Capri-Sun has launched a dynamic new digital out of home (DOOH) advertising campaign, promoting the brand to consumers and independent convenience store retailers, by targeting digital sites near to key locations.
Devised by out of home (OOH) and location marketing specialist Posterscope, in collaboration with media agency Vizeum and creative agency Ignition, the campaign promotes the screw top 330ml larger, resealable Capri-Sun product, urging consumers to ‘grab on the go whilst out and about’. The ‘grab and go’ format supports Capri-Sun’s ethos of carefree fun, enabling consumers to enjoy Capri-Sun at any occasion. The ads will appear on 1119 digital roadside and rail sites within 1000m to a convenience store. Capri-Sun wants to support high street retailers by boosting awareness of the product to consumers in their local neighbourhoods.
The highly targeted campaign will use the full dynamic capabilities of DOOH to make the campaign as contextually relevant as possible. Activated through Posterscope’s Dynamic Scheduling platform, Liveposter, the campaign includes dynamic messaging in the form of location call outs.
The targeting of the campaign has been focused on major cities, including London, Birmingham and Manchester, where there a particularly high proportion of independent retailers. In support of the outdoor campaign will be a series of activations on other platforms. The 200ml (multipack, core brand asset) will be on TV throughout the year, while social media adverts promoting the 330ml pack will be live until September.
According to Lin-Sze Teh, Managing Partner, Vizeum: “Creating standout on the street is so difficult in a category that is saturated with advertisers and hugely influenced by distribution so we’re excited to be utilising OOH’s digital capabilities to add a little fun personalisation to Capri-Sun’s on the go screw top campaign where we know the pay-off of being more relevant can be significant.”
Leia Reuter, Agency Strategy Director, added: “This campaign uses the full range of dynamic capabilities that DOOH offers to achieve the twin goals of raising the profile of the product among store owners and driving footfall into the stores. We have been able to use a data-led approach to make this as targeted as possible, with dynamic messaging and the new capability to accurately track the sales uplift and effectiveness of outdoor advertising.”
The campaign follows recent research from Posterscope which proves an uplift in sales in stores near to OOH sites. The research by Posterscope and IRI measured the impact that proximity OOH advertising can have on purchasing behaviour and product sales across multiple stores, revealing it lifted FMCG sales by 8.2% across multiple stores.