1

Not another washroom media

2

Meet the generation … who have switched off to traditional media

“we have lost the power to interrupt”

[Bo Helberg, Ogilvy]

“We have too much going on in our lives for you to

reach us. We like to discover. “Things that seek

us: bad. Things we discover: good”

[Josh Spear, Undercurrent]

Note 1) Source: Media Matters

• Consumers :

• out and about more, but

• harder to engage

• want to discover new experiences

• exposed to over 600 advertising messages a day1

• filtering like never before

3

• Captive audience – 55 seconds• Interactive, so has a return path for advertisers

• Highly engaging

We are building a new media channel in licensed retail

5

Intuitive

Hygienic

Newsworthy

Enjoyable

0 10 20 30 40 50 60 70 80

Agree

Disagree

% of total responses

Customers were asked whether they thought Captive Media’s system was . . .

“Fun, pleasurable, fulfilling!”

“Genius! Alan Sugar would be

impressed”

“One of the best ideasI’ve heard of, absolutely

genius”

“Funny, innovative,clever idea”

Source: survey of 50 respondents, conducted between July to October 2011 2

“That is awesome!That is like a man’s

dream”

Male consumers, 18-35, love it

“Took a photoand showed my

mates!”WATCH: Customer

Reactionswww.youtube.com/v/nyKOEcWz2Zo?autoplay=1

6

25%

Tiger’s Sales Share at VenueWeekly Tiger unit sales as % of total weekly bottled beer unit sales

0

2

4

6

8

10

12

4.21 %

9.74 %

Source: Venue’s EPOS data

2011 2012

Note. This is one of a number of test promotions conducted since July 2011. For full details of this and other trials see www.captive-media.co.uk/case-studies

• Tiger Beer ran a promotion on-screen in Jan/Feb 2012

• They used a number of different creative executions

• Tiger’s share of bottled beer sales at the venue more than doubled

• Average weekly sales nearly tripled compared to the same period last year

• Sales even topped the peak Christmas period

Result: unprecedented cut through. Example 1: Doubling a bottled beer’s sales

To view actual footage of this particular promotion click here

7

25%35%

41%

20%

Never Seen Units Seen Units0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

45%

48%

30%17%

Unprompted Prompted Neither

Total awareness of Drinkaware% of all respondents

25%35%

41%

20%

Note. This is one of a number of test promotions conducted since July 2011. For full details of this and other trials see www.captive-media.co.uk/case-studies

Example 2: 41% awareness boost for Drinkaware

We created an interactive quiz game, where alternate questions concerned the facts about alcohol

8

Current and Forthcoming campaigns…

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London roll out underway now.30 top bars in the city and west end. Launch: June 2014

Examples:

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Hip bar and pool venue in the heart of Clerkenwell drawing a sports and music-interested crowd

Relaxed bar right at the heart of Tech City in Shoreditch. Full of entrepreneurs. Table tennis and games theme.

Slightly older smarter bar, though with strong comedy theme: some major comics play here.

Large and lovely destination venue. Bar, diner, cinema all in one.

Bar and club. Young Professional crowd. DJ nights

As central as it gets, and towards the smarter end of our spectrum. Think crystal chandeliers and classical statues.

Students! Large numbers of them. Highly international. Will be in party mode during world cup having finished exams. Huge river veranda.

Stylish, contemporary bar near St. Paul’s, recently refurbished. Smarter bar with an affluent audience

Sprawling young venue, over several floors, right on Piccadilly circus.

Gorgeous, large Canary Wharf venue at the historic site of the old Rum Quay.

Example Venues (1/2)

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Super central - on a lovely pedestrian street. A terraced outdoors and a Multi-coloured dancefloor.

Just south of Tower Bridge. Traditional Adnams Pub with lots of tourists drawn to the attractions nearby

Traditional English pub, with cool stylish touches throughout.

Another traditional English pub, oozing authenticity. Media-rich crowd due to its location just off Charlotte Street

A hip and quirky bar, at the heart of influential Hoxton scene. DJ/dance basement.

Super high-end, glamorous, nested set of night clubs in coolest Mayfair

Beautiful waterfront venue overlooking river near St Paul’s. Amazing views.

Large, busy bar by Liverpool Street. Cool vibe, hip décor, and fashionable clientele.

Soho flagship venue of the popular sushi chain, metres from Oxford Street.

Large venue right on Leicester Square, with pedestrian street terrace outside, and downstairs nightclub

Example Venues (2/2)

Demographic: 18-35 AB London Professionals and Socialisers• Young London and city professionals

• High percentage 18-34 singles

• Higher disposable income

• After-work and big night out occasions

• West end “Big Night Out-ers”

• Big night out-ers travelling to central London from within the UK

• Celebration / “treating themselves” mentality

• High interest in Cultural Events, music, travel etc

Summary: Seven advantages of Captive Media

Huge Dwell Time – 90 secs in washroom; 50 secs at screen … just before a purchase decision

Captive – Truly captive. No distractions and impossible to avoid. Interactive and engaging

Talkable – Creates word of mouth. 95% of men tell friends

Flexible. Each screen networked; upload ad copy in minutes. Schedule by day-part

Accountable –logs every game played, reporting by timeslot vs. EPOS data

Targeted Perfect gender targeting: No wastage. (Non-interactive) screens in Ladies

Targeted reach – ABC1 Young Socaializers. 0.5 million 1-minute impacts each month

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“An altogether different experience”Yahoo News

“It’s re-writing the rule book”London Evening Standard

“The Best of British Ingenuity”Forbes

“Makes you wonder, ‘why didn’t I think of that?’”

Smart Planet

“The Next Great Leap In Motion Control”Newsodrome

“Surely it has potential as an Olympic Sport”

Alan Hubbard, The Independent

“The next big leap in gaming is here”Buzz 60

CAPTIVE MEDIA

www.captive-media.co.uk

For Media Specs & Pricing see : Captive Screen & Media Specification

Viewable on Slideshare :http://www.slideshare.net/macsween/captive-media-media-pack