Italian fashion brand Liu Jo has successfully strengthened its visibility and retail performance across Europe thanks to an innovative Digital Out-of-Home strategy. Powered by media agency OUTSIGHT and executed through Displayce media platform, the multi-country campaign delivered strong results in both brand awareness and drive-to-store.
A programmatic DOOH strategy rolled out across Europe
The campaign was launched from Italy and deployed in Spain and Germany via a single Displayce account. This unified programmatic approach ensured consistent messaging while allowing for local targeting and in-market optimisations.
Thanks to high-impact DOOH placements across urban centers, the campaign generated over 19 million impressions and delivered a 25-point lift in brand consideration. In Spain, DOOH efforts also translated directly into in-store engagement, driving 1,361 store visits in Madrid alone.
Strengthening brand visibility and retail engagement
With 280 owned stores, over 5,000 multi-brand retailers, and a presence in 45 countries, Liu Jo’s primary goal was to increase brand visibility and retail footfall across key European markets.
The DOOH strategy was built around consumer mobility patterns, activating screens where audiences naturally spend time, from bustling retail districts to busy commuter routes. This approach ensured maximum visibility and supported event-based activations, including Liu Jo’s Madrid pop-up designed to drive incremental store traffic.
Tailored DOOH activations in Germany and Spain
Germany
The campaign focused on Berlin, Munich, and Stuttgart, three major cities where Liu Jo maintains flagship stores. DOOH screens were selected to guarantee continuous visibility throughout the day in:
- Central streets
- High-traffic transit corridors
- Key shopping areas
Spain
Two activations were deployed in Madrid: one in May and another in October.
- May: drive attendance to a dedicated pop-up store while supporting the permanent boutique.
- October: optimise drive-to-store performance, especially toward the Calle de Serrano store.
Strong measurable results across markets
The campaign demonstrated the impact of data-driven programmatic DOOH:
- Germany: 11M+ impressions and a 23-point increase in brand consideration (brand-lift study).
- Madrid, May activation: 5M impressions and a 25-point lift in consideration.
- Madrid, October activation: 3M impressions, a 22-point lift, and 1,361 store visits (59 visits/day on average).
Programmatic DOOH: A unified, scalable European setup
The campaign was fully orchestrated through Displayce’s OOH Suite, enabling simplified multi-country and multi-publishers activation. This centralised platform offers:
- access to 254,000+ digital screens across 24 European countries
- unified data for targeted DOOH buys
- streamlined cross-market management
- consistent brand messaging with locally relevant optimisations
Programmatic DOOH allowed Liu Jo to scale its European presence efficiently while driving measurable business outcomes.
