Delivering multi-market scale

In the premium outdoor sector, brand loyalty isn't built on visibility alone, it's built on trust and a promise of performance. For the Swedish brand, Fjällräven, these values are more than just marketing buzzwords; they are the core of the brand’s identity.

By leveraging Vistar Media’s digital out-of-home (DOOH) technology, and together with Precis, Fjällräven has consistently reached high-value audiences in high-traffic urban centres and strategic retail environments. Throughout this partnership, the brand has utilised audience insights, data-driven strategies and innovative creatives to move beyond simple visibility, focusing instead on deep emotional connection with their audience. 

This strategy has allowed the brand to move beyond "one-off" awareness spikes, instead building a continuous narrative that meets outdoor enthusiasts exactly where they are, whether that’s a transit hub in London or a high street in Hamburg.

The brand didn’t just need to be seen; it needed to be associated with total winter protection in a way that felt natural to each local market. This required a strategy that could bridge the gap between high-level brand storytelling through engaging creatives and point-of-purchase targeting.

The campaign strategy

To address these challenges, Vistar Media and Fjällräven’s media agency, Precis, deployed a tailored DOOH strategy focused on high-traffic metropolitan hubs and strategic retail proximity.

1. Tailored audience targeting with a focus on outdoor enthusiasts

Rather than relying on generic demographic placement, the campaign applied advanced consumer profile targeting to activate screens predominantly when high-concentration clusters of outdoor enthusiasts, nature seekers and sports hikers were in the immediate vicinity.

2. Strategic proximity & geo-targeting

The campaign utilised point-of-interest (POI) targeting to reach urban consumers in high-traffic environments. By activating screens in close proximity to Fjällräven’s owned retail footprint and key reseller destinations, such as Globetrotter (Germany), Bever (the Netherlands), A.S. Adventure (Belgium) and Cotswold Outdoor (UK), the strategy ensured that messaging reached potential buyers when they were closest to a point of purchase.

3. Data-driven and contextual creatives

Vistar’s Studio team took a hands-on role in production, supporting the development of a vast suite of creative assets. Panels displayed native-language translations, including "Het nooit meer koud hebben" in the Netherlands, with an additional adaptation to French ("Plus jamais froid”) across Belgium. To drive lower-funnel conversion, the creatives concluded with a clear call-to-action directing consumers to nearby Fjällräven and reseller stores.

To further maximise engagement, the team leveraged heatmap diagnostics to validate visual flow and prioritise logo placement, ensuring every high-intent glance translated into brand equity. 

United Kingdom: connecting awareness to action

• Awareness: The campaign drove a strong +40% lift in brand awareness over the control baseline. 
• Consideration: Strategic proximity positioning triggered a +17% overall increase in consideration. 
• Purchase intent: Shopper intent grew by +29% overall, reinforcing the brand's position within the Cotswold Outdoor reseller network.
• Outdoor enthusiasts: This core target segment demonstrated outstanding conversion, logging an exceptional +125% increase in purchase intent, rising to +21% consideration among the same group. 

Belgium: securing unmatched comeptitive separation

• Awareness: Generated an extraordinary +58% lift in brand awareness.
• Consideration: Brand consideration surged by +75%, the highest lift achieved across the entire multi-market European flight.
• Purchase intent: Scaled by +60% overall meaning approximately 1 in 10 exposed consumers expressed a concrete intent to buy a winter coat within six months.
• Outdoor enthusiasts: The data-led targeting deeply resonated with active lifestyle audiences, yielding a massive +70% increase in purchase intent and a +24% in consideration among outdoor enthusiasts.

The Netherlands: building rapid market preference

• Awareness: Delivered a steady +14% lift in general awareness across the broader exposed market.
• Consideration: Achieved a robust +19% increase in consideration.
• Purchase intent & preference: Purchase intent grew by +37%, while the localised retail messaging around Bever stores drove a massive +117% lift in brand preference.
• Outdoor enthusiasts: When isolating the core audience segment, Outdoor enthusiasts showed the highest awareness (35%), consideration (29%) and purchase intent (18%). 

Germany: targeted impact among outdoor enthusiasts

• Awareness & purchase intent: While general market metrics remained stable due to existing regional brand maturity, the campaign delivered a powerful, highly targeted +43% uplift in purchase intent directly within the core outdoor enthusiast segment.
• Outdoor enthusiasts: Programmatic screen placement successfully penetrated the target demographic, yielding a +13% awareness lift and 34% in consideration.