-> Data-driven precision
Mad Mex utilised daily store-level sales data to strategically position and activate proximity-focused messaging. This approach aimed to precisely drive visitation when and where needed, addressing perception challenges at individual franchisee stores.
-> Dynamic DOOH venue mix
Capitalising on Vistar's extensive supply footprint, Mad Mex activated over 1,000 indoor and outdoor digital screens. This included a diverse array of locations such as retail malls, grocery stores, street furniture, and urban panels nationwide.
-> Proximity targeting
To engage consumers near Mad Mex restaurants, the campaign employed POI targeting within a 1km radius of select locations. The creative message at each panel was tailored based on monthly store performance data, emphasizing either taste, health, or value as the most influential driver.
Remarkable results
The campaign conquered footfall challenges in just 24 hours, slashing the lag time between sales and media activation. This unprecedented success has redefined Mad Mex's approach to retail footfall communications.
These remarkable increases surpass previous retail media activation strategies. The tech solution also extended Mad Mex's retail media presence, activating sites programmatically only when necessary, minimising wastage and maximising effectiveness on a limited budget.
“Sales performance increases have been so well-received, that we are in the process of refining this partnership and strategy further. We’re working to increase the complexity of sales data used significantly, to not only factor overall store sales but product sales too, activating to not only increase store footfall, but product sales as well. We are very excited to see how this solution will evolve and how this use of tech delivers for Mad Mex in the future.” — Nick Cook | General Manager of Marketing at Mad Mex
