Broadcast of advertising clips on screens at check-outs and product shelves

DESCRIPTION OF CAMPAIGN

Category of product: Alcohol beverage
Tool of sales promotion: 1. Broadcasts at check-outs
Tool of sales promotion: 2. Displays on shelves
Video clip: 35 sec with sound
Campaign period: 2012.11.01 – 2012.11.21
Campaign type: New product
Product pricing: Regular price
Place of sale: 30 Maxima XXX and XX supermarkets
Campaign budget: 13.180 euro / 1 month / 30 super markets

During the research, 3-weeks sales data during and after the advertising campaign have been compared in 30 Maxima XX and XXX supermarkets with the period before advertising campaign. Two sales promotion tools have been used – screens near the cash desks (30 supermarkets) and screens on shelves near the product (4 supermarkets). Image video clip was broadcasted.
RESULTS OF SALES DATAS

Sales data average of 30 supermarkets is provided by percentage in graph:

Source: UAB „Maxima LT”, 2012

According to the sales data submitted by Maxima LT, UAB the sales of the advertised production increased by 545,9%, and after the campaign the sales decreased by 446,6% in comparison with the initial level of sales.

Before the advertising campaign the product was in sale only for one week and it was not promoted. Using BTL (broadcast at in-store screens and “grand” expositions in supermarkets) either ATL advertising tools have been developed high product visibility and sales grew significantly.