At the start of the summer festival season, XITE aimed to capture their target audience and increase brand awareness. They identified digital out-of-home as the ideal medium for brand building, leveraging location targeting near festival venues and engaging, high-impact creative tailored to a music, culture, and fashion-savvy audience.
XITE effectively deployed DOOH and mobile channels to engage their audience throughout the festival season and in various environments, positioning themselves as an integral part of the musical experience. They targeted DOOH locations on transport routes to and from events and around festival venues. Mobile provided a complementary layer for more personalized targeting, capturing the audience's mindset and environment between festival dates—not just during the events.
Programmatic Execution
The campaign was executed programmatically, using the following strategies:
- Location Targeting: Ads targeted festival-goers in transit, appearing at rail stations and routes near festivals.
- Date Activation: Campaigns were scheduled only on festival dates to ensure relevance.
- Day Parting: Ads were finely tuned to appear during key hours before and after festivals, focusing on transport routes and venues to maximize impact and minimize waste.
Campaign and Audience Reach
Over the summer, the campaign reached 250,000 festival-goers, including 150,000 from DOOH placements and an additional 200,000 through mobile targeting after the festivals.
Manon Fannis, PR and Communications Manager at XITE, shared: “With programmatic digital out-of-home and mobile, we were able to make our budget work effectively, tailoring our campaign and creative to our specific audience. We are thrilled with the innovation and efficiency programmatic brings and will definitely run it again!”
