Running in style: Havas and Displayce team up to amplify Puma’s new shoe awareness via pDOOH
Exclusive real-time purchases: limited to DOOH billboards overrepresented by the target audience in the ‘Running’ Segment.
Objective
Uplift in awareness through an ultra-targeted device
Location
Metropolitan France
Partners
Havas ; JCDecaux ; VIOOH; Clear Channel – Doohyoulike – ECN ; Broadsign
PUMA is a German company specializing in the manufacture of sports goods, founded in 1948. Known as “the brand with the leaping feline” and present in more than 120 countries, PUMA is the third-largest global sportswear manufacturer.
For this campaign, Havas and PUMA programmatically purchased DOOH screens from 6 different media owners. The targeting operated on the Displayce DSP allowed the pre-bid selection of audience data affiliated with “Running” to only purchase screens that overrepresented the target audience in real-time.
The campaign’s effectiveness was measured through a brand lift survey conducted by Happydemics via the Displayce DSP to compare the impact of the two creatives.
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