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Author mhammink Published
25 November 2021

Albert Heijn wins The Drum Out Of Home Awards 2021: Best use of Digital & Chair Award

FILED UNDER: AWARDS, Dynamic Creative, Innovation

Albert Heijn won the Chair’s Award and ‘Best Use of Digital’ at The Drum Awards for Out of Home, with a data-driven and footfall campaign. With hyper-local targeting and dynamic creative, Albert Heijn, in partnership with Sage+Archer, activated programmatic billboards that offered exclusive discounts and drove footfall to the supermarket.

Albert Heijn and its data-driven & footfall Digital Out of Home campaign wins The Drum Awards Out of Home in two categories: Best use of Digital & Chair Award

Albert Heijn’s strategy

Mobile location data identifed where and when the ‘infrequent visitors’ audience group could be reached, in order to target and engage with them to visit a local store.

Sage+Archer targeted screens in these select, high-indexing locations, with dynamic messaging updated to display the nearest store as well as showcasing exclusive in-store offers.

Watch this video to learn more about Albert Heijn’s award winning case.

Resono and Sage+Archer data demonstrated that the campaign resulted in a 26% uplift in footfall, activating more secondary and tertiary customers to visit an AH location compared to the control group. There was an additional 30% uplift of new customers from the target group to the selected AH locations, based on customers that did not buy any products from a brand category during the 26 weeks prior to the activation of the campaign (AH sales data 2020).

An optimised buying process also assessed and analysed CPM per play-out and opportunity to see (OTS) to drive reach, and a 35% increase in planned impressions through budget optimisation increased overall reach by 44%.

The campaign won in the category ‘Best Use of Digital’, selected by the Chair of the judging panel Anna Bager, president & chief executive officer at OAAA.

Read more about the campaign in The Drum.

Keen to learn more?

Questions about the campaign, or awards or the opportunity Sage+Archer bring to DOOH, get in touch with Tim Markestein via mail or call us: +31 20 702 8206.

Log into the Sage+Archer platform or get a demo!


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