PURINA ONE CASE STUDYADCENTRICITY

www.thelbma.com

August 2011 | Slide 1 of 5

ADCENTRICITY BACKGROUND

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• Location Based Digital Ad Network powered by AdVenue.

• Provides opportunity to engage a monthly audience of 555MM consumers in HD quality.

• Utilize standard and complex hypertargeting to deliver advertiser messages to venues and screens that meet their target audience profiles.

CAMPAIGN OVERVIEW

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• Purina ran a 15 sec ad on 305 screens in Walmart Smart locations within a 10- mile radius around city centers.

• Advertised its Purina One brand exclusively in Walmart.

• Special in-store displays were served as a complement to the ad campaign on the network.

CAMPAIGN OBJECTIVES

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To introduce revitalized branding and packaging to the Canadian market

Increase sales in both “full grown” and “puppy” categories

CAMPAIGN RESULTS

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Campaign Length: Dec. 2010- Feb. 2011

Number of active shoppers: 1 million

Ad plays: 6, 148, 800

Impressions: 8, 705, 312During and after the campaign, Purina achieved a double digit

sales lift.