Customer Experience
Peroni delivers culture with DOOH campaign
One Italian brewery encouraged customers to not stay connected with each other during COVID-19 with a DOOH campaign.
December 8, 2020 by Bradley Cooper — Editor, ATM Marketplace & Food Truck Operator
When it comes to DOOH, COVID-19 has put a major dent in its operations. Between restrictions and overall consumer anxiety, it can be difficult for DOOH to find a steady audience. However, some companies are finding ways to deliver impactful DOOH campaigns that connect with audiences on a deeper cultural level, such as Peroni Brewery.
The Italian based alcoholic beverage producer, recently launched a campaign in Sweden alongside Talon Outdoor and content agency Trouble Maker, to encourage Swedes to get out and walk around and take part in an Italian tradition called "La Passeggiata." This tradition is an early evening activity where Italians get out to walk and socialize with neighbors.
This campaign was a challenge to get off the ground, due to both COVID-19 restrictions and Sweden's ban on advertising alcohol. To learn more about this campaign and how Talon navigated these challenges, Digital Signage Today spoke with Jonathan Everaere, business director, Plexus Outdoor, Talon's global OOH network.
Q. What were some of the unique challenges of this campaign?
A. Audiences are behaving and moving differently. We had to adapt our media plan taking new travel or social behaviors into account without compromising on the key campaign objectives.
The OOH activity was the first campaign following Trouble Maker's win of the Asahi International EMEAL media account. (see news of this here). Not only was this the first campaign after the account win, but it launched during a particularly testing time globally. Being involved from brief creation to campaign execution together has been refreshing and a valuable learning process in how collectively we're able to deliver the best international solutions for Peroni Nastro Azzurro.
Q.How did you overcome said challenges?
A.We ensured the inventory selection and distribution used reflected the new behaviors. We used premium DOOH to drive brand fame and cut through. Street furniture and targeted DOOH inventory was used to drive awareness. The OOH activity was part of the wider campaign launching Peroni Nastro Azzuro's campaign across Sweden which began in August running across digital out-of-home, video-on-demand, social media and with the support of influencers.
Removing friction between creative and media leads to campaign plans with no disconnect to the original strategy. It allowed the wider group of agencies involved to a truly channel agnostic approach as all stakeholders are focused on one key output - driving our client's business forward.
Bringing in smart, independent, executional partners who shared a common vision was key in delivering the right model of success for Sweden.
Q.How does this campaign speak to the culture of the brand and the environment?
A.The strategy for this campaign centered around effectiveness. There is a strong synergy between the creative message and OOH. The campaign was day parted to further engage with consumers taking mindset into consideration. Ultimately, we needed to drive trial of Peroni Nastro Azzurro through building awareness and consideration through high impact and dwell time channels and by being top of mind at moments of consumption to deliver meaningful results.
Q. How can DOOH empower a brand's message?
A. It's been an unprecedented year for many reasons, so trust and reassurance are key messages for brands in the current climate.
OOH is a channel that people trust, with +17% more likely to feel confident in a brand using OOH and +14% more likely to trust that brand. Our Talon Benchmarks data also demonstrates this with an average uplift of +26% in trust when OOH is part of the media mix, measured for key brand campaigns using OOH. Most notably, throughout lockdown, OOH also recorded the largest media channel increase in consumer trust of +14% to 57%.Now is the time to prime these audiences who are out and about, using OOH to influence their purchasing decisions now or later online with the best brand awareness campaigns.
Broadcast and brand awareness still remains a top priority. OOH has never been more prepared to deliver broadcast audiences, amplify social stories and above all, prove the worth of communication spend through actionable evidence. Brands can capitalize on OOH's flexible and high-quality digital inventory which delivers the reach, location and context to talk to audiences.
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