Client: SantéVet, France’s leading animal health insurer
Since 2003, SantéVet has established itself as the specialist in animal health insurance, covering dogs, cats and NACs (New Pet Animals). Operating like a human mutual insurance company, SantéVet reimburses veterinary expenses and aims to make the best care available to all pet owners.
Context: effectively targeting pet owners
SantéVet wanted to raise awareness among pet owners by using ultra-targeted advertising located in the immediate vicinity of places frequented by this audience:
- SPA (societies for the protection of animals).
- Pet shops.
- Veterinarians.
The aim was to capture the attention of a qualified audience in strategic areas while optimising the budget through programmatic buying.
Strategy: a geolocalised and programmed DOOH campaign
SantéVet, in collaboration with Molécule Science created a strategy based on:
Targeted programmatic buying
- Use of Displayce DSP to select DOOH screens in a specific area:
- +/- 0,2 km around vets.
- +/- 0,5 km around pet shops.
- +/- 1 km around SPA.
- Selected screens belong JCDecaux, Oxialive, Imédiacenter, DoohYouLike, and BroadSign networks.
Optimised time targeting
- Advertising messages are only broadcast at strategic moments:
- Wednesday, Saturday and Sunday, between 10am and 8pm, periods when pet owners are more likely to visit vets, pet shops or SPAs.
Results: a high-performance, effective campaign
- Significant notoriety gain: Thanks to the precision of its geographical and time-of-day targeting, SantéVet has increased its visibility among a perfectly qualified audience.
- Advertising costs optimisation: programmatic buying has enabled effective real-time distribution, limiting unnecessary impressions.
- Stronger local commitment: the strategic choice of geographical areas (SPAs, pet shops, vets) helped to capture the public’s attention in the right place at the right time.