Industry
Media & entertainment
Challenge
Sea-Doo wanted to spark adventure across the U.S. by showing how anyone could live the Sea-Doo lifestyle with messaging that was contextually relevant, engaging and designed to inspire action wherever consumers encountered the campaign.
Results
The campaign made a splash, transforming billboards, gas stations, restaurants and more into invitations to adventure. By leveraging weather cues, location and audience targeting, Sea-Doo sparked excitement, driving an 80% lift in purchase intent.
Key Product
Demand-Side Platform (DSP)
Where adventure meets precision
Sea-Doo, known for its personal watercraft and boats, set out to raise the profile of the brand across the U.S.—reminding adventurers how they can live the Sea-Doo life from wherever they are, however they want to.
To do this, Sea-Doo leaned into the advanced targeting capabilities of programmatic DOOH to launch a campaign that would engage the right people, at just the right time, with the right message to inspire action.
The watercraft expert leveraged a variety of targeting tactics, including embracing one of the most influential factors fo an audience—weather—to execute a campaign that reached consumers as they moved throughout their day.
Billboards | Restaurants | Grocery Stores | Urban Panels | Convenience Stores | Gas Stations
Data-driven audiences
Sea-Doo wanted to specifically reach adults that would be interested and able to purchase its high-quality watercraft products. To do this, Vistar applied Foursquare audiences to target adults aged 25-64 with an HHI of $60K+, as well as consumers interested in off-road vehicles, boats, watercraft and performance vehicles.
Proximity targeting
Sea-Doo also used point-of-interest (POI) targeting to reach consumers when they were in close proximity to contextually relevant locations, such as beaches and lakes. This allowed the brand to lean into the mood of the moment, serving up messaging that would actually resonate.
Weather triggers
Weather is a silent influencer in people’s choices and attitudes as consumers. Sea-Doo used weather triggers to vary its watercraft-focused messaging as local weather conditions shifted, displaying different content if the weather was sunny and warm, cloudy and warm, sunny and cool, cloudy and cool or cold with bad weather.
A wave of success
Sea-Doo invested in a brand study to understand the true impact of its campaign on awareness, consideration and purchase intent.
- +5% lift in awareness
- +43% lift in consideration
- +80% lift in purchase intent
Those exposed to the DOOH campaign were 32% more likely to have a favorable opinion of Sea-Doo and were more likely to recommend Sea-Doo to their friends or family members.
