Targeting print-primed audiences with timed programmatic DOOH to drive deadline subscriptions
THE CHALLENGE
How to create national fame for a deadline-driven product, while staying locally relevant.
THE OBJECTIVE
Drive subscriptions in an increasingly competitive media landscape. Deliver excitement and sales impact by making the Postcode Lottery unmissable.
THE SOLUTION
The campaign used door-drop data to target households that had already seen the print ads, layering programmatic DOOH over those exact priority areas. The screens were timed to ramp up toward the end-of-month sign-up deadline, creating a sense of momentum when it mattered most. This media plan transformed DOOH from a broadcast reminder into a data-fuelled multiplier.