Captive Media digital washroom advertising case studies | Captive Media

 

 


Anthony Nolan’s Election Game

Anthony Nolan’s limited-edition election game allowed men to throw tomatoes at the leaders of the seven political parties. A direct hit on an ‘M-Pee’ registered as one vote in the poll of unpopularity, and all votes were tallied online in real time to produce a running ‘anti-poll’ of the leader’s standings.

The press took notice. Reuters and RTL sent film crews to cover the game launch, Brand Republic, The Guardian, Lifehacker and Wallblog all wrote about the game. The campaign resulted in 23,531 web visitors, and 1572 Donor Registrations – a rise of 74.9%

 

 


Boosting MatchPint’s Guinness Redemptions

MatchPint ran a promotion with Guinness that offered 2-4-1 pints of Guinness during The Six Nations 2015. Captive Media helped promote the offer in 11 venues.

The campaign helped double the number of offer redemptions compared to control venues. In-venue downloads of the MatchPint app almost trebled compared to control venues

 

 


Captain Morgan Game

Captive Media ran a four week campaign for Captain Morgan across 10 locations across central London. The campaign consisted of a background slot and a specially-commissioned game called The Captain’s Cannon

In three test venues, average weekly sales of Captain Morgan were over 12% higher than during the eight weeks prior. YOY analysis also found that sales were up by 25% on the same time in 2013. Further, exits polls discovered that unprompted recall of Captain Morgan was 80% and that 88% of players would tell their friends about the game.

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Jagermeister Promotion

Captive Media ran an eight week test campaign for Jagermeister at three locations across the UK.

Sales of Jagermeister were higher compared to the same period the year before at each location by percentages ranging from 40 to 112%. Further, we introduce our new “Propensity to Select” measure, an index of a brand’s sales in-venue over time which is normalised for fluctuations in overall footfall (something only Captive Media can measure). The measure thus provides a truer picture of the effectiveness of promotional activity – and makes comparisons between sites and regions more meaningful

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Raising Awareness for Macmillan

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%.

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Doubling venue share

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.

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Boosting awareness for DrinkAware

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%.

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Driving sampling of house specials

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.

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Driving brand switching

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%

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Consumer Reactions to Captive Media

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.

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