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How The Guardian used till screen ads for World Cup success

How The Guardian used till screen ads for World Cup success

Best practice from RMI.

The brief

The Guardian wanted to support sales by promoting the quality of their editorial coverage during the World Cup.

New readers are best recruited at the weekends and The Co-operative stores represent a sizeable market share and opportunity for The Guardian to invest in retail media.

This digital screen campaign put together by Retail Marketing International Limited (formerly abc media) was targeted at young affluent urbanites and core Guardian mid-week readers.

Solution

Over 7,000 digital screens were used to cover the three weekends (Friday through to Sunday) from 11 June 2010.

The ten-second advertisement ran every two minutes with a vibrant and colourful film featuring the now infamous vuvuzelas.

Results

The campaign certainly outperformed the England team, with Guardian UK newspaper sales at the Co-operative outperforming non-promoted stores by 2.7%.

The level of sales generated delivered a pleasing cost per acquisition cost and was seen as a successful ROI on media.

The campaign ran; 4th-6th June, 10th-12th June and 16th-18th June on 7,342 screens and delivered 11,089,285 impacts.

Kai Muxlow- Head of Newspaper Sales commented, “The Co-operative digital screens enabled us to leverage our message at the right time and right place.

“The integration of the creative is key to our investment in retail media. We are pleased with the results of the campaign will be looking at how we can work with digital media again in the near future.”

AJR
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