Actimel relies on DOOH: How Danone scored with Ströer during the cold season

Winter is a challenge for the immune system: overcrowded trains, escalators, handrails and ticket machines in public transport are real hotspots for viruses and bacteria. Especially in the cold season, when colds and flu viruses are at their peak, the importance of a strong immune system becomes particularly clear. Danone seized this opportunity to create awareness with a targeted campaign for Actimel – and relied on Ströer's public video solutions.

Targeted address at the “point of infection”: Relevant content meets efficiency

To effectively reach the target group during the cold season, Danone and Ströer implemented an attention-grabbing DOOH (digital out-of-home) campaign at central train stations in Berlin, Munich, Hamburg, Cologne and Frankfurt. The campaign was strategically timed to reach commuters during rush hour, when as many people as possible are exposed to the advertising in an environment that particularly challenges their immune system. Public Video Stations and Public Video Infoscreens ensured maximum visibility.

Measuring success through market research

Ströer conducted a face-to-face survey at the train stations to accompany the campaign. The aim was to measure the advertising impact and gain in-depth insights into purchase intention, recommendation, advertising recall and the perception of competing products. The results speak for themselves:

• Purchase intention: The purchase intention for Actimel rose significantly to 38 percent.
• Advertising recall: aided advertising recall reached an impressive 55 percent.
• Top-of-mind presence: Actimel made a lasting impression on those surveyed.

• Word-of-mouth recommendation: many participants said they would recommend Actimel.

   

“Ströer was our partner for the third time for our national Actimel DOOH campaign at train stations, this time accompanied by a performance measurement. The goal was to increase the relevance of Actimel during the cold season by reaching people in a context in which our immune system is particularly strained. We aligned the creatives with the station environment and the winter season. We also used time targeting with a focus on rush hour to optimize the efficiency of the playouts. The strong campaign results proved that the combination of relevant content and efficiency was able to increase the KPIs of the entire funnel. Not only did we achieve a significant uplift in advertising recall, but also in the lower funnel in terms of purchase intent,” says Janina Bryant, Senior Connected Media Planning Manager DACH at DANONE (DACH).

DOOH as an integral part of everyday life

The campaign impressively demonstrated how DOOH advertising can integrate brand messages directly into people's everyday lives. The placement at train stations not only reminded commuters of the importance of a strong immune system, but also motivated them to actively do something for their health – whether it was buying Actimel or adopting a more conscious lifestyle.