Skittles X Fruit Ninja

Objective:

Skittles took advantage of the UK’s most effective CTN panels to target millions of mobile motoring CTN consumers. Skittles used unmissable 6 sheets to dramatically influence high spending impulse shoppers and communicate it’s brand and values. Using NFC and QR technology Skittles also wanted to raise awareness of their new mobile game ‘Fruit Ninja’.

Effectiveness:

• 89% of respondents thought our Motorway Service Area was an appropriate place to advertise Skittles
• 61% of respondents recalled seeing ‘poster advertising for a sweet brand’ on the day
• 73% of respondents recalled the Skittles advertisement when prompted
• 80% of respondents thought the advertising message was relevant and having an NFC code was an exciting extra element
• 60% are more likely to try Skittles, after seeing our poster advertising

EPOS Results:

EPOS data showed a stunning increase of 27% in sales* of Skittles for the period of the campaign and remained the highest selling confectionary during this time.

NFC Results:

An average of 44 interactions per day and 1.8 interactions per poster.

Audience:

Over 2 weeks the poster hit over 18 million individuals with 113 million impacts. These individuals spent on average 60% more per head than high street convenience consumers.

Sources: Moto EPOS data, and Admedia Independent research in conjunction with Market Management.

Astellas

Objective:

To reach females nationwide and raise awareness of the fact that an overactive bladder condition can be treated. To do this, they booked female Washroom Panels throughout Motorway Service Areas (MSAs). Astellas wanted to encourage females to speak to their GP, call the telephone number or visit the website to obtain an accompanying booklet. The campaign was working with the Bladder & Bowel Foundation.

Effectiveness:

78% of respondents recalled the advertising when prompted

56% of respondents noticed the Direct Response Tear Off Slips

67% of respondents would keep it for reference- long lasting effect

33% of respondents would call the telephone number

88% of respondents said the poster was useful

Washrooms Panels were the second most noticed advertising format out of TV, magazines and the tube.

*Source: Market Management Research