Objective:

Skittles took advantage of the UK’s most effective CTN panels to target millions of mobile motoring CTN consumers. Skittles used unmissable 6 sheets to dramatically influence high spending impulse shoppers and communicate it’s brand and values. Using NFC and QR technology Skittles also wanted to raise awareness of their new mobile game ā€˜Fruit Ninja’.

Effectiveness:

  • 89% of respondents thought our Motorway Service Area was an appropriate place to advertise Skittles
  • 61% of respondents recalled seeing ā€˜poster advertising for a sweet brand’ on the day
  • 73% of respondents recalled the Skittles advertisement when prompted
  • 80% of respondents thought the advertising message was relevant and having an NFC code was an exciting extra element
  • 60% are more likely to try Skittles, after seeing our poster advertising

EPOS Results:

EPOS data showed a stunning increase of 27% in sales* of Skittles for the period of the campaign and remained the highest selling confectionary during this time.

NFC Results:

An average of 44 interactions per day and 1.8 interactions per poster.

Audience:

Over 2 weeks the poster hit over 18 million individuals with 113 million impacts. These individuals spent on average 60% more per head than high street convenience consumers.

Sources: Moto EPOS data, and Admedia Independent research in conjunction with Market Management.