CASE STUDY : EUROP ASSISTANCE IN FRANCE

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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.

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Leverage mobile and DOOH to promote Campanile hotels offering

Explore Campanile’ success story. Values Media and Displayce deployed a powerful pDOOH campaign to promote Campanile’s hotels and generate new prospects in France. For this campaign, Displayce and Campanile adopted a strategy of maximising repetition to effectively reach their target audience. They carefully refined the re-exposure strategy of the campaign in order to reach their target audience throughout their journey.

About Campanile

Campanile’s Hostels & Restaurants are designed for everyone: families, friends, corporate gatherings, solo diners, and even those looking to enhance their after-work experience. Campanile also proposes a diverse range of offers, ensuring that everyone can find a satisfying choice that aligns with their specific needs. Since 1976, with the establishment of the first Campanile hotel, they have continuously grown and enhanced their offerings to meet the standards of a demanding and ever-evolving market. 

About Values media

Values Media is a French company founded in 1990. They are a committed collective serving their clients, imbued with the values of solidarity, sharing, and social responsibility. Despite experiencing strong expansion over the past three years, they have maintained the spirit and agility of an independent agency. They strive to educate people about the ecological impact and the changes that can contribute to the evolution of both the world and the ever-evolving advertising market. Their agency is labeled RSE Lucie 26000, and they are committed on a daily basis to the fulfillment of their teams.

The campaign context

Campanile embarked on a mission to introduce their new offers to a segment relatively unfamiliar with Campanile,  the upper socio-professional leisure and professional categories in their different contexts, throughout France for a month and 10 days from September 11 to October 22, 2023. Their objective was to maximize outreach and gain new prospects during this period, concentrating on a new type of consumers through the strategic targeting adapting to each venue type to suit the affinity of their target.

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Using programmatic DOOH for maximum reach of new prospects

The campaign was conducted by Values media and supported by Displayce’ DSP. It was broadcasted on JCDecaux, Media Transport, Clear Channel, ECN, DoohYouLike and Fill up media panels throughout VIOOH and Phenix Digital’ SSP. 

Four distinct screen categories were activated: office, transports, malls, proxi and gas stations. Through those settings, Campanile broadcasted on 1 026  locations and 2 724 screens. Four different creatives were rotating on the screens. Campanile also marked out the target path to leverage repetition by adapting their targeting to each venue type in 17 strategic locations: 

  • Specific targeting of transport in France’s main business centres (eg, Paris La Défense, Lyon La Part Dieu, Marseille, etc.). Any display/format available within a radius of 1 km around the centers. 
  • An all-company offices scheme via the ECN offer (Paris, Lyon).
  • Gas station and proxi screens in a 1km radius from the center.

The results


The Campanile DOOH campaign achieved an impressive 10 981 564 impressions, including those from DOOH screens and 599 000 impressions from mobile retargeting with Locala. The combination of the expansive reach and creative impact of Out-Of-Home advertising, coupled with the interactivity, targeting, and measurement capabilities of mobile advertising, has significantly heightened brand awareness and consideration. This increase is shown through a 58% expansion in reach with mobile amplification and 18 000 clicks in retargeting.

The precise selection of DOOH screens, paired with personalized one-to-one engagement on mobile, has proven to be a successful strategy, fulfilling its goal of generating new prospects for Campanile and promoting their new offers.

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Leveraging pDOOH to promote Hyundai model rebranding

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Explore Hyundai’ success story. Havas, Innocean France and Displayce deployed a powerful DOOH campaign to promote Hyundai model rebranding in France. The campaign only broadcasted on the digital billboards and points of interest where the targeted audience is most present, for two weeks.

About Hyundai

The automobile market has undergone a significant shift towards electric and hybrid vehicles in recent years. The new challenge for car brands is to maintain their electric offerings in line with modern tastes and technologies to sustain consumer enthusiasm. Hyundai has adeptly embraced this evolution through a rebranding of their SUV, now named Kona SX2. As a brand with strong ecological values, Hyundai prioritizes showcasing low-consumption vehicles. The latest addition to their lineup, the Kona SX2, boasts numerous driver-assistance functionalities, an enhanced and comfortable interior, and much more.

About Havas

Founded in 1835 by Charles-Louis Havas, Havas is one of the world’s largest global communications groups, with more than 22,000 people in over 100 countries sharing one single mission: to make a meaningful difference to brands, businesses, and people.

About Innocean France

Innocean is a creative agency that bases their capabilities on three pillars: creativity, data, and talent, resulting in innovative, value-creating marketing solutions throughout the customer journey. The agency aims to create customized opportunities for each brand, ensuring brand development, enhanced experiences thanks to an effective marketing strategy.

The campaign context

Hyundai embarked on a mission to promote the second version of their KONA, named KONA SX2, throughout France in a brief timeframe from May 29 to June 11, 2023. Their objective was to maximize outreach and sales during this period, concentrating on their target audience through the strategic targeting of custom points of interest and screens around Hyundai shops.

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Using programmatic DOOH for maximum impact in limited time

The campaign was conducted by Havas and Innocean France and supported by Displayce’ DSP. It was broadcasted on JCDecaux, and Media Transport panels throughout VIOOH and Phenix Digital with three distinct screen categories: outdoors, airports and train stations. Through those settings, Hyundai diffused on 2 879 locations including 203 Hyundai shops and 4 623 screens. They also relied on custom dayparting to adapt the campaign’s flightplan to the different venue types, locations and audience behaviors:

  • 6am/10am and 5pm/23pm for railway stations
  • 6am/12pm and 5pm/22pm for service stations
  • 8am to 22pm for airports
  • 8am/12pm and 5pm/22pm for outdoor

They also used precise geotargeting focused on points of interest which substantially expanded the outreach to the intended audience. Their main strength was their ability to directly broadcast next to Hyundai shops by venue type. Outdoor and railway stations had to be at least 15 km around Hyundai dealerships. For airports and service stations it was 20 km.

The results

Hyundai DOOH campaign reached an impressive 18 208 378 impressions. To truly grasp the effectiveness of this campaign, Displayce conducted two mobile programmatic surveys sent via Happydemics, with comparison of creatives on the display area around the panels. According to Happydemics data, the campaign resulted in a significant increase of 21 points in intent for a future purchase and a notable 28 point enhancement in brand image.

Additionally, we gained valuable insight into Hyundai’s drive-to-store KPI. Based on Hyundai’s overall ROI (set as a base of 100), DOOH is among the top three best-performing channels. It scored above the base index at 103, which is 3 points higher than Hyundai’s overall ROI. This shows that DOOH outperformed the average ROI for the entire year.

The precise selection of screens, combined with audience data brought accuracy and relevance to the campaign as it fulfills its goal of recognition and acknowledgement of model rebranding. 

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