In-Bar Advertising Nets 63% Higher Recall
Ambient advertising in bars and clubs for UIP’s 8 Mile delivered spontaneous ad recall figures that were 63% higher than those for TV, press, cinema and outdoor activity alone, according to research from youth marketing agency 2cv.
The study shows that a campaign which ran across Translucis’ Magnetic Network in 230 bars and clubs across the UK, increased the number of people going to see the controversial Eminem film by 36%.
A 30-second trailer for the film was shown four times every hour and Translucis claims that around 1.3 million people visit a bar or club containing its Magnetic plasma-screen ad network in an average week (see Translucis Ad Screens Prove Magnetic).
Sue Aitken, marketing and development director at Translucis, commented: “We know bar goers talk about what they see on our screens. The 8 Mile campaign demonstrated the Magnetic effect of generating word of mouth at a key time when they’re considering what to do next on their night out.”
Aaron Quinn, from Mediaedge CIA, which booked the campaign, added: “Magnetic gave us an effective way to reach the young target audience of 8 Mile. The channel significantly impacted awareness of the campaign.”
Translucis has secured a variety of big brands to advertise across its network and the medium is particularly popular with alcohol and film advertisers keen to reach the valuable youth market. Last year Stella Artois signed up to advertise the its outdoor film screenings via its digital media network (see Translucis To Promote Stella Via Magnetic Network).
According to a recent report from Blade, Translucis and Maiden are leading the digital outdoor market in terms of revenue generation. However, Blade also noted that Viacom’s XTP system and in-store screens are needed to make this sector account for any real share of the market (see Out Of Home Billings Grew By 2.5% During 2002).
Translucis: 020 7016 0000 www.translucis.com
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