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’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.
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.