The ‘drive-to-store’ effect: using outdoor advertising to boost purchase intent
Outdoor advertising in the immediate vicinity of the point of sale has a particularly strong impact in high-traffic locations – it increases visibility, creates relevance and drives the ‘drive-to-store’ effect. In 2024, Lindt & Sprüngli AG capitalised on the high passenger traffic at Zurich Airport and effectively engaged travellers with two targeted campaigns – with the aim of directing them to nearby retail outlets. An advertising impact study shows that both the likelihood of purchase and actual product purchases were increased.
