Real-time purchase only when the “Woman 25+” target is four times more present than the French average in front of the screens.
Objective
Uplift in awareness through an ultra-targeted device
Location
France : 10 largest cities
Partners
Fabernovel ; JCDecaux ; Médiatransport ; VIOOH
Europ assistance is the world leader in travel insurance, present in over 200 countries. In France, more than 35 million people will be covered in 2020.
For this campaign, Fabernovel and Europ Assistance purchased DOOH screens from two different advertising agencies. Targeting on the Displayce DSP allowed for the geographic selection of screens when the target “Women 25+” is four times more present than the French average in front of the screens.
The effectiveness of the campaign was measured thanks to a brand lift survey orchestrated by Happydemics via the Displayce DSP. Europ assistance thus benefited from an 18-point increase in brand image and 16 points in consideration.
https://www.displayce.com/wp-content/uploads/2023/03/Mock-up-Fabernovel-Europ-Assistance-Gare-1.jpg5361014displaycehttps://www.displayce.com/wp-content/uploads/2021/07/logo-wordpress.pngdisplayce2024-08-29 12:10:032024-08-29 12:10:04CASE STUDY : EUROP ASSISTANCE IN FRANCE
Explore Columbia’ success story. Spinnn and Displayce deployed a powerful triggered programmatic DOOH campaign to position Columbia as the go-to choice for outdoor activities.
About Columbia
Columbia was founded in 1938 in the United States. For over 80 years, Columbia has been dedicated to creating technologies and equipment for outdoor activities. The Columbia brand reflects the personality of its founder, Gert Boyle. They are guided by her legendary perfectionism with the motto, “It’s perfect. Now make it better.”
About Spinnn
Spinnn was founded in July 2021 and is part of the Labelium group, with its 1,000 digital experts worldwide. Spinnn is a programmatic and creative agency specializing in digital media. Their 14 consultants are located in various places, allowing them to have an international vision.
The Columbia campaign context
Columbia embarked on a mission to position their brand as the go-to choice for outdoor activities.
Spanning two distinct phases – the Warm Campaign from November to December 2023 and the Ski Campaign from December 2023 to January 2024 – Columbia’s branding efforts were meticulously designed to resonate with consumers – targeting 25-55 year olds – during the crucial winter season. The warm campaign aimed to raise brand awareness for the upcoming winter season, while the Ski campaign aimed to encourage purchase intentions.
In this context, Columbia, Spinnn and Displayce initiated simultaneous programmatic DOOH campaigns in five countries – including France, Spain, Switzerland, United Kingdom and Germany – to amplify brand activation and resonate with the right context and moments.
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Columbia
Columbia (2)
Columbia (3)
(EN) Client Success Stories
Columbia (5)
Using triggered programmatic DOOH for maximum impact and repetition
The campaign was conducted by Spinnn and supported by Displayce’s DSP. It was broadcasted on JCDecaux, Clear Channel, Goldbach Neo, Mediatransport, Walldecaux, DAX, Global, and Livesystems DOOH screens. Columbia strategically placed its messaging across 5,764 locations, including urban panels, train stations, metro stations, and bus shelters. They also leveraged temperature-triggered programmatic activations, ensuring their ads appeared when the outside temperature dropped below 8 degrees, aligning seamlessly with consumers’ winter preparations.
Additionally, they deployed precise dayparting with custom scheduling by venue type and country. For example, transportation ads in France were broadcasted only from 7 to 10 am, 12 to 3 pm, and 5 to 10 pm.
The Columbia results
Columbia’s campaigns achieved remarkable success, exceeding objectives in both raising consideration and driving sales.
Across all five markets, the campaign generated 71 396 417 impressions and 7 802 059 plays. Displayce relied on Happydemics to conduct a brand lift survey to analyze campaign results. The mobile programmatic survey was conducted over a month during the warm campaign to analyze results and optimize for the Ski campaign. The answers demonstrated a significant uplift in brand awareness with +25 points on average for all markets, ensuring that Columbia remained top-of-mind for consumers as they planned their winter adventures. Looking at market by market results, performance in Germany was very good in the consideration ( +33 points) and specific intent (+48 points) KPIs. On the other hand, they were less important for the brand familiarity KPI, which performed very well in Switzerland (+19 points).
Through meticulous planning and execution, Columbia adeptly positioned itself as the premier destination for outdoor enthusiasts, effectively tapping into the desires and needs of its target demographic. By employing temperature-triggered programmatic activation and strategically selecting high-traffic locations such as transportation hubs and key malls, Columbia ensured maximum exposure and engagement with consumers at precisely the right moments.
https://www.displayce.com/wp-content/uploads/2024/05/EN-Columbia-Success-story-.png316840displaycehttps://www.displayce.com/wp-content/uploads/2021/07/logo-wordpress.pngdisplayce2024-08-05 12:00:002024-08-05 14:12:02Position Columbia as the go-to choice for outdoor activities with triggered programmatic DOOH
Explore Veolia’ success story. Gamned, FamousGrey and Displayce deployed a powerful DOOH campaign with DCO to increase awareness of Veolia’s environmental challenges and solutions.
About the clients
Veolia
The Veolia group aspires to become the leader in the ecological transition by mobilizing its 220,000 employees around this ambition. To this end, they designed and deploy expert solutions to develop access to resources, preserve them, and renew them, thereby increasing their environmental, economic, and social efficiency. This is how Veolia contributes to replenishing the world.
Gamned
Gamned was founded in 2009, and since its inception, it has continuously assisted clients in enhancing the sales of their products and services both online and offline. They enable clients to optimize e-commerce and retail data, thereby enhancing targeting of potential customers and maximizing ROI across all digital channels.
FamousGrey
FamousGrey, founded in 1997 as an independent agency, joined the Grey Group in 2016, aligning with one of the world’s most innovative and creative advertising networks. Operating under the motto “Famously Effective,” the agency is dedicated to building both its clients’ brands and their business through creative, results-driven campaigns. This success is fueled by a team of 80 employees, each a specialist in fields critical to today’s advertisers. Many of these specializations have evolved into expert hubs, including FamousGrey Performance, FamousGrey Digital, Famous Relations, FamousGrey Productions, and Buyerminds Brussels.
The Veolia campaign context
Veolia embarked on a mission to raise awareness for their environmental solutions and lead their clients towards a more responsible environment. From September 11th, 2023, to September 29th, 2023, across 11 provinces in Belgium, they deployed a multilingual campaign in French and Dutch to ensure a true understanding from their target audience. Their objective was to deliver real-time information on all their environmental priorities as they move. This approach allows their audience to access reliable and live green information.
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Veolia - displayce
Veolia media plan
Veolia strategy
Veolia DCO
VEOLIA RESULTS
Using programmatic DOOH and DCO for maximum impact and repetition
The campaign was conducted by Gamned and FamousGrey and supported by Displayce’s DSP. It was broadcasted on JCDecaux and Clear Channel throughout VIOOH and Broadsign’s SSP. 4 DOOH screen categories were leveraged for the campaign to offer high traffic and target a diverse audience: shopping centers, bus shelters, stations, and urban panels. Through these settings, Veolia was displayed on 551 screens all over Belgium.
The optimization of Dynamic Creative Optimization (DCO) enables fine personalization and improved productivity. Additionally, they used display to create repetition in the campaign. This strategy enables Veolia’s messages to be broadcast effectively and in a targeted manner, thereby raising awareness of environmental issues and the solutions proposed by the company.
They deployed precise time-parting by personalizing schedules around Veolia’s 110 priority points of interest, updating every 24 hours to reflect the latest information and priorities. Also, by using ASAP pacing, they ensured maximum and fast delivery for their campaign.
Veolia DOOH campaign results
Veolia’s DOOH campaign reached 3,797,395 DOOH impressions, 1,520,208 DOOH plays and 1,103,173 display impressions.
This approach ensured maximum impact and relevance, making the campaign highly effective in promoting Veolia’s environmental initiatives in Belgium. Gamned, Famousgrey and Displayce collaboration proved to be effective to craft a strategic media plan powered by reliable and real-time data.
