Campaign Backgroud
NEXA, a leading Premium luxury Sedan and Hatchback cars brand, launched an innovative out-of-home campaign for the new age Baleno, rendering programmatic DOOH ads in real time sync with three live data triggers, i.e., weather, traffic congestion, and day parting making it the first-ever brand to do so across 4 key markets.
The aim was to drive awareness with creatives themed around each of the car’s features mapped to live data triggers and amplified in context to the surrounding environment, making the ads relevant & impactful.
Strategic Approach & Execution
Leveraging Lemma's Data-Driven capabilities, Nexa Baleno effectively targeted urban youth in the outdoor space with contextual ads on large impactful billboards across several locations. The key to campaign deployment rested entirely on how quickly the triggers were identified and the response time taken to show the ads for each trigger across each city. No two towns displayed similar weather or traffic conditions at the same time, & the day parting feature also varied when it was dark enough to render the ads.
Lemma platform identified over 30+ live triggers (weather, traffic congestion & day parting) for each city during the campaign duration & showcased ads in real-time with no lag on select digital billboards.Large digital billboards were the primary medium for the programmatic DOOH campaign deployed. Using Lemma's AI enabled planning tool, the billboards were narrowed down basis the placement, location, footfall density & target audience availability most suitable to the brand to ensure maximum reach and impact within the defined target group.
Results
35% increase in ad awareness
31% increase in purchase intent
3Mn urban millennials in these 4 cities
Measurement
Lemma, and Kantar, conducted a brand lift study to understand the ad effectiveness of the campaign executed on multiple DOOH screens across the four cities to compare results across a control and test group.
As a result of the DOOH campaign, Nexa Baleno witnessed a 35% uplift in ad awareness and a 31% increase in purchase intent. Overall, the campaign successfully drove Awareness of Baleno’s ads and the Intent to Purchase the Brand. The campaign has cut through to audiences in the age group of 22 – 30 years better, with significant uplifts in Ad Awareness and Purchase Intention. Intention to Purchase Baleno has also increased amongst the 31–40-year-old audience.