First ever paid media activation using programmatic DOOH with real-time football data
THE CHALLENGE
HP faced competition in the German printer market, with high category awareness but limited differentiation among the target audience.
THE OBJECTIVE
Drive consideration and purchase intent for HP Smart Tank. Achieve measurable uplifts in brand awareness, ad recall, perceived innovation and purchase intent.
THE SOLUTION
Using DCO and real-time football data, HP’s campaign creatives tied product benefits to live football moments, making the brand relevant, timely and memorable across the Fifa World Cup. Creatives were updated every 12 seconds to stay relevant, including live score trackers when matches were on. Precision-focused time-targeting - running ads 6pm-12pm - meant the campaign budget was optimised for spend.