Post on 22-Jan-2015
description
transcript
Captive Media Customer Responses &
EPoS Results
Captain MorganLondon
June 2014
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Combined Average0
20
40
60
80
100
120
140
Average Pre Average During
12%
Captive Media were asked to create an interactive game as part of Captain Morgan’s UK summer campaign
Captain Morgan’s summer activation, to coincide with the world cup, imagined what would happen if you fired a football from a cannon
New content was filmed on Camber Sands, of the Captain and his crew ‘testing’ the Brazuca ball.
This content featured on You Tube and the Captain’s Facebook page, (where it has garnered 7500 views and 1200 likes)
Captive Media’s role was to help bring this to life for consumers by devising a penalty shoot out challenge they could actually play for themselves, “The Captain’s Cannon”
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The campaign played on twenty screens in 10 Bars across London
Player detected
Ambient Loop
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45
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PTV Content
Interactive Session
Branded Welcome Screen
Branded game
Branded Game Over
Seconds
Ambient Loop resumes
BrandedLeaderboard
Ad Slot
PTV Content
RSS Feed
The content comprised one ‘ambient loop’ slot and a bespoke game, ‘The Captain’s Cannon’
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We assessed the campaign’s impact through a combination of intercep interviews and analysis of EPoS data
The Study
• Objective: Assess customer responses and sales uplift to Captain Morgan campaign on Captive Media’s Washroom media system.
• Location: 10 bars in central London
• Duration: One month campaign Dates: June 2nd 2014 – June 29th 2014
• Measurement Methods:
• Interviews: 60 interviews of male customers.
• Collected over three nights in three separate venues
• 50 had played “The Captain’s Cannon”
• EPoS Analysis: Sales data collected from three London venues
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Questionnaire (supplied by Diageo)
1) Can you remember which brand you saw on the game?2) To what extent do you agree or disagree with the following
statements? (regarding the game) 1. I enjoyed playing the game2. The game is clever3. This is better than most ads for alcoholic drinks4. It is the sort of things I would talk about with friends
3) To what extent do you agree or disagree (regarding Captain Morgan specifically)
1. The game makes me view Captain Morgan as different
2. Captain Morgan is leading the way with this game3. The game makes Captain Morgan seem more fun4. I am more likely to purchase a Captain Morgan
Sales
EPoS Data: Collected from Three venues: Zoo Bar, The Loop & The Exhibit
Data covered:• The 4 weeks of the campaign• The 8 weeks prior to campaign (control
1) • The same four weeks in June during
2013 (control 2)
Data collected was • total Captain Morgan sales• total category sales (rum).
The analysis tested impact at each stage of the marketing funnel
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Results:
Campaign length: 4 weeks (June 2 – June 29th)
Penalty Shoot Outs served: 33,767
(Goals scored: 560,000)
View the vox pop video summary athttp://youtu.be/uo1oDVzxXbM
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See Play Recall0
10
20
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40
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60
70
NoYes
No.
of P
eopl
e
Unprompted recall of Captain Morgan of those who played game was 80%
Did you see the screens?
95%
5%
87.7%
12.3%
80%
20%
Note:Of the 10 people who played the game but did not recall Captain Morgan, 7 had not heard of Captain Morgan before, and didn’t recognise the brand even when prompted.
Did you play the shootout?
Do you remember what brand(s) you saw?
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Few among those we spoke to were already regular Captain Morgan drinkers
Percentage0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
6
20
40
34
Q: How often do you drink Captain Morgan?
NeverRarelyOccasionallyFrequently
The Results : Customer Reactions
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Overwhelming positive reaction to the game
I enjoyed the game The game is clever This is my kind of advert This is better than most ads for alcoholic drinks
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
48
24
8
24
36
58
22
52
718
60
20
1 0
840 0 2 0
Definitely Agree Quite Agree Somewhat Agree Hardly Agree Do not Agree at all
Q: “To what extent do you agree or disagree with the following statements”
The Results : Customer Reactions
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More interesting is how the game made people feel about Captain Morgan
The game make
s me vi
ew CM as m
ore fu
n
…Captain Morg
an as differe
nt
…Captain Morg
an is le
ading the w
ay
I would te
ll frie
nds about t
he game0%
10%20%30%40%50%60%70%80%90%
100%
44
8 6
46
42
3630
42
6
32 46
8418
1644 6 2 0
Definitely Agree Quite Agree Somewhat Agree Hardly Agree Do not Agree at all
Q: “To what extent do you agree or disagree with the following statements”
The Results : Purchase Intention
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Expressed purchase intention shows an interesting profile
• 40% of players stated that they were more likely to buy a Captain Morgan & Cola as a result of the game
• 34% disagreed with the statement, and the remaining 26% were unsure
Q: “To what extent do you agree or disagree with the following statements”
Percentage0%
20%
40%
60%
80%
100%
8%
32%
26%
26%
8%
Do not Agree at AllHardly AgreeSomewhat AgreeQuite AgreeDefinitely Agree
"I am more likely to purchase a Captain Morgan & Cola"
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The Results : EPoS
Average weekly sales up 12.4% compared to 8 weeks prior, and up 25.9% from 2013
Weekly Averages
Venue 1
(Exhibit)
Venue 2 (Loop)
Venue 3 (Zoo)
Average
Pre 76 75 173 108
During 75 87 203 122
% Diff -2% 15.8% 17.3% 12.4%
Combined Average0
20
40
60
80
100
120
140
2014: Pre Vs During
Average Pre Average During
Aver
age
Wee
kly
Sale
s
Combined Average0
20
40
60
80
100
120
140
YOY
June 2013 June 2014
Aver
age
Wee
kly
Sale
s
12.4%
25.9%
Weekly Averages
Venue 1 (Exhibit)
Venue 2 (Loop)
Average
June 2013 67 61 64
June 2014 75 8781
% Diff 11.2% 42% 25.9%
3 venues 2 venues
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The Results : EPoS
This is in the context of a significant drop in Rum Category sales over the month of June
Weekly Averages Venue
1 (Zoo)
Venue 2 (The
Exhibit)
Venue 3 (loop)
Total
Pre 4048 1994 350 6393
During 2657 1589 305 4552
% Diff -34.4% -20.3% -12.8% -28.8%
Average Weekly Rum Category Sales. Before and During trial
Zoo The Exhibit Loop0
500
1000
1500
2000
2500
3000
3500
4000
4500
8 Weeks Prior weekly averageTrial weekly average (June 2014)
-28.8% avg
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The Results : EPoS
Captain Morgan bucked this trend
Weekly Averages
Venue 1
(Zoo)
Venue 2 (The
Exhibit)
Venue 3 (loop)
Total
Pre 4048 1994 350 6393
During 2657 1589 305 4552
% Diff -34.4% -20.3% -12.8% -28.8%
Average Weekly Rum Category Sales. Before and During trial
Zoo The Exhibit Loop0
500
1000
1500
2000
2500
3000
3500
4000
4500
8 Weeks Prior weekly average
Trial weekly av-erage (June 2014)
Zoo The Exhibit Loop0
50
100
150
200
250
8 Weeks Prior weekly average
Trial weekly av-erage (June 2014)
Average Weekly Captain Morgan Sales. Before and During trial
Weekly Averages
Venue 1
(Zoo)
Venue 2 (The
Exhibit)
Venue 3 (loop)
Average
Pre 173 76 75 108
During 203 74.5 87 122
% Diff 17.3% -1.5% 15.8% 12.4%
-28.8% avg
12.4% avg