Digital agency Jellyfish and HOKA launched a cross-media DOOH and mobile campaign from the UK to promote their Kawana trainer in Germany. Targeted at fitness enthusiasts, and in partnership with Walldecaux, the campaign aimed to boost brand awareness and conduct brand engagement research.
Creating brand engagement with DOOH
HOKA, a challenger brand new to the German market, offers premium trainers for running enthusiasts. Jellyfish targeted a young, urban audience for this campaign, focusing on Berlin and Munich to reach and engage with them. The campaign was strategically activated during peak footfall times in those cities between 11am and 9pm. The research was pivotal in demonstrating the medium's effectiveness.
Campaign effectiveness on brand awareness
Walldecaux ran a study throughout the campaign to demonstrate and quantify the brand uplift. They defined control and test environments, and conducted online studies. This enabled them to monitor the difference of when the campaign had or had not been seen, analysing brand awareness and recognition, as well as the impact and engagement with the creative.
As a result, the campaign demonstrated a 76% uplift in brand awareness amongst respondents that had seen the campaign, and 25% stated that they had an immediate interest in the Kawana product, delivering a memorable creative message.
HOKA continues to invest in programmatic DOOH as they build their brand across Europe due to this success. The ease of activating this cross-border campaign from the UK to Germany highlighted the efficiency and effectiveness of international DOOH strategies.
Keen to learn more?
Running multi-country campaigns in our DSP is now easier than ever. With inventory accessible in over 30 countries, you can plan and activate your campaigns from a single account. Our DSP allows you to manage budgets in your local currency, eliminating errors and streamlining operations. You can easily extend your targeting, measurement, and retargeting strategies to reach diverse audiences internationally.
Reach out to our DACH Business Development director, Aylin Demiral at ademiral@vistarmedia.com to learn more about this campaign or DOOH opportunities in the region.
