The C&A Christmas campaign set new milestones in combining data insights and transforming these into a cross-linked out-of-home and programmatic mobile campaign which was specially tailored for the target group.
Posterscope Germany was challenged to deliver an OOH campaign that reached a broad target group and increased store traffic, all with a limited budget, whilst at the same time demonstrating the cost-effectiveness of the marketing activities.
In collaboration with Dentsu Aegis, Posterscope developed xMapper, a proprietary tool for planning integrated (D)OOH- and programmatic mobile campaigns. xMapper enables cross-media impression management based on proprietary target group data and geo-data as well as effective measurement of the combined OOH and mobile campaigns.
The campaign strategy was to use high-impact out-of-home media, to generate awareness, in conjunction with targeted mobile ads to increase engagement. To maximise efficiency, heatmaps were created using bespoke consumer studies to provide information on the movement-patterns of the target group enabling Posterscope to define the precise areas for the out-of-home campaign.
Based on these defined areas and audience insight a multi-format strategy was implemented. Megalight and city-light-networks in addition to infoscreen in the subway stations in Berlin, Hamburg, Cologne, Munich and Nuremberg were selected and optimised. Each poster was rated within the media-networks by their geo-coordinates in the C&A heatmaps and the plan manipulated to deliver the most efficient panels.
The OOH touchpoints also defined the areas where the programmatic mobile campaign rolled out, using the dataset of coordinates to geofence relevant locations, delivering double exposure.
The campaign was highly successful, delivering a 15% increase in store numbers (18% increase in the women’s department) measured via Wi-Fi trackers installed by Posterscope in the stores as well as a 20% sustained increase in footfall from those that had seen the mobile advertising verses those that hadn’t.