Technology

EG GROUP

EG Group launches “multi-sensory” ad platform

The UK-first advertising platform features Audio Out of Home.

Fuel and convenience retailer EG Group has formed a partnership with intelligent audio communication solutions company Audiebant Media to create a new multi-sensory platform for brands to reach millions of car users at roadside retail locations across the UK.

The technology, which offers advertising surround sound, gives brands the opportunity to connect with consumers in a format they can hear, see, and touch all at once.

The partnership lets brands use around 370 EG Group forecourts across the UK to roll out immersive marketing campaigns that can be targeted regionally and hyper-locally. A recent three-week trial with Red Bull resulted in a 34% increase in sales.

Brands can supply creative assets directly to Audiebant Media to play or alternatively, in-house audio specialists can create high quality audio that delivers key messages with impact.

lyas Munshi, Group Commercial Director, EG Group said: “Our strategic partnership with Audiebant Media delivers a complete forecourt convenience retail ‘Digital Out of Home’ audio marketing platform along with pump topper advertising opportunities.

“EG Group is also rolling out digital screens and our partnership complements this digital strategy. The combination of Audiebant Media’s innovative technology, together with our extensive network presence across the UK provides a compelling platform for various consumer brands to reach and engage new audiences.”

Josh Dean, Commercial Director at Audiebant Media, added: “As refuelling is an autopilot task, the Audie approach means brands can command the attention of millions of captive listeners across the UK.

“With an average consumer spending 4-6 minutes at the pump per visit, this unique approach offers huge untapped potential for advertising.