Equity BabyBel: The Vanguard of Programmatic Outdoor

Publicis Groupe, in collaboration with JCDecaux, has created "Equity BabyBel," the first programmatic outdoor campaign for the Bel Group, a prominent player in the healthy fruit and dairy snacking sector. Specifically designed for the Babybel brand, the campaign features a tailor-made circuit, utilizing digital screens near Carrefour establishments to drive sales through the proximity of the support.

With the slogan "Join the goodness," inviting us to reflect on the goodness in both the foods we consume and our perspective on life, the campaign seeks to amplify coverage for the brand's specific target, thereby maximizing campaign recall. Jesus Martin Alonso, Strategy Programmatic Manager at Publicis Groupe, emphasizes the importance of innovation and appreciates the collaboration of strategic partners: "From Publicis, with the help of our collaborators (JCD and Sonata), we managed to launch the first programmatic-focused campaign on mupis at the point of sale. The commitment to innovation is constant, and thanks to BEL, we have made it a reality."

Challenges Overcome: Standing Out in a Fragmented Advertising Environment

The major challenge in designing this campaign was to effectively stand out amid advertising noise and reach the specific audience in a saturated market with fragmented communication environments. María Vara, Client Services Director at Starcom, highlights: "Our objectives focused on reinforcing the emotional connection with the product through differentiated communication actions." Álvaro Rodríguez, VP Sales Iberia at TAPTAP, adds: "With the precision and analytical capacity of Sonata LI, the programmatic PDOOH campaign for Babybel identified key screens in Carrefour environments with high traffic. We deeply appreciate the trust placed by PM Precision and Babybel."

The campaign was broadcast exclusively on digital screens near Carrefour establishments and main entrances within shopping centers to ensure high affinity with mass consumption. This approach allowed for budget optimization and the delivery of maximum affinity impressions.

Publicis Groupe's initiative marks a milestone in programmatic outdoor advertising, demonstrating that the combination of creativity, technology, and proximity can deliver impactful and memorable results.

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If you're inspired by the success of Publicis' programmatic outdoor campaign and are looking to achieve similar success in the USA and Canada, consider partnering with BM Outdoor. Our specialized outdoor advertising agency can help you craft and execute a campaign that resonates with your target audience. With BM Outdoor, you can reach new heights of visibility and engagement, ensuring your message stands out in the competitive North American market. Contact us today and discover how BM Outdoor can make your campaign a success on both sides of the border!