KitchenAid, which produces small appliances that are the perfect combination of professional performance, quality and iconic design, has decided to avail itself of the solution consisting in Locala’s Street to Store in synergy with IGPDecaux’s OOH adv: a fusion of digital and external communication, whose final result proved to be greater than the sum of the individual parts.
The OOH+Mobile campaign, on-air in Milan from 7 to 20 November 2022, was developed ad hoc, meeting KitchenAid’s specific needs, and its main objective was the continuation and deepening of the dialogue with the target by showing details on the active promo. The banners shown in the app were addressed to users in the 35-60 age group, who are mostly high spending individuals, design and cooking lovers, who had searched online for KitchenAid or competitor brands and who had visited one of the stores in which the products are distributed.
Thanks to AdSquare Planner, IGPDecaux has built a custom OOH network consisting of 200 spaces, positioned in the areas mostly frequented by the target clients and close to the selected points of sale. Therefore, this targeting was carried out through both media, guaranteeing a maximisation of the advertising investment.
Overall, over 750,000 impressions were delivered to users who passed near the OOH locations or who were standing near the stores. By clicking on the banner, the user discovered further details regarding the promo which, thanks to the purchase of a small KitchenAid appliance, allowed them to recover part of the expense to enjoy other experiences. In addition to this, 33 million contacts were brought by the OOH campaign and the reach of Milan residents was equal to 94%
The results of the campaign were important: a visit rate of 0.5% was recorded on users exposed to mobile means only, 0.7% on users exposed to OOH only and a percentage that increased 6.3% when analysing the visits of users exposed to both means. The synergy campaign therefore performed optimally, which increased by 9x the result of visits that would have been obtained by planning the OOH only, and by 12x that obtained only with the mobile media.
Finally, it is important to note that the OOH spaces with the highest demand for impressions were also those which, during the planning phase, had shown a high affinity index to the target clients, thus proving the effectiveness of the analyses carried out in advance.
