Campaign Objective

Increase awareness of contact lens brand while driving purchase from the Walmart Vision Center.

Media and Creative Strategy

To support the client’s objective, PRN’s Creative Team produced a custom :15 advertisement with adjacent side panel to play on the Walmart Checkout TV® Network at 15x/hour.

The ad played in 449 Walmart stores for six weeks from August 28 to October 8, 2014.

Messaging focused on the following key points:

  • The brand eye doctors trust most for comfort
  • Available at the Walmart Vision Center
  • The brand is a healthy choice for contact lenses

Results

  • Campaign significantly improved awareness of brand, especially unaided, raising awareness by 43% over the control group.
  • Shoppers exposed to the ad have a statistically significant higher opinion of the product.
  • Ad convinced shoppers that the contact lens brand was right for them and a healthy option, raising those measures by 106% and 87%, respectively among test and control groups.

Likelihood To Purchase Bar Graph Showing viewers of Contact lens ad on checkout tv® increased their likelihood to purchase by 37 percentage points with PRN's campaign on Checkout TV® Likelihood To Recommend bar Graph showing customer likelihood to recommend Contact lens brand increased by 30 percentage points with PRN's campaign on Checkout TV® Likelihood To Purchase bar Graph showing Contact lens brand perception increased by 27 percentage points with PRN's campaign on Checkout TV®

 

Research Approach

A third-party research vendor, DFR Research, conducted a post wave online study collecting 599 online interviews from October 19 to October 27, 2014.

Interviewing criteria:

  • Adults 18-54 who had a prescription for vision correction or parents of a child 10-17 with one
  • Had shopped in Walmart in the last 4 weeks
  • Shops at Walmart at least once a month on average

All differences are statistically significant
 
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About Checkout TV®
You get to speak to every customer leaving the store. What do you want to say? PRN’s Checkout TV® introduces new items, highlights upcoming savings, onramps to digital touch points, and drives return trips to the store.

About PRN
PRN is the leading digital media company specializing in in-store shopper engagement solutions that activate shoppers along the path to purchase right up to the point of sale. PRN’s video and audio networks span over 5,500 retail locations within some of the nation’s top retailers. PRN’s scale, consumer focus, and innovation with mobile and audience targeting position both retailers and brands for success. Contact us to find out how we complete your digital out of home marketing plan.

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