Proximity-based programmatic DOOH campaign to cut through seasonal noise
THE CHALLENGE
Cut through the noise, stand out against other brands competing for attention during Christmas. Bridge the gap to purchase by positioning Castello as a meaningful solution for the stressed out gift-giver.
THE OBJECTIVE
Transition Castello from a simple grocery item to a thoughtful DIY gift for the Christmas season, becoming a moment worth sharing.
THE SOLUTION
A multi-channel campaign was deployed across programmatic DOOH, online video and social media to bridge the gap between physical and digital environments. Precision proximity targeting was used to fence screens 250m to stockists and the campaign was time and day parted to run 10am-10:59pm Monday-Saturday, active shopping hours.