About Europ Assistance
Europ Assistance is the world leader in travel insurance, with a global presence in over 200 countries. In France alone, the company safeguarded the well-being of over 35 million people in 2020. Known for its reliability and innovation, they are committed to delivering top-tier insurance solutions that cater to evolving customer needs.
Campaign context
To further bolster brand awareness and consideration, Europ Assistance teamed up with Fabernovel for a highly targeted Digital Out-Of-Home (DOOH) advertising campaign. The campaign was implemented across France’s 10 largest cities, focusing on key urban areas with a high density of the target audience.
This initiative aimed to uplift awareness among “Women 25+,” leveraging data-driven targeting to ensure maximum visibility and relevance.
DOOH strategy
The strategy employed cutting-edge technology and precise targeting:
- Geographic Precision: Europ Assistance and Fabernovel collaborated with JCDecaux, Médiatransport, and VIOOH to identify optimal screen locations in high-traffic urban areas.
- Real-Time Targeting: The Displayce DSP facilitated real-time purchases of DOOH screens when data indicated that the “Women 25+” target group was four times more present than the national average in front of the screens.
- Integrated Measurement: To measure the campaign’s impact, a brand lift survey was conducted by Happydemics through the Displayce DSP.
This ultra-targeted strategy ensured that advertising budgets were spent effectively, maximizing exposure to the desired audience at the most opportune moments.
Europ Assistance DOOH campaign’ results
The campaign delivered impressive outcomes:
- Brand Image: we observed an 18-point uplift thanks to the campaign
- Consideration: A 16-point increase in brand consideration highlighted the campaign’s success in connecting with the target audience.
These results underscore the effectiveness of combining real-time data with precise geographic targeting in DOOH advertising campaigns.