Capturing consumer attention across four markets – the UK, France, Germany, and Australia – during the peak Christmas shopping window required precision and context. For the launch of Just Dance 2026, Ubisoft partnered with Displayce and Artefact to drive strategic brand awareness and game sell-through across these four markets.
The campaign rolled out simultaneously across 670 screens in retail and transit hubs. To reach the target audience on the path-to-purchase, the activation relied on Adsquare data to connect with parents and families with a high affinity for entertainment. By combining this audience data with precise targeting within a defined catchment area around key points of sale, the campaign ensured measurable impact and multi-market efficiency.
The strategy: Data-led targeting
To maximise impact during the highly competitive Christmas shopping period, the campaign focused on reaching families at key moments in their purchase journey. The strategy aimed to build strong awareness for Just Dance 2026 while driving consideration and store visits.
A data-led approach was used to identify high-value audiences, particularly parents and families with a strong affinity for entertainment. Campaign performance was evaluated against a tailored “Leisure and Culture” benchmark in each market, ensuring results could be measured against relevant category standards.
To reinforce purchase intent, the campaign prioritised moments when consumers were most likely to be shopping, aligning delivery with peak holiday traffic across retail and transit environments.
The objective: Local relevance at scale
Using programmatic DOOH technology via the Displayce media platform, screens were activated within 200 metres to 1 kilometre of 408 retail locations, ensuring the campaign remained close to key points of sale.
To enhance relevance, creatives were specifically designed to feature the logo of the nearest retailer, delivering tailored messaging adapted to each local shopping zone.
The inventory spanned multiple high-footfall environments including Retail, Grocery, Malls, Transit, and Outdoor locations, helping capture consumers throughout their shopping journey. The activation supported key retail partners including Fnac, Carrefour, Leclerc, Auchan, Smyths Toys, Argos, MediaMarkt Saturn, Vitrex, and Müller, ensuring strong visibility around major points of sale across the four markets.
The results: Clear impact
The results validate the impact of programmatic DOOH, delivering a significant uplift in brand metrics and establishing a powerful brand presence.
- 7.1 Million+ Impressions ensuring an optimal campaign coverage.
- 33% Average Ad Recall globally: In France, the campaign reached a top-tier category ranking, outperforming benchmarks. The UK and German markets both secured top-percentile recall rates at 33%.
- +26 Points Uplift in Consideration in average globally.
- 48% Average Interest Rate: The programmatic activation successfully turned high-traffic holiday moments into measurable commercial results.
Conclusion: When precision drives sales
Programmatic DOOH played a key role in the multi-market strategy for the launch of Just Dance 2026. By combining precise geo-targeting around strategic retail zones, the campaign captured the attention of players and families at the heart of their purchase journey, from high streets and shopping malls to public transit hubs.
The uplifts prove that a data-driven DOOH approach generates a real impact on consideration for this type of brand. The campaign successfully proved that a coordinated, data-driven approach can drive both awareness and immediate in-store conversion during the most competitive retail windows.
