Jägermeister EPOS Analysis

Autumn, 2013

Captive Media ran a multi-venue trial Jägermeister campaign on its interactive washroom units over 8 weeks

• Objective: Assess effectiveness of Captive Media’s washroom engagement marketing system on rate of sale of & propensity to select Jägermeister.

• Locations: • The Exhibit bar in Balham,

London; • Butlin’s in Bognor Regis; • Ta Bouche in Cambridge

• Duration: 10 weeks during October, November and December 2013

• Pre-trial dates: 29th July – 13th Oct

• During-trial dates: 14th Oct – 22nd Dec

Jägermeister in the Captive Media loop 1. Background loop 2. Start screen 3. The Game 4. Ident/Prime Slot

The Study

Jägermeister featured in the background loop, a branded version of “Stop The Penguin”, and on the Ident slot.

• Each of Captive Media’s units played a 90-second loop of visual material, consisting of:

(i) ‘PTV’ entertainment content (ii) Jägermeister advertisements• There was no offer associated with the Jägermeister

campaign

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YOY weekly unit sales since promotion started

Weekly sales significantly higher than the same period last year in all venues

Average weekly Jägermeister sales in 2013 are over 4 times higher at Butlin’s and 40% higher at The Exhibit. At Ta Bouche, average weekly Jägermeister sales are 112% higher - though other factors are at play.

Source: Venues’ EPOS data

+289.6

+146.0

+164.2

2013

2012

Sales per 100 gameplays

During the campaign The Exhibit sold14.6 unit/week more per 100 gameplays. In total, this equates to 82.4 units/week more.*

Average weekly unit sales of Jägermeister / 100 plays on Captive Media

*Based on The Exhibit’s average weekly gameplay of 564.

Average Pre (29-July - 13-Oct) Average During (14-Oct - 22-Dec)0

102030405060708090

100110120

90.3

104.9

The ExhibitJä

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/ 1

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isito

rs+16.19%