Results of a campaign to promote house shots at Ta Bouche bar in Cambridge, using in-house movie and poster in background loop on Captive Media units

1. Weekly Unit Sales
1900
1800
1700
1600
8-Week Trial Period
3
1500
1400
1300
+ 22%
1200
1100
Trial Weekly Average
1000 1472 units
900 (+ 264 units per week)
800 Pre-Trial Weekly Average
700
1208 units
600
500
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
Date (w/e)
Sales impact of
In-House Shots promotion
on Captive Media System
Cambridge
October 2011

2. The Study
Captive Media ran a trial campaign for an in-house shots promotion on its interactive
washroom units over eight weeks in summer 2011
• Objective: Assess effectiveness of Captive Media’s
washroom engagement marketing system in
driving uptake of an in-house promotional offer for
shots
• Location: Ta Bouche bar in Cambridge town
centre
• Duration: Eight-weeks of campaign run-time from
Jul-13 to Sep-04
• Medium: Two Captive Media units in the male
washroom
1

3. The Promotion
During the trial, Captive Media’s units displayed the simple static image below
• This was a promotion for the bar –
not any one of its suppliers
• The promotion itself was not brand-
specific, allowing the bar to vary
the drink offered by their own
discretion
• As a ‘house special’ offer, this kind
of promo is especially valuable to a
venue, allowing it to manage
stock, and boost margins
• A simple static image was shown –
with no animation or video element
2

4. The Medium
The promotion appeared as part of a 75-second ambient loop of 5
CM Ident
visual material
10
15
PTV Content
20
• The promotion played on two units
located above the urinals in the men’s
25
washroom
30
• When not in use, each of Captive
Media’s units plays a 75-second loop Shots
35
of visual material, (see timeline, right) Promo
consisting of:
40
(i) ‘PTV’ entertainment content
(ii) The shots promotion
45
• The shots promotion occupied a 10-
50
second slot in each 75-second loop PTV Content
55
60
65
70
75
3

5. The Sales Impact
Result: an uplift of 264 units a week, or 22%, in average weekly unit sales of house
shots
Uplift in Weekly House Shot Unit Sales
Weekly unit sales volumes of house shots before and
during the trial period
1900
8-Week Trial Period
1800
1700
1600
Weekly Unit Sales
1500
1400
1300
+ 22%
1200
1100
Trial Weekly Average
1000 1472 units
900 (+ 264 units per week)
800 Pre-Trial Weekly Average
700
1208 units
600
500
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
Date (w/e)
Source: Venue’s EPOS data
4

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