How to maximize the efficiency of LED screens (DOOH)

Discover how Napolina transformed its brand perception and boosted sales through impactful outdoor advertising and innovative DOOH strategies.

Napolina's Mission in a Competitive Market

Napolina faced the challenge of standing out in a crowded market. Their mission was to dispel the 'humble' image of Italian ingredients and elevate their status on the shopping list. Aiming to reaffirm their quality contribution to every meal, Napolina sought to demonstrate why their products are worth paying for compared to own-label alternatives. This focus resulted in a significant increase in brand awareness and consideration, as well as a boost in sales.

Advertising Strategy: Nationwide Reach and DOOH

Napolina's strategy was based on broadcast reach, planning a nationwide campaign in key retailer hotspots to target light-category buyers. This campaign was complemented by their flexible use of DOOH (Digital Out of Home), which allowed them to increase their presence during the evening commute on roadside formats, aligning with their partnership with Smooth Radio between 4-7 p.m. This was an ideal opportunity to tap into the 25% of grocery shoppers who often buy ingredients for dinner on their way home from work.

Visual Impact: 3D Installation at Mercato Metropolitano

To create big visual impact, Napolina designed a special installation that literally elevated the brand. They placed a giant can of Napolina on top of a classic Italian column mounted onto a 96-sheet billboard. This 3D installation was situated in the heart of one of London’s most bustling food markets, Mercato Metropolitano in Borough. The campaign was extended into their social media strategy to add incremental reach and impact.

Successful Results

The campaign successfully shifted consumer perceptions of ‘quality,’ ‘trust,’ and ‘worth paying more for.’ Most importantly, it achieved Napolina’s highest brand awareness score ever. A staggering 84% of consumers stated they now considered buying Napolina, which is significantly higher than their competitors, leading to a 7.8% sales increase in stores during the campaign.

Conclusion: Outdoor Advertising as an Effective Strategy

Outdoor advertising campaigns, like Napolina's, not only elevate brand awareness but also impact consumers' purchase decisions. With options like billboard advertising and DOOH, companies can maximize their presence and effectiveness in the market.

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    Billboards are large outdoor advertising structures that attract attention from drivers and pedestrians. They provide an excellent platform for brands to showcase their message to a wide audience.

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    Posters are versatile advertising formats typically used in high-traffic areas. They can effectively convey promotional messages or branding with striking visuals.

    Transit Advertising

    Transit advertising takes advantage of public transport systems to reach commuters. It includes ads on buses, subway stations, and shelters, ensuring maximum visibility to a diverse audience.

    Specialty Advertising

    Specialty advertising encompasses unique formats, such as murals and kiosks, which can provide a creative and engaging way to connect with consumers in specific locations.

     

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