cornerstone case study
TRANSCRIPT
1
CornerstoneCase Study
Nov - Dec 2015
2
Captive Media ran a pilot campaign for Cornerstone in Nov and Dec 2015
• To drive awareness of a targeted audience
• To drive website visits
• To drive sales
• To generate word-of-mouth
• To assess the relative impact of different in-bar media
Objectives
3
It played on 39 screens in bars across the UK
Socialite
Socialite
Socialite
Socialite
Socialite
SocialiteSocialite
Socialite
Socialite
4
The campaign combined loop adverts with NFC beermats and Socialite advertisements
NFC beermatsSocialite advertisement10 second advert played onceper loop, 5 second pre & post roll ads
The campaign ran as follows: Captive screens only – 6 locationsCaptive screens + NFC beermats – 6 locationsCaptive screens + Socialite screens – 7 locationsSocialite screens only – 6 locations
5
The campaign ran from 19th November until 3rd December
week ending
Campaign:
Data Collection:
22nd Nov 29th Nov 6th Dec
Consumer poll
10 sec ad.NFC beermats.Socialite.
5 sec pre & post roll ads.Socialite.
6
Overall the screens were well noticed - by almost 70% of consumers in bars with both screen types
Source: Survey Monkey76 respondents
Note: Percentages are the percentage of respondents in a venue with a particular screen type who had seen the screen
Insufficient data for Socialite only venues
Q: Which screens have you seen?
Venues with both
Captive Media venues only
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%
61.5%
53.2%
Captive MediaBoth
69.2%
53.2%
7
Cornerstone recall was highest in venues with both screens
Venues with both
Captive Media venues only
Socialite Venues only
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0%
38.5%
19.0%
12.5%
Source: Survey Monkey47 respondents
Q: Which promotions did you see on screen?A: Cornerstone
Note: The number of respondents for Socialite only venues was very low – only 8 respondents.
8
In Captive Media only venues total recall of Cornerstone was 23.1%
Source: Survey Monkey 40 respondents
Q: Which promotions did you see on screen?
Betsafe
Uber
Cornerstone
Movember
Guinness
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%
34.6%
26.9%
19.2%
19.2%
11.5%
26.9%
15.4%
3.8%
3.8%
PromptedUnprompted
42.3%
15.4%
61.5%
23.1%
19.2%
9
The Cornerstone brand was well remembered as a shaving company
Source: Survey Monkey 10 respondents
Shaving company
Free razor
£10 off
Any of the 3 steps (NFC beermats)
URL
0.0% 20.0% 40.0% 60.0% 80.0% 100.0% 120.0%
40.0% 60.0%
10.0%
10.0%PromptedUnprompted
Q: What details can you remember of the Cornerstone ad?
100%
10%
10%
10
Source: Survey Monkey
Fantastic
It’s cool, a good
idea
Awesome
Positive, effective advertising
Funny
Adventurous
Interesting
Brand equity impact: strongly positive
Well positioned and noticeable
Source: Survey Monkey 12 respondents