Targeting the right customers and engaging them with an innovative ad unit generated high incremental foot traffic at a low cost.
Crabbie’s objective was to introduce its well-established UK alcoholic ginger beer brand to the US and influence American consumers to purchase its beer from a local store. The Washington, D.C. and Raleigh-Durham markets were strategically selected to align with Crabbie’s Week, during which Crabbie’s hosted themed sampling events at local bars and restaurants. Additionally, the mobile advertising campaign ran concurrently with radio spots to give Crabbie’s an omni-channel approach.
Verve targeted luxury drinkers, working professionals, and young professionals with high discretionary income who would be willing to try a niche flavor. Verve targeted audiences who lived within a certain radius of each store through its patented technology that maps mobile devices to homes. It also used its unique audience segments to target consumers who were the best fit for Crabbie’s brand and most likely to try the beer.
Finding the right audience was only one part of the strategy. The other component was engaging them with the right messaging and creative. Verve used a Tap to Map creative format that highlighted Crabbie’s original flavor plus three new fruity flavors. The map engaged them further by showing the nearest retailers and the consumer’s real-time location on a map.
79,341 NEW STORE VISITS
The campaign successfully drove store visits in the Washington, D.C. and Raleigh-Durham markets, with all targeting tactics performing above or within benchmark. Consumers were observed running a variety of errands, including making stops at local retailers, banks, and restaurants.
STORE CONVERSION RATE: 10.7%
Over 10% of consumers who saw the ad had an opportunity to purchase. The campaign yielded a cost per visit of $1.01, well below the industry-average cost for advertising-influenced store visits.
AVERAGE TIME SPENT IN AD: 22 SECONDS; TAP-TO-SITE RATE: 5.25%
High time spent in ad and high click-through rate to the Crabbie’s website were clear indicators of American interest in the new brand.
Mobile in combination with digital out-of-home is the feul to realize out-of-home audience-based targeting. Mobile is paving the way of DOOH.
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