CASE STUDIESAugust 2010

www.oggidigital.co.nz

CLIENT = McDonalds Family Restaurants

STRATEGY = Value offering

Client feedback:

• McDonalds used OGGIDigital to promote Value Picks menu items for 2 reason’s:

1. Synergies between the value credentials of the Warehouse, and those of the Value Pick menu offerings.

2. The coverage into regional areas – pick and choose stores for different campaigns and exclude stores that do not match the geographical footprint.

• Additionally the flexibility of the inventory system software allows for easy targeting of specific day parts to align with the different menu offerings.

Justin Watson, Director of Marketing,

McDonald’s Restaurants (NZ) Ltd

Opening – 10.30am 10.30am – closing

CASE STUDY – McDonalds

CLIENT = COCA-COLASTRATEGY = drive channel sales

• Coca-Cola were interested in testing the effectiveness of OGGIDigital to boost sales in TWL stores during the current All Blacks promo campaign

• To test the effectiveness OGGIDigital selected 20 key stores with static material utilised in other media repurposed and animated

• Sales in the 20 key stores were compared with the week prior to the trial and a sample week selected at random from the previous quarter

• Sales for all Coke Zero SKU’s were measured

CASE STUDY – Coca-Cola

CASE STUDY – Coca-Cola

RESULTS:

• For the week prior to the TWL campaign commencing there was a 20% uplift in Coke Zero SKU’s versus the sample week – this can be attributed to the increase in activity for the Coke Zero campaign

• For the trial week the results were conclusive –a 77% increase in sales for week 1 of the TWL campaign versus the previous week

• Furthermore there was an increase in sales for week 1 of the trial versus the sample week of 113%

• These increases held into week 2 of the trial with a further 12% increase in week 2 versus week 1

CASE STUDY – Coca-Cola

CLIENTS = MARS BAR

STRATEGY = Extend reach of existing campaign

• MARS were interested in broadening the reachof their “Mars Your Day” campaign

• OGGIDigital was able to repurpose strategically selected static creative used in other media to fit the TWL context

• Result = unrivalled coverage into areas of New Zealand that have limited media access

• For the 2 weeks of the trial versus the two weeks previous to the trial there was a 49.75% increase in sales of 53g Mars Bar

CASE STUDY – Mars Bar

CLIENT = Radio LiveSTRATEGY = Regional / Proximity

• RADIO LIVE is interested in targeting the key markets of Auckland and Wellington leading into survey period

• The geo-targeting capabilities of the TWL network allow RADIO LIVE to promote the frequency relevant to the Auckland and Wellington regions

• RADIO LIVE is also able to save considerable investment in the production and installation associated with other OOH media options

• The vast majority of shoppers visit a TWL store in vehicles – exiting the store is the perfect opportunity to influence their radio listening choice and provide them with a frequency reminderWellington stores

CASE STUDY – RADIO LIVE

Auckland stores

CASE STUDY – NEW MOON

CLIENT = HOYTSCAMPAIGN = NEW MOONSTRATEGY = Raise awareness and build excitement pre release

• Campaign duration = 2 weeks Saturday to Sunday• HOYTS were interested in utilising OGGI Digital’s TWL network to raise

awareness of the cinematic release of New Moon – the second movie in theTwilight saga.

• HOYTS also wanted to build excitement pre-release. This was achieved bydeveloping an interactive TCT component.

• Whilst in the queue at TWL customers were able to TXT for their chance to winexclusive double tickets to the New Zealand premiere.

• We were able to deliver HOYTS an audience alignment perfect for the releaseof this title. Analysis of the TWL via the Panorama database show us positiveskews towards females, families across all socio groups and 18-24 age groups.

• Furthermore we are able to implement a geo targeting strategy by isolatingAuckland only stores – this delivered a total of 407,500 opportunities to seeper week or 1,047,857 over the total campaign duration.

• The TXT promotion delivered significant results with over 1000 unique entries,over the first weekend proving that customers are engaging with the screens.

• Total entries over the campaign

CASE STUDY – NEW MOON

CLIENT = Manukau Institute of TechnologyCAMPAIGN = EnrolmentSTRATEGY = Reach core target audience and family decision

makers in South Auckland

• MiT is one f the premier education and training institutionsin New Zealand, established in 1970.

• The main Campus is in the City of Manukau, Auckland• Although internationally focused it’s main constituents are

drawn from the local region• The family is an important focus and plays a crucial role in

decision making regarding tertiary education• Through OGGI Digital MiT has been able to target both

potential students (skews to Next Generation) and keyfamily members (skews to HHS and Families across all sociogroups)

• We have been able to target stores in the South Aucklandregion only including – Airport, Botany Downs, Clendon,Manukau, Sylvia Park, Pukekohe and Papakura

• 4 different creative executions were delivered on rotationensuring creative was engaging and on brand

CASE STUDY – MiT

CASE STUDY – MiT

CLIENT = ASB

CAMPAIGN = Kiwi Bank Since 1847

STRATEGY = Deliver a message to consumers whilst they are under stress reinforcing the ASB service levels

Objectives:1. To extend the reach of ASB “kiwi since 1847” campaign2. Capitalise on the increased audience numbers and frequency

levels delivered via TWL during the Xmas trading season3. Plus an opportunity to capitalise on the “kiwi” alignment of the

TWL audience and the key messaging requirements of ASB 4. Deliver a message pertinent to the Xmas shopping and holiday

season environment5. Leverage the Xmas shopping and holiday season mind set to

deliver a message, which focuses the shopper on ASB’s core brand cues and service delivery levels

CASE STUDY – ASB

CREATIVE EXECUTIONFlight 1: Dec 12 – Dec 31

CREATIVE EXECUTIONFlight 2: Jan 1 – Jan 24

Weekly Potential Audience levels in Downtown Store is 20,500

IN SITU PHOTOGRAPHY

DO

WN

TOW

N

CLIENT = NZTA

CAMPAIGN = Intersections

STRATEGY = Target TWL customers in high risk regions

Objectives:

• To reduce the number of accidents in “high risk” regions as a result of failure to stop or give way at intersections

• Utilize the geo-targeting capability of the TWL network to reach customers in these “high risk” regions

• Target TWL shoppers as they are exiting the store - high proportion of TWL shoppers visit a TWL store location in their vehicles

• Deliver an “intersections, it’s your call” reminder at a relevant time

• Repurpose existing TVC collateral to ensure consistency of messaging plus deliver a compelling and impactful message

NZTA CASE STUDY

CAMPAIGN DETAILS

High Risk Regions Defined as those areas where there areas that have a higher number of intersection crashes as a result of failure to stop or give way

TWL Stores Utilizing the geo-targeting capabilities of the TWL network we were able to target 46 stores within high risk regions

Dates 4 flights from March – June 2010

Campaign Duration 10 weeks

Ad Rotations 42,000 over all 4 flights

Opportunities To See (OTS)

From the 46 TWL stores = 772,500 consumers per week or total OTS of 7,725,000 over the campaign period

Exposures 15,666,000 across all screens over the total campaign

Spot Duration 16 sec

Creative Creative strategy involved a cut down of the existing 16” TVC to ensure consistency across both mediums. The landscape creative was “letterboxed” across the portrait screens to accommodate the creative and create further impact

CPM $7.28

CREATIVE EXECUTION

Weekly Potential Audience levels in Downtown store = 20,500

DO

WN

TOW

NIN SITU PHOTOGRAPHY

Weekly Potential Audience in Glenfield store = 17,500

GLEN

FIELDIN SITU PHOTOGRAPHY

CLIENT = Contact Energy

CAMPAIGN = Contact Rock Gas Bottle Fill

STRATEGY = Reach resent purchasers of 9kg gas bottles as they exit TWL

Objectives:

• Encourage TWL shoppers to fill their recently purchased 9kg gas bottles with Contact Rock Gas Bottle Fill.

• Maximise the value alignment between the Contact Rock Gas Bottle Fill offering and the TWL audience.

• Direct TWL shoppers to participating outlets.

Contact Energy CASE STUDY

CAMPAIGN DETAILS

TWL Stores All TWL stores nationwide

Dates 23rd May – 25th July

Campaign Duration 9 weeks

Ad Rotations 37,800 over all 4 flights

Opportunities To See (OTS)

10,800,000 opportunities to see (OTS) over the campaign duration

Exposures 14,099,400 (= total ad rotations x number of screens)

Spot Duration 8 sec

Creative The creative execution proved to be both compelling andengaging with an appropriate level of animation at thestart of the spot to capture the consumers attention. Thisfollowed with relevant information directing consumers toa course of action.

CPM $4.52

CREATIVE EXECUTION

Weekly Potential Audience levels in Downtown store = 20,500

DO

WN

TOW

NIN SITU PHOTOGRAPHY

SYLVIA

PAR

KIN SITU PHOTOGRAPHY

Weekly Potential Audience in Sylvia Park store = 30,500

New innovative technology

Mass audience delivery

Immediacy

National coverage

Flexible targeting

Day part or day specific capabilities

Verified audience

Cost efficient

No installation costs

Low production costs

Proven model

SUMMARY OF ATTRIBUTES