Real-time buying only on DOOH panels overweighted by the target as soon as the UV index was above 3
Result: 61% of positive intention following the campaign.
Objective
Gain notoriety thanks to an ultra-targeted deviceciblé
Location
France, in proximity of Avene solar sales outlets
Partners
Publicis ; JCDecaux – Médiatransports ; VIOOH
The brand Eau Thermale Avène, and in particular with its solar range, is a brand of Pierre Fabre Cosmétique whose objective is to innovate for the health of the sensitive skins while taking care of the respect of nature. The Avène solaire brand is distributed in many specialized sales outlets.
For this campaign, Avène solaire and Publicis programmatically purchased DOOH screens from JCDecaux and Médiatransports. Targeting on the Displayce DSP allowed the selection, in pre-bid, of Adsquare audience data “Women 25-54” coupled with the use of a UV trigger greater than 3, to buy only the screens that overweight the target in real time.
The effectiveness of the campaign was measured through a brandlift survey orchestrated by Happydemics via the Displayce DSP. The Avene suncare range benefited from a 16 point increase in awareness and 61% of consumers impacted expressed positive intent after seeing the campaign.
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