosting awareness for DrinkAware – Study 4

In collaboration with Ogilvy Neo and Ogilvy One, Captive Media ran a test campaign for Drinkaware, the organisation promoting responsible drinking. The trial ran over 6 weeks in January and February 2012 in a test venue in London.

The objective of the campaign was to assess the effectiveness of Captive Media’s Washroom engagement marketing system in raising awareness of Drinkaware and it’s messaging among drinkers. Captive Media’s screens carried visuals from Drinkaware’s “Why Let Good Times Go Bad” campaign. Captive Media also designed a custom quiz game for Drinkaware, which featured questions about alcohol interspersed with general trivia questions. Unprompted awareness of Drinkaware as a source of the facts about alcohol rose 41%.

For full details of this case study click download to get your own copy of the report.

 


Driving sampling of house specials – Study 3

Captive Media conducted public trials of its washroom media system in Cambridge over four months between July and Oct 2011.

Over an 8 week period, Captive Media’s units ran a static 10 second promotion for the venue’s house spirit of the night; something that could be varied by the venue day by day to manage stock and maximise margin.

Sales uplift was measured using the bar’s own EPOS data to compare sales during the trial to average sales for the year to date prior to the trial.

Sales of the promoted house shots rose by 264 units a week, an uplift of 22% – and more importantly, well over £100 a week of margin to the venue.

For full details of this case study click download to get your own copy of the report.

 


Driving brand switching – Study 2

As part of its first wave of trials in Cambridge between July and October 2011, Captive Media ran a test promotion for Corona Beer. Over an 8 week period, Captive Media’s units ran a static 10 second promotion for Corona. Corona was the no.2 selling beer in the venue, selling an average of 400 units a week. Sales uplift was measured using the bar’s own EPOS data to compare sales during the trial to average sales for the year to date prior to the trial. Sales of Corona during the trial period rose by an average of 203 units a week, to just over 600 bottles a week, an uplift of 46%

For full details of this case study click download to get your own copy of the report.

 


Consumer Reactions to Captive Media – Study 1

Captive Media was first installed in a public venue on July 13th 2011. It was a world first. No-one had ever done anything like this before, and the reaction of customers in the venue – both male and female – and of venue staff – was unknowable. Over the following four months Captive Media used intercept interviewing, conducted by Students from Cambridge University – not Captive Media staff – to measure the reactions of Customers and staff to the system. “How did you find playing the game?”, “Do you remember seeing any of the advertising?”, “Did you take a positive or negative impression of the brands you saw?”

You can see filmed vox pops of common customer reactions here and here. And detailed quantitative reactions in the case study behind the orange button to the right here. Let’s just say that consumer reaction was … enthusiastic.

For full details of this case study click download to get your own copy of the report.