The strategic impact of DOOH on brand positioning campaign

Campaign's Challenge 

Pernod Ricard, a global leader in the wine and spirits industry known for its extensive portfolio of premium brands, launched a DOOH campaign in the Spanish cities of Málaga and Sevilla, targeting individuals aged 18-44.

This branding campaign aimed to position its gin brand, Beefeater Black, among the target audience by reinforcing its premium credentials and enhancing the aromatic properties of the product.

JCDecaux Spain was tasked with assessing the campaign's effectiveness on the target audience, enabling Pernod Ricard to evaluate the achievement of their objectives post-campaign and gain actionable insights for future campaigns.

Campaign's Strategy 

The Digital Out-Of-Home campaign ran for two weeks in the winter of 2024 on 170 digital screens within the street furniture environment in Málaga and Sevilla. This strategic location aimed to achieve the widest possible coverage by leveraging high-traffic areas within each city.

To measure the campaign's impact, JCDecaux Spain conducted two brand impact studies with Attest, a renowned panelist. These pre and post-campaign studies evaluated brand-level KPIs such as awareness, consideration, and purchase intention.

Additional questions have been included in the post-campaign survey to evaluate the audience's opinion on the campaign. The surveys gathered 600 responses from both cities, providing a precise view of how these KPIs have evolved thanks to the DOOH campaign.

Campaign's Results 

Post-campaign brand awareness averaged 72% across all age categories, marking a 6.2 points increase compared to pre-campaign results. Among respondents who reported seeing the campaign, a majority perceived a positive and original image. More than two-thirds of respondents who remembered the advertisement expressed willingness to try or recommend theproduct.

The campaign successfully reinforced Beefeater's association with quality and high-end attributes:

• 82% identified Beefeater Black as "the new premium gin" 
• 75% described it as "a quality gin with two extra botanicals”
• 71% stated that "Beefeater Black invites me to elevate my night.” 

With the support of the JCDecaux teams, Beefeater validated the achievement of its campaign objectives in positioning itself as a premium brand, while also gaining valuable insights into the impact of DOOH in the marketing funnel.

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