Gall & Gall maximised a fantastic summer with a weather forecast feed in their DOOH campaign, inspiring summer weekend planning and stimulating in-store sales in anticipation of the days ahead.
As the biggest alcohol retail chain in The Netherlands, they wanted to be central to summer, whether going to the beach with friends, camping with the family, or enjoying picnics in the park. Their cross-media campaign carried the strapline “Enjoy your summer with Gall & Gall” (in Dutch: Geniet van je zomer met Gall & Gall), and used DOOH for two elements, brand awareness and contextual sales.
Gall & Gall raised brand awareness with proximity targeting
The awareness flight ran for two weeks, focusing on broad reach for the campaign theme: Enjoy your summer with Gall & Gall. It targeted digital screens around Gall & Gall stores throughout the country, displaying the hero creative with the strapline.
Weather forecasting trigger for contextualised DOOH
After this initial two weeks, the contextual burst was activated based on a weather trigger, but with the unique feature of looking to the weather forecast, not just the conditions on the day. Gall&Gall are aware that their customers plan and purchase ahead of their weekend, so wanted to capture that mindset and inspire their choices, whether catering for the barbecue beers at home, picnic wine box in the park, or the trip to the beach with a well-packed cool box. Combining this weather trigger with location targeting to post code level, they could appeal to their audience and their most likely, or local weekend hangout.
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