THE OUT – Driving Summer Awareness

Brief

The client brief for THE OUT’s campaign focused on enhancing brand awareness and boosting performance across digital channels. The primary goal was to deploy a highly targeted Digital Out-of-Home (DooH) campaign in affluent London areas, such as Chelsea and Fulham, using various creative formats. The campaign was strategically aligned with high-profile events like Wimbledon and The Ashes to maximise exposure. The objectives included tracking the impact on sales and revenue, particularly through performance media channels, by leveraging programmatic display for remarketing to individuals exposed to the DOOH ads.

40% uplift in Brand searches. ​​Delivering the best summer performance ever​

Strategy

The solution to THE OUT’s brief involved a meticulously crafted strategy that combined targeted Digital Out-of-Home (DooH) advertising with programmatic display remarketing. The campaign was designed to enhance brand awareness and drive performance across digital channels. By partnering with MIQ, the strategy focused on affluent London areas such as Chelsea, Barnes, and Fulham, utilising a variety of DooH formats. The creative idea centred around deploying five distinct creative variations to capture the attention of the target audience.

The campaign was tactically aligned with major events like Wimbledon and The Ashes, ensuring high visibility and engagement during peak times. Ads were scheduled to run during daylight hours to maximise exposure. Remarketing played a crucial role, as individuals exposed to the DooH ads were subsequently targeted across digital display platforms, enhancing the overall impact. This integrated approach not only boosted brand awareness but also significantly increased traffic, click-through rates, revenue, and bookings. The campaign’s success was evident in the substantial year-over-year growth in these metrics, demonstrating the effectiveness of the strategy and creative execution in achieving the client’s goals.

62% revenue boost YoY. ​ ​ Improvements across all digital channels upon launch of DOOH campaign​

Results

THE OUT’s campaign delivered outstanding results, demonstrating significant growth across key performance indicators. Traffic increased by 16%, while revenue surged by an impressive 62%. Bookings saw a substantial 78% rise, and click-through rates (CTR) improved by 51% compared to the previous year. These metrics highlight the campaign’s effectiveness in boosting brand awareness and driving conversions. The client expressed high appreciation for the campaign’s success, particularly in enhancing performance across both PPC and organic channels. The strategic alignment with high-profile events and targeted DOOH execution played a crucial role in achieving these remarkable outcomes.