The word is out: Albert Heijn and its data-driven & footfall Digital Out of Home campaign wins The Drum Awards Out of Home in two categories.
Albert Heijn won the Chair’s Award and ‘Best Use of Digital’ at The Drum Awards for Out of Home in 2021, with its campaign for Albert Heijn stores. By tactically using location data, the team created programmatic billboards that offered exclusive discounts and drove footfall to the supermarket.
A programmatic DOOH drive-to-store campaign was created using mobile-location-data to identify where and when the specific ‘infrequent visitors’ target group could be reached and to encourage them to visit their local AH store. DOOH is impactful at reaching audiences on-the-go, and is a brand safe and 100% viewable advertising medium, making it the perfect media channel to reach the target group of infrequent visitors.
Using Sage+Archer DOOH screens in premium locations were targeted and HTML5 ads were used, with dynamic creatives displaying the nearest store as well as showcasing exclusive local offers.
Read more about the case’s setup here.
Using Resono and Sage+Archer data, it resulted in a footfall uplift of 26% in activating more secondary and tertiary customers to visit an AH location compared to the control group. Not only this, but there was a 30% uplift of new customers from the target group to the selected AH locations. This was measured by the share of customers that did not buy any products of the same brand within the category during 26 weeks prior to the activation period of the pilot (AH sales data 2020).
Finally, the optimized buying process based on CPM per play-out and OTS (Opportunity to See) saw amazing results. Instead of the 3.2 million planned OTS, 5 million OTS was achieved, and in using real-time adjustment and negotiation of lower prices, 163% more digital placements were delivered, which resulted in 44% more incremental reach.
Thanks to these amazing results, the case is awarded in the category ‘Best Use of Digital’. Also, it is chosen by the Chair of judging panel Anna Bager, president & chief executive officer at OAAA.
Sage+Archer is super proud of the great partnership between Albert Hein, Dentsu, Posterscope and VIOOH by JCDecaux to make this case a success.
Questions about the campaign or the Drum Awards? Get in touch with Tim Markestein. He is happy to answer all your questions. Please reach him through mail or call us: +31 20 702 8206. Want to get started right away? Log into the Sage+Archer platform or get a demo!