Praga Auto, the official Skoda dealer in the Ukraine, came to POS Media to launch an innovative campaign in December 2011 using Shopping Trolley Shelter advertisements. The promotion at the Novus supermarket inOkryzhnaya, Kiev, will run until April 2012.

The choice of carrier was strategically designed to target car users, as Shopping Trolley Shelters are traditionally located in the centre of supermarket parking lots, so only drivers and their passengerswill see them. They provide close on 100% contact with the target audience.

According to a study conducted by research specialist ROMIR, parking lot advertising is perceived as a highly effective communication medium as customers are exposed to the message for a longer period of time than with many other carriers. This is due to the extremely low speedpossible in parking lots and the amount of time spent removing trolleysfrom the shelters, all of which extends contact time.

The campaign, which invites customers to take a test drive at Praga Auto, also integrated shopping trolleys adverts, expanding the target audience to cover all visitors to the shopping centre. This meant the message not only targeted existing Skoda owners and car drivers generally, but also potential car buyers.

“The promotional project for Skoda placed an emphasis on service through to sale and is a perfect example of a new era of in-store marketing communications,” states Maxim Sazhyn, Country Manager of POS Media Ukraine.

“Advertising ceases to be information noise and becomes advisor and assistant to consumers, helping them make informed decisions. This can only help increase the effectiveness of the campaign.”

Head of Marketing at Praga Auto, Maria Dubovaya, added: “We chose Novus – Okryzhnaya for its convenient location and, of course, because of the quality and image of the Novus network. In selecting our advertising materials, we were guided, above all by the attractiveness of the images and a sense of humour. We have also launched the campaign on our wall at Facebook and have coined a phrase about how a Skoda differs from shopping trolleys!”

Ms Dubovaya went on to outline her company’s expectation for the campaign.

“Of course,we do not expectinstantreturns fromdeployment, so we plan torun the campaign forfourmonths,” she stated, “it does not exclude the possibility ofcontinuation and expansion ofadvertising campaigns in thesupermarket in the future.”

POS Media Europe is the largest retail media group in Europe, providing full service Point of Sale media solutions in six countries with a presence in a further six through strategic partnerships. POS Media was created in 1998 and is at this moment represented by POS Media Czech Republic, POS Media Hungary, POS Media Poland, POS Media Slovakia, POS Media Ukraine and POS Media Turkey. POS Media entered into a joint venture with andré media – a German supermarket advertising company –in November 2011 to create POS Media Germany. In August 2011 the company announced a strategic partnership with HighCo, France, a Communication Group giving access to consumers in France Belgium, Spain, Luxembourg and the UK.  As a pioneer in Digital Marketing, HighCo also invests in R&D through its HighCo Lab. The Group employs now nearly 1000 staff members in France, Benelux, Spain, the UK, and Central Europe and is listed in compartment C of NYSE Euronext Paris.