Captive Media Test Campaign Results

MacMillan Cancer

London January 2013

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Captive Media ran a trial campaign for MacMillan Cancer on it’s interactive washroom units over a six-week period in early 2013

The Study

•  Objective: Assess effectiveness of Captive Media’s Washroom engagement marketing system in raising awareness of MacMillan and it’s messaging among customers

•  Location: The Exhibit bar in Balham,

London

•  Duration: Two months of campaign run-time from November to January

•  Measurement Method: Intercept

interviews of customers •  Source: 38 interviews – 24 male,

14 female •  Period: 2 separate nights in

January  

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The Campaign

The campaign comprised a 15-second animated advert copy

•  MacMillan provided a dynamic animation copy, shown above

•  The goal of the campaign is to raise awareness of MacMillan as a source of information, advice, and support

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5 10 15 20 25 30 35 40 45 50 55 60 65 70

The Medium

•  The promotion played on two units located above the urinals in the men’s washroom

•  Each of Captive Media’s units plays a

continuous 70-second loop of visual material, (see timeline, right) consisting of:

(i) ‘PTV’ entertainment content (ii) The MacMillan campaign copy •  The campaign also featured on the women’s

units, which are positioned beside the mirrors and hand-dryers (pictured left); here it was part of a 120-second loop of material

The campaign animation was part of the background loop of visual content on Captive Media’s digital screen units

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The Results : Awareness

The campaign raised unprompted awareness of MacMillan by 73%, and total awareness by 24%

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Not Seen Seen

No Recall

Prompted Recall

Unprompted Recall

•  Customers were asked to name cancer-related charities in order to gauge unprompted recall of MacMillan

•  Customers were also asked which charities they recognised from a list including MacMillan, to gauge prompted recall

•  The sample group of 38 respondents were divided into those who said they recalled seeing the campaign on the Captive Media units (17) and those who did not (21)

% O

f Re

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24%

73%

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Total Awareness Of MacMillan Percentage of Responses

Results : Reactions

Customers were asked whether they would recommend the charity to a friend : 47% would consider it

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Don't Know

Sometimes

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Sample : 17 Respondents

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en

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47%

Would You Recommend MacMillan to a friend? No. Of Responses

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Executive Summary

•  Objective : Assess effectiveness of Captive Media’s washroom engagement marketing system in raising awareness of MacMillan and it’s messaging among customers

•  Delivery : A 15-second animated visual was played as part of the background loop of content on three digital screens (2 in the men’s washroom and 1 in the women’s)

•  Assessment : Intercept interview were carried out with customers to gauge prompted and unprompted awareness of the MacMillan campaign among those who recalled seeing it on the digital screens and those who did not

•  Results : The campaign raised unprompted awareness of MacMillan by 73%, and total overall awareness (prompted and unprompted) by 24%

•  Reactions : 47% of customers would consider recommending MacMillan to a friend

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