Sales impact of Tiger Beer promotion

on Captive Media SystemLondon

March 2012

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4.21 %

9.74 %

• Objective: Assess effectiveness of Captive Media’s washroom engagement marketing system in driving uptake of a promotional offer for, and overall sales of, Tiger Beer

• Location: The Exhibit bar in Balham, London

• Duration: Seven-weeks of campaign run-time from Jan-9 to Feb-26

• Medium: Captive Media units in the male and female washrooms. Five units in total – 4 in the men’s, 1 in the women’s

The Study

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Captive Media ran a trial promotion campaign for Tiger Beer on its interactive washroom units over seven weeks in early 2012

• The dynamic promotion (right) featured a 20 second animation optimized by Captive Media to the environment

• Large simple graphics and text• Product image on screen continuously• Limited, simple animation to draw the eye

• Both assets carried the offer message “4 bottles for £10”

• The static promotion (below) featured a series of eleven still images from Tiger’s Facebook page, intended to leverage their existing marketing assets and social media strategy

• Each asset appeared in rotation, on screen for 10 seconds

During the trial, Captive Media’s units displayed two contrasting visuals: one static, one dynamic

The Promotion

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• The promotion played on four units located above the urinals in the men’s washroom, and one unit beside the hand-drier in the ladies washroom

• Each of Captive Media’s units plays a 90-second loop of visual material, (see timeline, right) consisting of:

(i) ‘PTV’ entertainment content (ii) Third-party advertisements (iii) The Tiger promotion

• The Tiger Beer promotions occupied an 20-second slot and a 10-second slot in each 90-second loop

• Watch a video clip of the campaign showing in this loop at:

The Medium

Tiger Promo

Tiger Promo

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The promotions appeared as part of a 90-second loop on Captive Media’s units

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CM Ident

PTV Content

3rd Party Ad

PTV Content

PTV Content

http://www.youtube.com/watch?v=lWl9CC3G2rc

The Impacts

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A total of 132,648 impacts were delivered during opening hours across the five units, at an average of over 20,000 a week

Tiger Promotion ImpactsWeekly video and still image impacts of Tiger promotion during opening hours

Source: Captive Media, BroadSign digital content monitor feed

Week 1

Total4,153

Week 2

Total21,461

Week 3

Total20,587

Week 4

Total21,267

Week 5

Total21,829

Week 6

Total21,407

Week 7

Total21,945

Impa

cts D

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09-Ja

n11

-Jan

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n15

-Jan

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n23

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25-Ja

n27

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n31

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02-Fe

b04

-Feb

06-Fe

b08

-Feb

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b12

-Feb

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b0

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Opening Hour Impacts - Static

Opening Hour Impacts - Dy-namicOpening Hours - Total Washroom Visits

Period Total

132,648

Sales Impact (1/3)

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

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4.21 %

9.74 %

2011 (Jan Wk 2 - Feb Wk 4)2012 (Jan Wk 2 - Feb Wk 4)

Source: Venue’s EPOS data6

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

Tige

r Wee

kly

% o

f sal

es

2011 2012

Jan Wk 2

Jan Wk 3

Jan Wk 4

Feb Wk 1

Feb Wk 2

Feb Wk 3

Feb Wk 4

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1002012 unit sales (via offer)

2012 unit sales

2011 unit sales

Wee

kly

Unit

Sale

sSales Impact (2/3)

2012 average 56.3

2011 average 20.1

Tiger Beer Sales at Venue 2011 – 2012Weekly unit sales

Source: Exhibit EPOS data

180%

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Results: Average weekly sales for the period rose +180% year-on-year … with only 1/3 of sales on promotion

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44.5

54 56.3

Long-Run Average (2011 Jun Wk 2 - 2011 Nov Wk 4)

Christmas Peak (2011 w/e Dec 4 - w/e Dec 25)

Promotion Period (2012 Jan Wk 2 - 2012 Feb Wk 4)

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Sales Impact (3/3)

26 %

Results: sales during the Jan-Feb trial period were 26% up on the 2011 long run average, and higher even than the Christmas peak average

Sales at different times of the yearWeekly Tiger unit sales during the promotional period versus previous period averages

Aver

age

Wee

kly

Sale

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Source: Exhibit EPOS data

2011 average Christmas Peak Captive Media Trial

The Coverage

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German state broadcaster ZDF ran a piece on Captive Media which showcased the Tiger promotion• ZDF broadcast to all 37 million households in Germany

• In February, ZDF ran a feature piece on Captive Media which featured the Tiger promotion as an illustration of the system’s power to influence purchase decisions

• The clip, which can be viewed at http://www.youtube.com/watch?v=A0tFd-MWhlM, featured positive responses from the bar’s customers and staff (see film strip, right)

• The report continues: “underlying the fun there is a serious business purpose, as the 55 seconds which a man spends is an ideal opportunity to promote a message to an engaged audience at their point of need”

• The footage illustrates the point with a shot of the Tiger promotion, followed by one of the barman reaching into the fridge and taking out two bottles of Tiger in preference to the bar’s top selling beer, Sol (pictured to the right)

• Julian Pace, manager of the Exhibit Bar, wraps up by explaining: “people are now purchasing one or two extra drinks per visit … which, on a weekly basis, adds up to quite a lot”

Captive Media LtdSurprising. Shocking. Amazing.

www.captive-media.co.uk

https://twitter.com/#%21/Captive_Media

http://www.youtube.com/user/captivevideos

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