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.
