Evian Roller Babies Digitally Skate All The Way To The Point of Purchase

107% lift in year-over-year carbonated soft drink brand products. 70% same store sales lift month over month for an entire category! 81% awareness of the medium in venue. Are these numbers for real? More importantly…how do I get piece of that action!?

Digital OOH advertising strategies are delivering these types of results. Case in point, Evian, Danone’s leading bottled water brand is the latest innovative marketer to join in on an emerging trend of “digital where you are” – digital out-of-home advertising and merchandising programs within the store, just when a consumer is looking to make a planned or unplanned purchase.

Using brilliant digital creative, Evian has tapped the digital OOH medium alone in launching its new “Live Young” campaign, extending the reach of their viral creative with point-of-purchase media – the ultimate in Shopper Marketing. The new global creative, developed by France’s BETC Euro RSCG, is intended to reach cosmopolitan 25- to 49-year-olds making $75,000 or more, leveraging Internet and Social media tactics including bloggers, YouTube and Facebook.



Only days after being in the public domain, the creative spots have spread like wildfire, having been viewed over two million times. If the water cooler talk on Twitter is any indication, it’s a hit. As one user said:

Did Evian take to TV and stay with traditional media to guarantee their viral success?
Not a chance! MPG Canada approached ADCENTRICITY to execute the only advertising vehicle used to “spread the good word” – a first ever, national initiative promoting the creative on in-store digital out-of-home screens in convenience stores and grocery chains. Michael Thouin senior brand manager for Danone Waters North America said:

“It really allows us to get our creative in a place where consumers are making their purchase decisions. This is the first time we’ve done this and we’re really excited about it.”

ADCENTRICITY executed the digital out-of-home strategy for Evian with MPG Canada and is very excited to see the performance results of this fantastic creative – which is sure to capture consumer attention.

There is no price point or special offer associated with the creative, however measurement success will likely come in 3 forms – Brand lift, Web activity and in-store sales lift.

Not all digital out-of-home advertising needs to be based on Direct Response or pure sales lift during the course of a campaign – it’s of course the ultimate end goal but only one part of a multi-faceted marketing and consumer strategy as consumers make decisions and buy when, how and where they want. Digital out-of-home media simply allows you to develop programs that enable you to be around your consumers instead of in front of them, the latter of which angers today’s customer. The fact remains that in-store capabilities are evolving and brand product decisions can be influenced in-store and on the path to purchase.

There are so many important approaches to digital OOH strategies and just a few digital out-of-home benefits include:

o Gaining customer attention
o Increased sales
o Product feature education and benefits
o Increased shopper experience
o Decreased perceived wait time
o Extended sales voice
o Loyalty program promotion
o New revenue streams
o Staff education and screen-cast training

Using digital out-of-home screens in a retail environment has capabilities that simply cannot be achieved by static displays and signage – including tripling the consumer’s attention at the point-of-purchase and enabling instantaneous communications about the value of a brand or service. Whether campaigns are intended to build a brand, influence customer purchase intent or influence brand decision choices, the dynamic, visual experience created by digital out-of-home screens in-store show a high correlation with sales increases and propensity to purchase – whether your brand is served in-store or not! Multiple research studies have returned incredible results:

o 88% lift in sales has been measured / 18% lift in sales volume 1
o 90% agree it has a positive impact on their shopping experience 2
o 84 percent of 18-to-34 year-olds finding sale or product programming to be helpful 3
o 81% awareness of screens in-store 3
o 68% more likely to buy products displayed on a screen in-store 3
o 23% Increase in employee brand awareness 3
o 30% of shoppers make un-planned purchases 3

I’ve been marketing for many years and these figures continue to impress me.

For additional information about the information contained in this work or questions about how digital OOH will benefit your efforts, contact your ADCENTRICITY representative.

*The new Evian campaign has also been featured in Marketing Magazine and MediaPost Out-to-Launch.

Jeff Atley
VP Marketing & Business Development
ADCENTRICITY Inc.

1 Point Vision 2 Roper/NOP 3 Arbitron