Columbia is positioning itself as the first choice for outdoor activities and is boosting its brand awareness in Europe with an innovative programmatic campaign. The aim was to increase brand awareness and purchase intent for Columbia. The campaign was designed to establish Columbia as the leading brand for outdoor equipment and to specifically attract the attention of potential customers in Europe.
Using weather-based targeting, the adverts were only displayed when the target audience was prepared for cold weather. Specifically, the adverts were triggered as soon as the temperature fell below 8 °C. The campaign focused on busy locations in cities known for their low winter temperatures. In total, the PDOOH campaign achieved an impressive 71.4 million impressions over the course of one month.
“It is crucial to have a presence in the areas that interest our target consumers if we want to improve brand perception. The creative agency Spinnn has proposed an innovative campaign that conveys our brand message at the right time, at the right moment and to the right target audience.” – Romain Cancilleri-Michy, Senior Brand Marketing Manager for Europe, Columbia