Issue Winter 2009

Coke Gets Results with In-Store Digital Media

Coca-Cola, prompted by the dramatic sales uplift of their drink products when promoted on YCD’s AdScreen solution at Aroma Espresso Bars, incorporated in-store digital media into their entire below-the-line (BTL) media plan for 2009. Studies conducted by Coca-Cola Israel showed 16% of the population had visited Aroma and recalled its digital advertising for Coca-Cola Zero. Such levels of aided recall have remained largely unattainable thus far for traditional BTL media. Moreover, 62% of those who recalled the Coke Zero advertising on Aroma screens actually purchased the product – compared to 41% purchase among those who did not recall the digital advertising. Ruth Lurie, the Research & Insights Manager for Coca-Cola Trade Marketing and Sales said “Our latest studies clearly show the impact digital advertising has in the world of BTL communications. Further, they prove that such impact may be measured off-premise and as part of a holistic effort to gauge the separate and combined effectiveness of above-the-line (ATL) and BTL communications.”

These results speak volumes about the impact of targeted, digital promotions at the point of sale on sales uplift. The Coca-Cola data reinforces a principle of digital in-store media that YCD has closely integrated into its digital merchandising suite of solutions – this is a medium that can and should be thought of as direct response media. YCD works with its clients to bring media measurement and accountability to the point-of-decision in store.

Itai Fridman, Retail Strategic director for Coca-Cola Israel said “Coca-Cola’s beverage sales at the test locations increased by 20% during the test period when they were promoted on the YCD|AdScreen.” Impressed by the in-store media ROI versus other media in the campaign, and with YCD Multimedia’s digital merchandising expertise, Coke is now partnering with YCD to place sponsored AdScreens in outlets across Israel. Fifty percent of the content on the sponsored AdScreens will promote Coke products, while the retailers will have the freedom to promote their own products on the remaining ad space. Through test and trial, YCD continues to work in partnership with Coke in search of the digital generation’s answer to the Coke fridge, that stroke of marketing brilliance that so effectively achieved the dual goals of sales and branding at retail.