Industry
Luxury
Opportunity
Luxury retail is about creating destinations, not just stores. To mark the opening of its new Paris store, Ami Paris complemented the launch with an exclusive summer pop-up and leveraged programmatic DOOH to raise awareness of this new experience.
Key Product
Demand-Side Platform (DSP), Day-parting
Why did Ami Paris choose pDOOH?
For premium retail launches, relevance often matters more than scale.
By combining premium inventory, geographic precision and contextual scheduling, programmatic DOOH enabled Ami Paris to focus media investment where it could have the greatest impact. Meeting consumers around the new boutique right at the moment they were most likely to engage would not only drive awareness, but also potential store footfall.
The challenge
Opening a new boutique is more than announcing a new address, it's about creating anticipation and turning a destination into an experience.
To celebrate the opening of its new flagship store at 4 Place des Victoires in Paris, Ami Paris launched an exclusive summer pop-up featuring a limited-edition collection of branded ice creams. The objective was to generate awareness around both the new boutique and the temporary activation, encouraging nearby consumers to visit during the campaign period.
The response
To support the launch, Vistar Media designed a hyper-local programmatic DOOH campaign focused exclusively around the new boutique.
Rather than activating media across the entire city, the campaign concentrated delivery within a 1.2 km radius of Place des Victoires, ensuring that advertising reached consumers already in close proximity to the store and most likely to visit.
Premium digital screens across urban furniture, shopping malls and transit environments were selected to maximize visibility while remaining aligned with the premium positioning of Ami Paris.
The campaign also leveraged daypart targeting, running only during periods when shoppers were most likely to be exploring central Paris: weekday evenings (5 PM–8 PM) and weekends (10 AM–8 PM).
Campaign highlights
- 206 premium DOOH screens activated
- Approximately 882,000 estimated impressions
- 1.2 km geo-targeting radius around the new flagship
- One-week campaign optimised for peak shopping hours
- Urban, transit and shopping mall inventory across Paris
The takeaway
Ami Paris's campaign illustrates how luxury brands are increasingly embracing programmatic DOOH to support flagship openings, pop-up experiences and premium retail activations.
Rather than maximising reach alone, hyper-local targeting enables brands to connect with high-value audiences in the right environment, at the right moment, while preserving the exclusivity that defines luxury retail.