Publicis · Banderas · Argentina
Banderas fragrances conquered Buenos Aires with its DOOH campaign on Taggify
The fragrance brand advertised its latest launches for three months in the autonomous city of Buenos Aires.
Partners
For three months, Taggify's DSP platform, used Big led screens, totems and shopping in the Banderas campaign with the objective of impacting its audience with The Icon Attitude and the Icon Splendid fragrances.
THE CHALLENGE
The brand had to advertise its new fragrances in the city of Buenos Aires. To achieve its goal, Banderas partnered with the agency Puig and Publicis Groupe, and used the following advanced tools from Taggify's programmatic platform.
THE SOLUTION
- Point-of-interest targeting: The brand used the hyper-localization tool to target campaigns based on proximity to relevant points of interest. As a result, the ads could be seen near shopping malls, pharmacies and perfumeries, where the brand's new perfumes are sold. This boosted the campaign's performance in terms of ROI.
- Demographic targeting: The brand segmented the audience by young women and men alike; in this way, the ads were presented at the moments when they were in front of the screens, optimizing impressions. In addition, the ability to use video content in different creatives allowed for attention to be captured for longer than traditional static OOH creatives would have allowed.
- Specific locations: The selection of screens focused on confluence areas such as Palermo, Caballito, Almagro, Villa Crespo, Cabildo, Santa Fe, Belgrano, Centro and Recoleta. Therefore, the impact was made in areas of socioeconomic level corresponding to the brand.
As a result of the campaign, Banderas achieved more than 4,900,000 impacts. In this way, the brand increased awareness of its fragrances in the minds of its consumers in the city of Buenos Aires.
