Sales impact of

Corona Beer promotion on Captive Media System

Cambridge

October 2011

2

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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

Corona

Peroni

Pre-Trial Weekly Average 438 units

Trial Weekly Average 641 units

+ 46.3%

7-Week Trial Period

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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

The Promotion

During the trial, Captive Media’s units displayed two static images of the promotion

2

The Medium

The images appeared as for 10 seconds each as part of a 70-second interactive loop of visual material

Corona Promo

Corona Promo

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

•  When approached by a user,

each of Captive Media’s units plays a 70-second loop of visual material, (see timeline, right) consisting of:

(i) ‘PTV’ entertainment content (ii) The Corona promotion •  The Corona promotions occupied

two 10-second slots in each 70-second loop

CM Ident

PTV Content

PTV Content

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

3

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

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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

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

Corona

Peroni

Pre-Trial Weekly Average 438 units

Trial Weekly Average 641 units

+ 46.3%

7-Week Trial Period

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Source Venue’s EPOS data

Uplift in Weekly Corona Unit Sales Weekly unit sales volumes of Corona and Peroni before and during the trial period

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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

Corona

The Sales Impact (2 / 2)

Pre-Trial Weekly Average 438 units

Trial Weekly Average 641 units

Post-Trial Weekly Average 505 units

Fall in Weekly Corona Unit Sales Weekly unit sales volumes of Corona and Peroni before, during, and after the trial period

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7-Week Trial Period

After the promotion was taken down, Corona sales dropped back towards pre trial levels

5 Source: Venue’s EPOS data

- 21%

Captive Media Ltd Surprising. Shocking. Amazing.

www.captive-media.co.uk

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