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Wild FI · Coca-Cola · Paraguay
Coca-Cola Celebrated Christmas with pDOOH and Taggify in Paraguay
The strategy was executed using strategically selected billboards and street furniture across the city of Asunción, integrating the brand into the urban landscape, during one of the most relevant moments of the year.
As a result, the campaign reached 114,625 impacts in Paraguay, achieving high visibility and strengthening Coca-Cola’s presence in a key season for consumption and celebration.
THE CHALLENGE
The brand’s challenge was to effectively communicate its traditional Christmas message while simultaneously driving traffic to its e-commerce platform through programmatic out-of-home advertising.
To achieve this, Coca-Cola partnered with WildFi and leveraged Taggify’s DSP capabilities to execute a strategy driven by data, context, and automation, thereby maximizing the relevance of every impression.
THE SOLUTION
- Geographic targeting: The campaign focused exclusively on the city of Asunción, where audience movement patterns were analyzed to select screens located in high-traffic areas. Through programmatic buying, impressions were activated only in strategic locations, ensuring greater precision and relevance for the target audience.
- Time range: Using Taggify’s time-range tools, the brand displayed its ads during the moments of the day with the highest audience circulation. This approach helped optimize media investment and increase message effectiveness during peak attention periods.
- Pacing Rhythm: Thanks to Taggify’s pacing functionality, the campaign dynamically adjusted impression delivery, increasing exposure when the target audience was most likely to be in front of the screens. Clear calls to action (CTAs), such as the e-commerce website URL, were also included to encourage interaction and enhance campaign performance.
Taggify’s reporting confirmed how programmatic DOOH played a key role in delivering an efficient, contextual, and measurable Christmas campaign—reinforcing Coca-Cola’s position as an iconic holiday brand and becoming part of Asunción’s festive urban environment.
