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