Aspex Eyewear Group looks to Vistar Media, a cutting-edge global provider of programmatic technology for digital out-of-home (DOOH), to bolster its North American presence via a multi-touch marketing campaign. The new venture aims to drive brand awareness for Aspex’ TurboFlex® technology.
Aspex Eyewear is an industry leader in quality eyewear manufacturing and distribution. Its worldwide patented TurboFlex® technology combines fashion and innovation, with the world’s first 360° hinge.
Leveraging Vistar Media’s proximity targeting capabilities, Aspex Eyewear will launch ads in key retailers, in all major cities in Canada and throughout the U.S. Utilizing programmatic solutions through Vistar, Aspex will seamlessly place media buys across North America, in both English and French creative.
The campaign will feature a mix of static and video creative content including billboards, urban panels, colleges/universities, bars, movie theaters, office buildings, malls, taxi/rideshare tv and more. Engaging, high-impact messaging will reach the target audience at several touchpoints throughout their daily routine, driving them to close-proximity retailers where the product is sold.
“Rolling out a strategic campaign across North America is always fun for our team, even more so when we are working with a brand, like TurboFlex®, that shares our passion for fusing rich creative and innovative technology,” says Scott Mitchell, Managing Director, Canada, Vistar Media.
Aspex Eyewear has chosen programmatic DOOH to further diversify its media mix to support TurboFlex® social media campaigns and TV spots. This is the brand’s first time integrating the unique capabilities of DOOH into its omnichannel marketing strategy – a tactic that has been proven successful for many ambitious, Canadian brands. Aspex will conduct a brand study to evaluate DOOH performance following its 13-week flight.
“We are proud to partner with Vistar Media to execute our DOOH campaign right off the heels of our partnership with the 65th GRAMMY Awards® and the GRAMMY Gift Lounge,” says Félix Sidès, Vice President, Aspex Eyewear Group. “The proximity targeting and robust measurement capabilities of DOOH will allow us to effectively connect with our audience across North America, evaluate the impact of campaign performance and take our broader marketing strategy to the next level.”
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