challenge.
Impulse purchase in cinema foyers was being squeezed; issues of cocooning, saturation and money were affecting spend… Coca-Cola challenged us to use insight to understand how they could drive impulse and turn captive audiences into captivated audiences.
approach.
We followed 6 key principles of behavioural economics, including Anchoring, Relativity and Goodwill Hunting, to delve into the subconscious drivers of consumer behaviour. Co-Creation and a Live Test put these principles into action, uncovering insights that helped to identify ways to drive impulse…
results.
As a result of the study, new sampling, simpler pricing and greeter / exit roles were adopted by cinema chains in the UK and Poland.