Welcome
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
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.
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
