Background
Pirkanmaan Osuuskauppa wanted to make their most important customer benefit during Midsummer week impossible to miss. The Double Bonus campaign brought double bonus points for a week across all Pirkanmaan Osuuskauppa locations from Prisma and Sale supermarkets to S-markets, ABC service stations, restaurants and other services.
A cooperative is owned by its members, where customer-owners are rewarded monthly with cash bonus payments. The goal of the Double Bonus campaign was both to support Midsummer sales and to make the value of customer ownership visible where people move about in their daily lives.
Digital out-of-home advertising was selected as part of a broader media mix because the campaign wanted to reach consumers at just the right moment, for example on the way to Midsummer shopping.
– We wanted the campaign to be where the consumer moves during Midsummer week. Outshine's digital displays are in really good traffic locations along Tampere's main roads. Out-of-home advertising works for us as a reminder in exactly those situations where the customer makes purchasing decisions, says Heidi Jäppinen, Customer Experience Manager at Pirkanmaan Osuuskauppa.
The core message of the Double Bonus campaign was clear, familiar and easy to understand. That's exactly why it was perfect for digital out-of-home advertising.
– Together with media planning, we identified that this type of message works well in out-of-home advertising. You don't need to explain it at length. It's enough that the message reaches at the right moment with sufficient impact, Heidi Jäppinen says.
Execution
The campaign was executed as a domination of multiple digital surfaces in Tampere during Midsummer week. The goal was to literally take over the cityscape with the Double Bonus message.
This was Pirkanmaan Osuuskauppa's first domination execution with Outshine.
– We wanted to test how domination works. I drove past the screens myself, and it was a really impressive sight, Heidi Jäppinen praises.
The digital surfaces used two different materials. One reminded about the Double Bonus campaign and the other invited people to become a customer-owner.
In addition to existing customers, the solution reached those who were not yet customer-owners.
– We also wanted to communicate to those considering customer ownership that they too can enjoy Bonus euros, and even doubled. At the same time, using two materials kept the overall message interesting and didn't feel too repetitive, Heidi Jäppinen explains the campaign message.
The campaign relied strongly on simplicity. Clear visuals, punchy messaging and sufficient visibility together built an impressive whole.
The Midsummer campaign also leveraged lessons learned from a similar campaign executed during Father's Day week. The overall approach combined owned channels, paid media and digital out-of-home advertising into one effective campaign.
– Digital out-of-home advertising has an important role here. In particular, this kind of prominent domination also signals outwardly that this campaign is meaningful to us. We want to make sure our customers really hear about it, Heidi Jäppinen says.
Results
The Double Bonus campaign succeeded in supporting both Midsummer sales and awareness of the benefit offered to customer-owners. Even before the campaign launched, positive feedback was received from customer-owners about the upcoming campaign.
The domination execution demonstrated how effectively digital out-of-home advertising can amplify the visibility of an important campaign as part of a broader media mix.
– I especially recommend domination campaigns for important campaigns where the message is clear and easy to understand. A simple message works excellently in urban spaces, Heidi Jäppinen praises.
– From a sales and customer behavior perspective, this was a really successful campaign. The media choices and level of investment hit the mark, and we were able to support the Midsummer sales that matter to us and provide concrete added value to customer-owners at just the right time, Heidi Jäppinen concludes.
Advertiser
Media agency
Out-of-home advertising execution
