Investment Case

CAPTIVE MEDIA

How To Make Drinking in Moderation Cool

“At the moment it is difficult for people to know when they are at their limit, but wouldn't it be better if you did? ”

Heineken Frontier Brief

• Captive Media is developer of specialist technology for engaging Consumers inside

licensed retail venues

• We apply this technology for drinks, consumer product and entertainment brands, as

well as for public service and public health messaging

• Our Better Beer Experience submission describes how Captive Media’s system can

bring Heineken to top-of-mind for consumers in the venue, through its fun, talkability,

captive audience and integration with mobile

• This submission outlines how we can harness these factors to the specific goal of

encouraging responsible drinking

This is a companion application to our ‘Better Beer Experience’ Submission to Heineken Frontiers

Note 1) Source: Media Matters

• Our starting point: the consumer’s

relationship to media has changed! Traditional media are less effective for Gen Y consumers

• Our focus: achieving “cut through” through a uniquely novel and talkableexperience in the bar

• The battleground: Leisure venues: bars, clubs, restaurants, initially in the UK – but with global ambition

• Our philosophy: do something different!

At Captive Media we think deeply about ‘nudging’ consumer behaviour at the point of sale

Our Influences:Engagement

• The new path to purchase: McKinsey estimate that 40% of all purchase decisions are make at the point of sale. For drinks brands this can be as high as 70%

• Thaler and Sunstein: Nudge. Influencing consumer behaviourrequires different a different approach. Gamification is a powerful tool

• Ogilvy Labs: a test bed for new customer engagement technologies. We are an Ogilvy lab partner

• Our thinking on encouraging responsible drinking is informed by collaboration and discussion over a number of years with these organisations (left)

Responsible Drinking

“Tell”Educating you

“Tally”Help you keep track of how

many you’ve had

“Warn”Giving feedback on your

state

Delivering facts and

messages in as engaging a

way as possible, ideally

close to the point of need

Counting drinks or units,

somehow, and displaying a tally

Measuring something in real

time. Taking some kind of

reading from the INDIVIDUAL

and presenting back data

ExamplesAdvertising: posters, in

venue media, apps and

Apps like Orderella,

Wristband displays

Digital Cup holders

Push notification apps

Personal breathalisers

Other biometric devices, all

“sobriety/impairment tests”

Pros and Cons

Ineffective unless it can be

brought to top of mind at

the point of need – ie IN THE

VENUE

Require active participation of

the user during the night. Lack

the power to ‘interrupt’

Most powerful strategy to

change behaviour. BUT – risk

that it encourages ‘drinking up

to the limit’

Part of this proposal

Yes No Yes

To promote drinking in moderation there are three strategies: “tell”, “tally” and “warn”

Making Drinking in Moderation Cool

Source: Captive Media, IAS, other collaborators

25%

35%

41%

20%

45%

48%

30%

17%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Never Seen Units Seen Units

Unprompted Prompted Neither

Total awareness of Drinkaware

% of all respondents

25%35%

41%

20%

Note. This is one of a number of case studies of Captive Media’s effectiveness. For full details of this and other case studies

see www.captive-media.co.uk/case-studies

We created an interactive quiz game, where alternate

questions concerned the facts about alcohol

Our system is proven in promoting responsible drinking. For Drinkaware, we raised awareness by 41%

Our system works by engaging every male consumer in the bar, and extending that engagement onto their mobile

• Captive Media Engages EVERY male consumer in the bar – not just those with a particular app. And it often does so several times during the evening

• The captive audience, and interactive nature of the tech mean recall rates are exceptionally high – typically over 80%

• Each venue generates 3-4000 such engagements each month, that’s over 150,000 each month across the current installed base. We served almost 2 million games last year

• In selected venues we also install screens in the ladies washrooms, beside mirrors and handdryers

1 Flip to Mobile

• With a user’s full attention, Captive Media delivers a call to action just as the user zips up to go

• Examples: Try brand x, enter the leaderboard, claim your prize, have a water etc.

• The call to action parlays all further interaction to the user’s mobile device.

• We integrate with Twitter and Facebook• We are examining NFC, BLE and other

‘handshake’ technologies to smooth the process further

• We already offer global leaderboards for any game, allowing competition between friends, cities, states (as in one current US example) or even countries (!) as we did during the London Olympics

• We can also offer vouchers for prizes• We can work to integrate with apps, a

required

2 Call to ActEngage 3

Game Idea 2: Know your UnitsGame Idea 1: Drinking Myth-buster

A Tetris-style game where as different drinks ‘fall’ down screen you need sort them onto the right tray.

As the drinks appear and then move down the screen you must move them left or right so that they land on the tray that represents the alcoholic units they contain.

Once players have ‘run out of stream’, the game will end and they will be presented with a screen detailing the number of units contained in some popular drinks.

Players will leave with a better understanding of how many units drinks contain, encouraging them to be more responsible about how much they drink.

In our Myth-busting quiz, players are presented with popularly held ‘facts’ about drinking and need to determine by ‘aiming’ left or right whether they are true or false.

Short, quick-to-read ‘Facts’ appear on-screen along with 2 buttons, ‘true’ or ‘false’. Players have 2-3 seconds to ‘aim’ left or right to select their answer.

While fun to play, ultimately this quiz is about educating people on the facts around alcohol consumption, arming them with the truth instead of popular ‘myths’ and thus enabling them make the right decisions towards drinking responsibly.

For Heineken, we propose three alternative ideas: Ideas 1 and 2 build awareness of the facts

An indicator of impairment: Reaction Time Game

1 2

3 4

Reaction time is known to slow

when under the influence of

alcohol.

This game provides players the

opportunity to see how quick

their reactions are.

As a Heineken bottle appears

on the bar, you must replace

it with a bottle of water as

quickly as you can.

A timer tells you how quickly

you react with an average

time also appearing.

When you have run out of

steam, a leaderboard

appears with a prompt to

drink some water to improve

your score next time.

Idea 3 is a “warn” strategy: Reaction Time Test

Process: we’ll work with your team to develop a bespoke game that meshes with your current campaign

Stage 1: Game / Experience Development

We begin by taking a proper creative brief from your marketeers, then follow a four step process: 1) Creative brief

development, 2) Brainstorming / game concept design, 3) Artwork, including sign off, 4) Game coding and testing.

The process end to end can take as little as 6 weeks, and culminates with a light hearted demonstration and testing

event with your team

Stage 2: Deployment / Execution

Where do you want to achieve most impact? In which locations do you most want to trial the technology? Our units

can be installed in a morning. We can agree with you to invest a portion of the prize budget in installing the

technology in venues that best support Heineken’s Marketing themes:

• In or near Champion’s league venues – even stadia

• In selected top music venues – or venues featured in Open London

• In key influencer /style bar venues where Heineken would like to raise awareness while driving the responsible

drinking agenda

Stage 3: Measurement and Feedback

With the game deployed we can measure its impact in three ways

1. We can measure sales impact directly by gathering EPOS data from the venues at which the game is playing

2. We interview customers in the bar (alongside a control group) to measure things like brand recall, brand association

and even purchase intention. You can see examples at www.captive-media.co.uk/case-studies/.

3. We can also film footage of customer’s emotional reaction to the activation. It is the strength of this reaction – and

the conversations it starts – which constitute the greatest value. See an example here or at

https://www.youtube.com/watch?v=2a6gKCIida0

Summary: Six advantages of Captive Media

Well timed – 90 secs in washroom; 55 seconds

at screen … just before next purchase decision

Captive – Truly captive audience. No distractions and impossible to avoid.

Interruptive and engaging

Targeted Reach – Perfect gender targeting: up to 10,000 impacts per month per venue. (Non-

interactive) screens in Ladies

Talkable – Creates Zealots. Lots of them. 90% of men tell friends

Flexible. Each screen networked; ad copy can change by day / time of day / weather!

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