Results of an ad campaign using background slots on the Captive Media units at Ta Bouche bar in Cambridge, 2011

1. 1000
900
800
7-Week Trial Period
2Corona
Peroni
Weekly Unit Sales
700
600
+ 46.3%
500
Stockout
400
Trial Weekly Average
Pre-Trial Weekly Average 641 units
300
438 units
200
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
Sales impact of
Corona Beer promotion
on Captive Media System
Cambridge
October 2011

2. 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
1

3. The Promotion
During the trial, Captive Media’s units displayed two static images of the promotion
2

4. The Medium
The images appeared as for 10 seconds each as part of a 70-second CM Ident 5
interactive loop of visual material
10
15
• The promotion played on two units
located above the urinals in the 20
men’s washroom PTV Content
25
• When approached by a
user, each of Captive Media’s 30
units plays a 70-second loop of
visual material, (see timeline, right) Corona
Promo 35
consisting of:
(i) ‘PTV’ entertainment content 40
(ii) The Corona promotion
45
• The Corona promotions occupied
PTV Content
two 10-second slots in each 70- 50
second loop
55
60
Corona
Promo 65
70
3

5. 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
Uplift in Weekly Corona Unit Sales
Weekly unit sales volumes of Corona and Peroni before
and during the trial period
1000
7-Week Trial Period Corona
900
Peroni
800
Weekly Unit Sales
700
600
+ 46.3%
500
Stockout
400
Trial Weekly Average
Pre-Trial Weekly Average 641 units
300
438 units
200
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
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
Date (w/e)
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
Source Venue’s EPOS data
4

6. The Sales Impact (2 / 2)
After the promotion was taken down, Corona sales dropped back towards pre trial
levels
Fall in Weekly Corona Unit Sales
Weekly unit sales volumes of Corona and Peroni
before, during, and after the trial period
800
7-Week Trial Period
Corona
700
Weekly Unit Sales
600
- 21%
500
Trial Weekly Average
641 units
400
Post-Trial Weekly Average
505 units
300
Pre-Trial Weekly Average
438 units
200
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
Date (w/e)
Source: Venue’s EPOS data
5

7. Captive Media Ltd
Surprising. Shocking. Amazing.
www.captive-media.co.uk
https://twitter.com/#%21/Captive_Media
http://www.youtube.com/user/captivevideos