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CASE STUDY: Magners Light Campaign

Provided by i-vu
An Interactive Advertising Campaign ran alongside sampling activity of Magners products and promotional material.

What was the Challenge / Background of the Campaign?

The challenge was to educate females that Magners have a new drink that has substantially less calories than the normal Magners and therefore is a lot healthier. Our medium was ideal to communicate this message as we provide a captive environment where modern fashion conscious women can be reached and engaged more so than a regular TV style ad. This is achieved through our interactive screens and sampling opportunities. We provide fantastic opportunities for brands to run all encompassing campaigns that truly emerse the audience in the advertised brand.

What was the Campaign Objective?

i-vu's female focused salon environment was the perfect platform promote this unique product which is low in calories at just 92 per 330ml bottle to an audience who pays attention to their bodies.

What was the Solution?

Two 30 second promotional video of content played per 45 minute loop. Viewers were encouraged to learn more about Magners Light and the postcard competition by touching the interactive buttons Win and Learn on i-vu's interactive screens. Sampling activity of Magners Light cider took place within ten hair salons. Point of sale materials were displayed within hair salons, the activity included 4 strut cards, 20 tent cards, 5 t-shirts, 50 drip mats and 250 competition postcards.

What were the Results?

The competition encouraged the audience to engage with Magners Light, particularly within the salons that did not participate in the cider sampling activity. It also created an opportunity to capture data of a target group and create brand awareness. A total number of 250 cards were displayed in each salon with a response rate of 1.12%. The response rate for i-vu's interactive buttons were1.32%

What were the Key Learnings of this Campaign?

As the performance statistics show, the Magners Light campaign was successful and popular with staff and clients. Factors contributing to its success were: Frequency of the advertisment - shown twice per 45 minute loop, enabled clients to watch the advert 4 times during an average visit. Appropriate target audience of women aged between 25-44, who are in a receptive indulgent mood. Postcard competition got people engaged. Cider sampling within 10 salons gave clients the chance to experience Magners Light first hand.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsFemale ABC1 audience aged between 25 and 44.
25 - 34
35 - 44
Female
ABC1
NON-TRAD OUTDOOR
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
LondonAll YearBUILD AWARENESS
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