how captive media ads helped corona to no.1 spot
DESCRIPTION
Results of an ad campaign using background slots on the Captive Media units at Ta Bouche bar in Cambridge, 2011TRANSCRIPT
Sales impact of Corona Beer promotion on Captive Media System
CambridgeOctober 2011
2
04-Jun 11-Jun 18-Jun 25-Jun 02-Jul 09-Jul 16-Jul 23-Jul 30-Jul 06-Aug 13-Aug 20-Aug 27-Aug
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300
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Corona
Peroni
Pre-Trial Weekly Average438 units
Trial Weekly Average641 units
+ 46.3%
7-Week Trial Period
Weekl
y U
nit
Sale
s
Stockout
The Study
Captive Media ran a trial promotion campaign for Corona beer on its interactive washroom units over seven weeks in summer 2011
• General Objective: Assess effectiveness of Captive Media’s washroom engagement marketing system in driving uptake of a promotional offer for, and overall sales of, Corona, the second top-selling beer at the venue
• Specific Objective: Close the gap in sales volume between Corona and the top-selling beer at the venue, Peroni
• Location: Ta Bouche bar in Cambridge town centre
• Duration: Seven-weeks of campaign run-time from Jul-13 to Aug-27
• Medium: Two Captive Media units in the male washroom
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The Promotion
During the trial, Captive Media’s units displayed two static images of the promotion
2
The Medium
The images appeared as for 10 seconds each as part of a 70-second interactive loop of visual material
Corona Promo
Corona Promo
• The promotion played on two units located above the urinals in the men’s washroom
• When approached by a user, each of Captive Media’s units plays a 70-second loop of visual material, (see timeline, right) consisting of:
(i) ‘PTV’ entertainment content (ii) The Corona promotion
• The Corona promotions occupied two 10-second slots in each 70-second loop
CM Ident
PTV Content
PTV Content
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The Sales Impact (1 / 2)
Result: A 46% lift in average weekly unit sales for the trial period, as Corona overtook Peroni to become top selling beer
04-Jun 11-Jun 18-Jun 25-Jun 02-Jul 09-Jul 16-Jul 23-Jul 30-Jul 06-Aug 13-Aug 20-Aug 27-Aug
Corona 409 393 387 396 535 510 638 656 480 738 493 733 748
Peroni 634 583 527 709 533 695 633 708 905 742 675 566 626
250
350
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550
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750
850
950Corona
Peroni
Pre-Trial Weekly Average438 units
Trial Weekly Average641 units
+ 46.3%
7-Week Trial Period
Weekl
y U
nit
Sale
s
Date (w/e)
Source Venue’s EPOS data
Uplift in Weekly Corona Unit SalesWeekly unit sales volumes of Corona and Peroni before and during the trial period
4
Stockout
04-Jun 11-Jun 18-Jun 25-Jun 02-Jul 09-Jul 16-Jul 23-Jul 30-Jul 06-Aug 13-Aug 20-Aug 27-Aug 03-Sep 10-Sep 17-Sep 24-Sep
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Corona
The Sales Impact (2 / 2)
Pre-Trial Weekly Average438 units
Trial Weekly Average641 units
Post-Trial Weekly Average505 units
Fall in Weekly Corona Unit SalesWeekly unit sales volumes of Corona and Peroni before, during, and after the trial period
Weekl
y U
nit
Sale
s
Date (w/e)
7-Week Trial Period
After the promotion was taken down, Corona sales dropped back towards pre trial levels
5Source: Venue’s EPOS data
- 21%
Captive Media LtdSurprising. Shocking. Amazing.
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