Gall & Gall aimed to be present during key summer occasions like beach trips with friends, family camping adventures, or park gatherings. To "claim" summer, they launched a cross-media campaign with the slogan “Enjoy your summer with Gall & Gall” (or, in Dutch: “Geniet van je zomer met Gall & Gall”). The DOOH component was divided into two phases: an awareness flight and a contextual flight.
Raising Brand Awareness with Store Targeting
The awareness phase ran for two weeks, focusing on maximizing reach. Digital screens near Gall & Gall stores across the country displayed the campaign's hero creative with its summer slogan, driving visibility and brand recognition.
Contextual Targeting with Weather Forecasting
Following the awareness phase, the contextual flight utilized weather-based targeting. Specific ads were triggered based on weather conditions that aligned with the content of the ads.
Rather than waiting for perfect conditions, Gall & Gall anticipated consumer planning behavior. Ads were activated when good weather was forecasted, targeting audiences as they prepared for summer activities. For instance:
- Barbecue Promotions: Ads promoting barbecue-friendly wines were triggered by ideal barbecue weather forecasts and targeted postal codes with a high prevalence of private gardens.
- Park Gatherings: For urban areas, ads promoted bag-in-box wine, the perfect portable solution for a day in the park. These were displayed on screens in big cities during weather forecasts ideal for outdoor park activities.
Data-Driven Activation with Vistar Media
Gall & Gall executed this campaign using Vistar Media’s platform, combining weather forecast data with precise location targeting. This ensured the ads reached the right audience at the right time, delivering highly relevant and contextually engaging messages.
By integrating weather-based triggers and location-specific targeting, Gall & Gall created a dynamic, data-driven campaign that resonated with consumers, reinforcing their brand as the go-to choice for summer enjoyment.
