Industry
Beverage (Alcohol)
Challenge
A Gin company had strong product recognition in market, but brand meaning lagged behind. While consumers recognised the distinctive bottle and Japanese heritage, the brand needed to build deeper familiarity, consideration and purchase intent.
Objective
The objective was to shift perception beyond recognition and establish the Gin brand as a culturally relevant, premium choice — driving full-funnel impact across five Australian cities at scale.
Key Product
Demand-Side Platform (DSP), Dynamic creative, POI Targeting
Strategy: Built to balance scale and relevance
The agency designed a hybrid out-of-home (OOH) approach, assigning distinct roles to each channel while keeping creative consistent.
- Direct OOH to drive broad reach and mental availability
- Programmatic digital OOH (DOOH) to deliver contextual relevance at key moments
By running the same creative across both, the strategy isolated context as the key variable, enabling a clear read on performance.
Execution: Built to deliver context at scale
The campaign combined national scale with precision targeting.
Direct OOH
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Large format and urban panels across metro markets
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High-reach environments to maximise saliency
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Focused on driving spontaneous awareness
Programmatic DOOH (via Vistar DSP)
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Activated near Japanese restaurants and premium retail
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POI-based targeting aligned to cultural context
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Dynamic activation across multiple formats and locations
This allowed the campaign to scale contextual relevance across five cities — something not achievable through traditional OOH alone.
Results: One strategy, full-funnel impact
The takeaway: A smarter way to plan OOH
By pairing national scale with contextual precision, the campaign demonstrated that
hybrid OOH planning delivers outcomes neither channel can achieve alone. Direct
OOH built broad reach and mental availability, while programmatic DOOH strengthened familiarity, shifted brand perception and drove higher purchase intent. With clearly defined roles and independent measurement, the campaign provides a blueprint for how brands can use programmatic to extend OOH beyond awareness and deliver full-funnel impact at scale.
