This document provides case studies for several companies that used OGGIDigital's in-store digital screens at The Warehouse stores to promote their brands and products. McDonalds, Coca-Cola, Mars Bar, Radio Live, Hoyts, Manukau Institute of Technology, ASB, NZTA, and Contact Energy are highlighted for their successful digital campaigns. Key benefits noted include the network's national reach, targeting flexibility, and ability to cost-effectively deliver advertising messages to a large verified in-store audience.

1. CASE STUDIES
August 2010
www.oggidigital.co.nz

2. CASE STUDY – McDonalds
CLIENT = McDonalds Family Restaurants
STRATEGY = Value offering
Client feedback:
• McDonalds used OGGIDigital to promote Value
Picks menu items for 2 reason’s:
1. Synergies between the value credentials
of the Warehouse, and those of the Value
Pick menu offerings.
2. The coverage into regional areas – pick
and choose stores for different campaigns
and exclude stores that do not match the
geographical footprint.
• Additionally the flexibility of the inventory
system software allows for easy targeting of
specific day parts to align with the different
Opening – 10.30am 10.30am – closing menu offerings.
Justin Watson, Director of Marketing,
McDonald’s Restaurants (NZ) Ltd

3. CASE STUDY – Coca-Cola
CLIENT = COCA-COLA
STRATEGY = drive channel sales
• Coca-Cola were interested in testing the
effectiveness of OGGIDigital to boost sales in
TWL stores during the current All Blacks promo
campaign
• To test the effectiveness OGGIDigital selected
20 key stores with static material utilised in
other media repurposed and animated
• Sales in the 20 key stores were compared with
the week prior to the trial and a sample week
selected at random from the previous quarter
• Sales for all Coke Zero SKU’s were measured

4. CASE STUDY – Coca-Cola

5. CASE STUDY – Coca-Cola
RESULTS:
• For the week prior to the TWL campaign
commencing there was a 20% uplift in Coke
Zero SKU’s versus the sample week – this can
be attributed to the increase in activity for the
Coke Zero campaign
• For the trial week the results were conclusive –
a 77% increase in sales for week 1 of the TWL
campaign versus the previous week
• Furthermore there was an increase in sales for
week 1 of the trial versus the sample week of
113%
• These increases held into week 2 of the trial
with a further 12% increase in week 2 versus
week 1

6. CASE STUDY – Mars Bar
CLIENTS = MARS BAR
STRATEGY = Extend reach of existing campaign
• MARS were interested in broadening the reach
of their “Mars Your Day” campaign
• OGGIDigital was able to repurpose strategically
selected static creative used in other media to
fit the TWL context
• Result = unrivalled coverage into areas of New
Zealand that have limited media access
• For the 2 weeks of the trial versus the two
weeks previous to the trial there was a 49.75%
increase in sales of 53g Mars Bar

7. CASE STUDY – RADIO LIVE
CLIENT = Radio Live
STRATEGY = Regional / Proximity
• RADIO LIVE is interested in targeting the
key markets of Auckland and Wellington
leading into survey period
• The geo-targeting capabilities of the TWL
network allow RADIO LIVE to promote
the frequency relevant to the Auckland
and Wellington regions
• RADIO LIVE is also able to save
considerable investment in the
production and installation associated
with other OOH media options
• The vast majority of shoppers visit a TWL
store in vehicles – exiting the store is the
perfect opportunity to influence their
radio listening choice and provide them
Wellington stores Auckland stores with a frequency reminder

8. CASE STUDY – NEW MOON

9. CASE STUDY – NEW MOON
CLIENT = HOYTS
CAMPAIGN = NEW MOON
STRATEGY = Raise awareness and build excitement pre release
• Campaign duration = 2 weeks Saturday to Sunday
• HOYTS were interested in utilising OGGI Digital’s TWL network to raise
awareness of the cinematic release of New Moon – the second movie in the
Twilight saga.
• HOYTS also wanted to build excitement pre-release. This was achieved by
developing an interactive TCT component.
• Whilst in the queue at TWL customers were able to TXT for their chance to win
exclusive double tickets to the New Zealand premiere.
• We were able to deliver HOYTS an audience alignment perfect for the release
of this title. Analysis of the TWL via the Panorama database show us positive
skews towards females, families across all socio groups and 18-24 age groups.
• Furthermore we are able to implement a geo targeting strategy by isolating
Auckland only stores – this delivered a total of 407,500 opportunities to see
per week or 1,047,857 over the total campaign duration.
• The TXT promotion delivered significant results with over 1000 unique entries,
over the first weekend proving that customers are engaging with the screens.
• Total entries over the campaign

10. CASE STUDY – MiT
CLIENT = Manukau Institute of Technology
CAMPAIGN = Enrolment
STRATEGY = Reach core target audience and family decision
makers in South Auckland
• MiT is one f the premier education and training institutions
in New Zealand, established in 1970.
• The main Campus is in the City of Manukau, Auckland
• Although internationally focused it’s main constituents are
drawn from the local region
• The family is an important focus and plays a crucial role in
decision making regarding tertiary education
• Through OGGI Digital MiT has been able to target both
potential students (skews to Next Generation) and key
family members (skews to HHS and Families across all socio
groups)
• We have been able to target stores in the South Auckland
region only including – Airport, Botany Downs, Clendon,
Manukau, Sylvia Park, Pukekohe and Papakura
• 4 different creative executions were delivered on rotation
ensuring creative was engaging and on brand

11. CASE STUDY – MiT

12. CASE STUDY – ASB
CLIENT = ASB
CAMPAIGN = Kiwi Bank Since 1847
STRATEGY = Deliver a message to consumers whilst they are under
stress reinforcing the ASB service levels
Objectives:
1. To extend the reach of ASB “kiwi since 1847” campaign
2. Capitalise on the increased audience numbers and frequency
levels delivered via TWL during the Xmas trading season
3. Plus an opportunity to capitalise on the “kiwi” alignment of the
TWL audience and the key messaging requirements of ASB
4. Deliver a message pertinent to the Xmas shopping and holiday
season environment
5. Leverage the Xmas shopping and holiday season mind set to
deliver a message, which focuses the shopper on ASB’s core
brand cues and service delivery levels

13. CREATIVE EXECUTION
Flight 1: Dec 12 – Dec 31

14. CREATIVE EXECUTION
Flight 2: Jan 1 – Jan 24

15. IN SITU PHOTOGRAPHY
DOWNTOWN
Weekly Potential Audience levels in Downtown Store is 20,500

16. NZTA CASE STUDY
CLIENT = NZTA
CAMPAIGN = Intersections
STRATEGY = Target TWL customers in high risk regions
Objectives:
• To reduce the number of accidents in “high risk” regions as a result of failure to
stop or give way at intersections
• Utilize the geo-targeting capability of the TWL network to reach customers in
these “high risk” regions
• Target TWL shoppers as they are exiting the store - high proportion of TWL
shoppers visit a TWL store location in their vehicles
• Deliver an “intersections, it’s your call” reminder at a relevant time
• Repurpose existing TVC collateral to ensure consistency of messaging plus deliver
a compelling and impactful message

17. CAMPAIGN DETAILS
High Risk Regions Defined as those areas where there areas that have a
higher number of intersection crashes as a result of failure
to stop or give way
TWL Stores Utilizing the geo-targeting capabilities of the TWL network
we were able to target 46 stores within high risk regions
Dates 4 flights from March – June 2010
Campaign Duration 10 weeks
Ad Rotations 42,000 over all 4 flights
Opportunities To See From the 46 TWL stores = 772,500 consumers per week or
(OTS) total OTS of 7,725,000 over the campaign period
Exposures 15,666,000 across all screens over the total campaign
Spot Duration 16 sec
Creative Creative strategy involved a cut down of the existing 16”
TVC to ensure consistency across both mediums. The
landscape creative was “letterboxed” across the portrait
screens to accommodate the creative and create further
impact
CPM $7.28

18. CREATIVE EXECUTION

19. IN SITU PHOTOGRAPHY
DOWNTOWN
Weekly Potential Audience levels in Downtown store =
20,500

20. IN SITU PHOTOGRAPHY
GLENFIELD
Weekly Potential Audience in Glenfield store = 17,500

21. Contact Energy CASE STUDY
CLIENT = Contact Energy
CAMPAIGN = Contact Rock Gas Bottle Fill
STRATEGY = Reach resent purchasers of 9kg gas bottles as they exit TWL
Objectives:
• Encourage TWL shoppers to fill their recently purchased
9kg gas bottles with Contact Rock Gas Bottle Fill.
• Maximise the value alignment between the Contact Rock
Gas Bottle Fill offering and the TWL audience.
• Direct TWL shoppers to participating outlets.

22. CAMPAIGN DETAILS
TWL Stores All TWL stores nationwide
Dates 23rd May – 25th July
Campaign Duration 9 weeks
Ad Rotations 37,800 over all 4 flights
Opportunities To See 10,800,000 opportunities to see (OTS) over the campaign
(OTS) duration
Exposures 14,099,400 (= total ad rotations x number of screens)
Spot Duration 8 sec
Creative The creative execution proved to be both compelling and
engaging with an appropriate level of animation at the
start of the spot to capture the consumers attention. This
followed with relevant information directing consumers to
a course of action.
CPM $4.52

23. CREATIVE EXECUTION

24. IN SITU PHOTOGRAPHY
DOWNTOWN
Weekly Potential Audience levels in Downtown store = 20,500

25. IN SITU PHOTOGRAPHY
SYLVIA PARK
Weekly Potential Audience in Sylvia Park store = 30,500

26. SUMMARY OF ATTRIBUTES
 New innovative technology
 Mass audience delivery
 Immediacy
 National coverage
 Flexible targeting
 Day part or day specific capabilities
 Verified audience
 Cost efficient
 No installation costs
 Low production costs
 Proven model