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Gucci

Luxury designer brand uses programmatic Digital-Out-Of-Home to drive footfall to event

About this campaign

Results
1489 visits to the Gucci Cosmos exhibition, 8198 visits to Gucci stores across London beyond those of the exhibition
Inventory
Phase 1: street furniture. Phase 2: rail and transport
Partners
JCDecaux, Dentsu, Kering, Lifesight

THE CHALLENGE

Drive footfall to the Cosmos exhibition at 180 The Strand while concurrently generating interest and action towards the brand. 

THE OBJECTIVE

To engage and convert the existing Gucci customer alongside the aspirational Gucci audience, driving them to the Gucci Cosmos exhibition on 180 The Strand, as well as driving footfall to Gucci flagship stores across London.

THE SOLUTION

This campaign capitalised on the benefits of both programmatic guaranteed and non-guaranteed deal types, 14 days of each phase (phase 1 - guaranteed PG, phase 2 - non-guaranteed NG), testing different audiences and environments to move away from the assumptive buy.

 

Download the short form case study here

Digital screen in a rail station advertising Gucci Cosmos exhibition
Digital screen in a shopping mall advertising Gucci Cosmos exhibition
Bus shelter screen at Phillmore Gardens stop advertising Gucci Cosmos exhibition
Bus shelter screen at High Street Kensington stop advertising Gucci Cosmos exhibition
Digital screen in a rail station advertising Gucci Cosmos exhibition
Digital screen in a shopping mall advertising Gucci Cosmos exhibition
Bus shelter screen advertising Gucci Cosmos exhibition
Bus shelter screen advertising Gucci Cosmos exhibition
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