The Flying Tiger Christmas campaign, a collaboration with media agency S360, successfully delivered a single core message across multiple markets. The campaign’s central theme was "All you need from Christmas with 30% off, just a few steps away," a clear value proposition, consistently deployed across four countries and six major cities: Copenhagen, Madrid, Barcelona, Rome, Turin, and London.
Strategic localisation and messaging
A key element of the campaign’s strategy was its ability to adapt to each market. While the brand’s message was unified across regions, the creative assets and copy were carefully translated and localised for each. This approach ensured that the messaging was not only linguistically correct but also culturally relevant, connecting with local audiences in a more personal way than a generic, one-size-fits-all approach.
Optimised targeting and execution
The campaign’s execution relied on a strategic use of technology to drive in-store traffic. By utilising 250m proximity targeting, ads were delivered exclusively to consumers who were within a short walking distance of a Flying Tiger store. Campaign reach was further optimised by adjusting display times based on market-specific data, focusing delivery to peak shopping hours on weekdays and weekends. This targeted and timely delivery was crucial for converting digital impressions into physical store visits.
The measurement: Uncovering real-world impact
To guarantee the highest quality insights, Vistar Media partnered with Spotzi, the geomarketing measurement specialist. This independent analysis employed a rigorous three-phase methodology to accurately quantify the campaign’s influence on store footfall.
-> Audience identification
A geofence was created around the digital out-of-home (DOOH) screens. Unique mobile devices present within this geofence when the Flying Tiger ad was displayed were identified, forming the exposed group.
-> Store visit correlation
The devices identified in the exposed group were then tracked to determine how many subsequently visited the targeted Flying Tiger store locations in London.To isolate the campaign's true impact, the analysis compared the store visits of the exposed group to a control group of users who were not exposed to the ad. This comparison allowed us to measure the incremental uplift directly attributable to the campaign.
-> Control vs Exposed analysis
To isolate the campaign's true impact, the analysis compared the store visits of the exposed group to a control group of users who were not exposed to the ad. This comparison allowed us to measure the incremental uplift directly attributable to the campaign.
The results: A tangible increase in store footfall
The measurement results conclusively demonstrated the power of a targeted programmatic DOOH (prDOOH) strategy:
- 19.88% increase in store visits: People exposed to the Flying Tiger advertisement were 19.88% more likely to visit a Flying Tiger store compared to the control group, clearly showcasing the direct influence of DOOH exposure on consumer behaviour.
- Immediate and sustained impact: While the majority of store visits occurred on the same day as exposure, a continuous "halo effect" was observed for up one-week post exposure, highlighting the lasting impression of the campaign.
- High performance days: Tuesday and Friday were the most popular days for store visits.
- Proximity and frequency: Analysis revealed that the stores which experienced the highest number of visits were those surrounded by the most screens, demonstrating that increased ad exposure within a localised area leads to a greater impact on foot traffic.
More screens = more visits
This case study with Flying Tiger provides compelling evidence that a targeted programmatic DOOH campaign can be highly effective in driving in-store footfall. The results confirm that by strategically combining proximity targeting with an increased frequency of ad exposure at key times, brands can significantly boost store visits, drive conversion opportunities and gain valuable insight into consumer behaviour.
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