Massively increased advertising impact through in-store radio

In October 2013, the Milka Snax in-store radio advertising campaign ran for one week in a total of 761 Coop sales outlets. The subsequent study determined the impact of the spot on the sales of the advertised products, comparing the indexed sales of the products in the stores in the three weeks before, the week during and the three weeks after the spot aired. Two analyses followed: a first on the sales performance of the total of four Milka Snax products (Milka Crispy Snax, Milka Popcorn Snax, Milka Pretzel Snax and Milka Daim Snax) in the 320 outlets carrying all four products, and a second for the most heavily distributed product, Milka Daim Snax, available in the 761 outlets selected for the study.

During the week of the campaign, cumulative sales of all four Milka Snax in the 320 outlets where they are listed increased by over 100 percent compared to the average of the previous three weeks. In the 761 outlets where the leader Milka Daim Snax is listed, its sales also increased by over 70 percent compared to the previous period. According to the press release, it is also worth noting that the in-store radio spot had a major after-effect: during the three weeks following the end of the campaign, sales of the advertised items were still clearly above the previous level in both analyses.

Willi Meyer, Head of Sales DOOH at Goldbach Media: "Our Coop Instore Radio is an absolute POS hit, offering well-known brands the opportunity to place the final call-to-action where the purchase decision is made. Studies conducted by us in 2013, in particular the Milka Snax study, show an increase in sales of up to 105 percent during a campaign. Of course, the sustainability of the campaigns is also particularly pleasing. Mondelez Switzerland and Coop still benefited from increased sales in the weeks after the end of the campaign, without a spot having run."