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Jägermeister Sees 73% Lift in Brand Awareness from DOOH Activation
Jägermeister, with agency Engine Media, sought to increase awareness, consideration and purchase intent for the Jägermeister brand and Jägermeister Cold Brew Coffee. The goal was to get in front of the right audience (adults ages 21-34) and drive reach and positive disruption in the marketplace for this unique product.
To meet the brand’s objectives, Engine Media enlisted end-to-end programmatic digital out-of-home (DOOH) leader, Vistar Media, to activate a robust DOOH campaign from October to December 2020.
Engine Media and Jägermeister utilized Vistar Media’s geospatial technology to create an audience of Cold Brew Enthusiasts to reach these consumers at key points throughout the day. Vistar’s partnership with IRI was also leveraged to create and target an audience of Spirits/Liquor Purchasers and Coffee/Tea/Liquor Purchasers. A third audience strategy was also utilized in the campaign, targeting a demographic audience of adults ages 21-34 from Vistar’s location-intelligence partner Factual.
Using these audience parameters, the campaign was activated in California, Florida, Illinois, New York, Ohio, Pennsylvania and Texas, as well as in the Atlanta and Boston DMAs. The creative went live across billboards, urban panels and place-based venue types including convenience stores, gas stations, liquor stores and grocery stores to reach consumers in locations on their path to purchase as well as at the point of purchase.
With Vistar’s real-world Mobile Retargeting solution, which identifies exposed anonymized device IDs based on when and where the advertisement was shown (as well as device proximity at the that time), Vistar identified which consumers were exposed to this high-impact DOOH screens and re-engaged them with sequential touch points across mobile.
Following a brand study conducted by Vistar, the Jägermeister campaign garnered a:
- 73% increase in awareness for Jägermeister Cold Brew Coffee
- 66% lift in consideration and intent to purchase Jägermeister Cold Brew Coffee
- 14% lift in purchase intent of the overall Jägermeister brand
- 3% increase in brand consideration for the overall Jägermeister brand
Jägermeister was also able to gain further intel about customers’ perception of its Cold Brew Coffee product. All DOOH venues generated lift in Jägermeister Cold Brew Coffee awareness over the control group (urban panels performed the highest, followed by screens in liquor stores), and nearly all consumers who would consider Jägermeister Cold Brew Coffee also said they would purchase it in the next 6 months.
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