DOOH Advertising

DOOH campaign drives awareness of Just Dance 2026

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April 21, 2026

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Ubisoft, in collaboration with media platform Displayce, agency Artefact and SSP VIOOH, deployed a programmatic DOOH campaign across four countries (U.K., France, Germany, Australia) to drive awareness of the game Just Dance 2026.

Activated in proximity to retail locations and locally adapted in each market, the campaign in late 2025 targeted families and parents as key purchase decision-makers, according to a press release.

In the U.K., delivery focused on digital screens located near Argos and Smyths Toys stores.

Running across 179 premium screens, 86% of which were located in shopping malls, the campaign leveraged proximity-based targeting with activation zones ranging from 0.5 to 1 km around retail locations.

"Programmatic DOOH played a key role in our multi-country strategy for the launch of Just Dance 2026. By combining precise geotargeting around strategic retail areas, we were able to capture the attention of players and families directly within their purchase journey, from urban streets to shopping malls. The encouraging uplifts observed across our brand metrics demonstrate that a data-driven DOOH approach generates real impact on consideration for this type of title," Azzeddin Koleilat, manager display and programmatic at Artefact, said in the release

In the U.K., the campaign generated 2.6 million impressions and delivered a 33% ad recall rate, placing Just Dance 2026 in the top 20% of the most memorable campaigns in the market, according to Happydemics.

The campaign drove a +24-point uplift in consideration and achieved a 46% creative interest rate.