Industry
Retail
Challenge
Dulux needed to drive foot traffic to its Australian retail outlets while showcasing the durability of its paints across varying weather conditions.
Results
The programmatic DOOH campaign successfully engaged consumers nationwide, boosting brand visibility and encouraging store visits.
Key Product
Weather triggers
Raining success
Through a nationwide programmatic DOOH strategy spanning various venue types, Dulux aimed to boost foot traffic to its Australian retail outlets. With strategic execution and precise audience targeting, the campaign effectively engaged consumers and enhanced brand visibility.
-> Weather triggers
Aiming to highlight its paints can endure all weather conditions, Dulux used The Weather Company's Weather Targeting to deploy specific creative messaging when local conditions indicated sun, wind and storm patterns.
-> Advanced targeting
By geofencing a 1.5km radius around Dulux retail outlets and affiliated paint sellers, Vistar leveraged advanced time and location-based technology to execute precise day-parting strategies. Ads were strategically triggered solely during peak hours, from 6am to 9pm.
-> Footfall analysis
To evaluate the campaign's effectiveness, we partnered with Lifesight to conduct a footfall study. This study provided invaluable insights into the campaign's impact on consumer foot traffic to key store locations.
