Iced Coffee, a Starbucks Refresha® drink, a Frappuccino® blended beverage, or would you prefer Hot Coffee? Starbucks has taken advantage of what programmatic DOOH has to offer. In the German and French speaking parts of Switzerland, a digital outdoor advertising campaign within a 500-meter radius of the Starbucks Coffee Houses encouraged passersby to enjoy a refreshing drink or a warm coffee – depending on the weather. While the cold beverages were advertised in weather conditions of 13°C and above, additional advertising exposure took place when the sun was shining and temperatures were 25°C and above. Below 12°C, the Hot Coffee was used. Starbucks took advantage of the use of different time slots for the beverage types for an even more targeted broadcast.
«Thanks to the programmatic approach, we reach our target group at the right time and in the right place with the relevant product. This increases the effectiveness and efficiency of the campaign.»
TREE GUM was born with the mission to launch a plastic-free, 100% natural, sustainable, and Swiss-made chewing gum. TREE GUM chewing gums are naturally pure vegetable, 100% vegan, and guaranteed biodegradable. It is important to us that TREE GUM tastes great but is completely free from sugar, aspartame, plastic, artificial sweeteners, and flavors.
Aim of the campaign
The aim of the campaign was to introduce the Tree Gum brand to potential new customers as a natural alternative to conventional petroleum-based chewing gums. During a two-week test phase, Tree Gum chewing gums were listed in all Valora k-kiosks. In order to draw the attention of the target group and to encourage them to buy Tree Gum at the k-kiosk, targeted online display & native ads as well as Programmatic Digital Out of Home (PDOOH) spots were placed around the point-of-sales (POS).
Targeting
Broadcast during peak hours
Around k-kiosks
In the immediate vicinity of the POS
Campaign results
The PDOOH flights, the displays and native measures have helped to make the brand known to the target group as well as to drive sales in the k-kiosks, as well as in other sales locations, according to the statement.
13 779 broadcasts
945 877 impressions
544 000 net person contact
Voice on the project
«Thanks to the placements directly at the respective POS, we were able to reach the target group very precisely in an efficient way. The programmatic implementation of the campaign allowed us to make flexible adjustments and optimizations to the campaign at any time, which led to a felicitous implementation and a successful campaign.»
Sam Lutz, Founder Drop8
All-electric performance
With the i7, the BMW Group is launching the first all-electric version of the 7 series. The luxury limousine combines electric performance and multisensory entertainment to an unforgettable driving experience.
The BMW Group reached and inspired culturally affine and affluent individuals thanks to a programmatic Out of Home campaign. The BMW Group relied on the digital screens of APG|SGA and used the advertising media in the vicinity of cultural institutions such as the KKL Luzern or the Museo d'arte della Svizzera italiana. The broadcast took into account playing times and opening hours so that the target audience could be reached in the best possible way.
Campaign details:
16 762 Broadcasts
1 869 364 Impressions
659 000 Net personal contacts
Virtual Call of Duty goodies at Burger King
Burger King launched a programmatic campaign on DOOH screens in Switzerland, in cooperation with Call of Duty, to promote the reboot of the classic video game.
The campaign targeted an audience consisting of both gamers and fast food lovers, offering them gaming goodies with the purchase of a Whopper meal. The reward consists of a limited edition virtual Burger King outfit and 2XP (Experience Points), which can be redeemed via code in the new Call of Duty "Modern Warfare 2".
The campaign ran only during popular meal times (11:00 a.m. to 1:00 p.m. and 5:00 p.m. to 8:00 p.m.) and on screens in close proximity to Burger King restaurants.
Visits and purchases at Burger King were stimulated and the video game Call of Duty benefited from a great deal of attention during the campaign.
Campaign evaluation:
3 907 951 Impressions
1 305 000 Net personal contacts
19% Net range
This advertising is weather dependent
When it's cold outside, the desire for raclette or fondue increases. The Coop Cooperative is promoting its raclette and fondue cheeses with a programmatic campaign.
Coop's programmatic DOOH campaign in the fall was particularly interesting due to special weather targeting. The advertising media were only played during precipitation or cloudy skies and temperatures below 12 degrees. In order to reach commuters in pedestrian zones, train stations and other locations, the time period between 4 and 8 p.m. was defined as an additional attribute during the week. On Saturday afternoons, weekend shoppers were addressed. Splicky of Jaduda GmbH and the media agency TWmedia supported Coop in implementing this campaign.
Coop was very pleased with the campaign, which took place at 130 locations over a two-month period. More than 15 million gross contacts were achieved in the process.
Campaign evaluation:
9 719 199 Impressions
> 15 Mio gross contacts
Programmatic DOOH with dynamic content
In this Programmatic Digital Out of Home campaign, the Gamned agency combines DOOH and DCO (dynamic creation) for Loterie Romande sports betting.
By combining Programmatic Digital Out of Home and Dynamic Creative Optimization (DCO) technology, this campaign injects dynamic content every minute ‒ depending on how match results and betting odds develop throughout the day. The spots with real-time data allow more flexibility, personalization, and better advertising impact. They will be broadcasted for a longer period in the French-speaking part of Switzerland during various matches (e.g., football, tennis, ice hockey).
Campaign details:
16 294 Broadcasts
532 807 Impressions
237 000 Net personal contacts
«People who come into contact with these touchpoints receive information about the match of the day and the associated odds in real time. This allows us to publish branding campaigns with an updated message and a call-to-action for bettors».
Caroline Thevenin, Marketing Group Product Manager, Loterie Romande
Programmatic advertising: success stories from our customers
You still can't really imagine what the result of a successful programmatic advertising campaign looks like? We can change that. Browse through our case studies and get inspired.
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