ESTHEDERM

Institut Esthederm chooses OOH+Mobile advertising synergy for Drive to Store thanks to IGPDecaux and Locala solutions

Institut Esthederm, whose professional cosmetic treatments are primarily aimed at preserving the youthfulness of the skin, relied on IGPDecaux's Out Of Home advertising solution in synergy with Locala's Street to Store to launch the Age-Proteom Innovation: a mix of outdoor and digital communication whose end result proved to be far greater than the sum of the individual components.

The set-up of the OOH+Mobile campaign was based on the specific communication needs of Institut Esthederm and had as its main objectives the generation of brand awareness and the drive to store towards the points of sale (pharmacies, beauty salons and hairdressers) where Age Proteom is distributed.

With reference to the OOH campaign, thanks to Adsquare Planner, IGPDecaux built a customised network of 200 spaces in Milan, garrisoning both areas frequented by Beauty&Wellness Enthusiasts, Cosmetics&Wellness app users, and areas in the vicinity of points of sale.

In addition, Locala delivered 470,000 impressions to users passing by the OOH facilities or in the vicinity of selected retailers. The call-to-action of the in-app banner was clear and engaging: it invited users to click to find out where to pick up the brand's mini-branded product. The simple click, in fact, landed the user on an interactive map, guiding them to the nearest retailer relative to their location in real time.

The results of the campaign were considerable: the custom OOH network generated 36 mln contacts and a Reach on residents of the City of Milan of 93%. The mobile campaign, on the other hand, recorded a visit rate of 0.2% on users exposed to mobile media only, 0.3% on users exposed to OOH media only, and a rate of 1.5% when analysing the visit rate of users exposed to both OOH and Mobile.

This is proof that the two media worked extremely synergistically, generating 4.5x the visit result that would have been achieved by planning OOH alone and 6.2x that achieved with mobile alone.

It should be added, moreover, that the OOH spaces with the highest demand for mobile impressions were also those that had shown a high target affinity index in Adsquare Planner, demonstrating the effectiveness of the analyses made in the planning phase.

Which systems are involved?

Bus Shelters + Mupi

Full-Wrap

Browse the catalogue

Centro Direzionale Milanofiori
Strada 3, Palazzo B10
20057 - Assago - MI
Tel: 02/654651
Fax: 02/6599037

Services and Planning

Corporate

Contacts

Work with us
Contacts
Request a quote

Whistleblowing
Click here to send a report

Request a quote

I would like to request a quote for:

Your data

I represent a communication agency

Your contacts details

Your message

IGPDecaux S.p.A., in line with its Privacy Policy, may use my personal data for

direct marketing purposes, aimed at promoting IGPDecaux's services, products and brands, both by traditional means of communication (e.g., paper-based mail, operator telephone calls, etc.) and by automated electronic means pursuant to Art. 130, paragraphs 1 and 2 of Legislative Decree 196/03 and, where applicable, pursuant to EU and/or national provisions that will replace/supplement the aforementioned legislation;

the performance of analysis and market research activities, both by traditional means of communication (e.g., paper-based mail, operator telephone calls, etc.) and by automated electronic means pursuant to Article 130, paragraphs 1 and 2 of Legislative Decree 196/03 and, where applicable, pursuant to EU and/or national provisions that will replace/supplement the aforesaid legislation;

the sending of newsletters and periodic updates (e.g., by e-mail) relating to products, services, initiatives and events organised by or in collaboration with IGPDecaux, including invitations to the aforementioned events, both by traditional means of communication (e.g., paper-based mail, operator telephone calls, etc.) and by automated electronic means pursuant to Article 130, paragraphs 1 and 2 of Legislative Decree 196/03 and, where applicable, pursuant to EU and/or national provisions which will replace/supplement the aforementioned legislation.