To increase sales of their hybrid SUV model, the Compass, Jeep and Starcom approached Hawk to run a location-based omnichannel campaign.
Running on JCDecaux screens through the VIOOH platform, as well as across Global and Broadsign inventory, the campaign was displayed to audiences within a 5km radius of the top 20 Jeep retailers across the UK.
This campaign utilised programmatic capabilities including geo-targeting as well as real-time footfall optimisation in order to drive results. The omnichannel approach created a comprehensive user journey, enabling users who were exposed to DOOH ads to later be retargeted with audio and display creatives, increasing relevance and maximising the likelihood of visit to a Jeep dealership.
This approach was incredible success: the cost per visit for users exposed to an audio ad only was £709; this decreased to £267 when they were retargeted with a mobile ad. Users were also more likely to visit a dealership if they were exposed to audio and DOOH ads and retargeted with a mobile display ad than if were only served a mobile display ad. Overall, 700 Compass units were sold, achieving 50% of the annual sales target, and there were 2,833 visits to a Jeep dealership within 10 days of being exposed to an ad.
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