Drive-to-store: DCO campaign from L'Oréal shows the way

In December 2024, L'Oréal DACH presented an innovative campaign with Dynamic Creative Optimisation (DCO) from Ströer for the new Maybelline NY lipstick "Super Stay Vinyl Ink". The campaign used the flexibility of Ströer's Public Video to realise an intelligent drive-to-store approach.

The DOOH campaign was broadcast in six major German cities: Munich, Berlin, Hamburg, Frankfurt am Main, Cologne and Düsseldorf. L'Oréal DACH relied on the Ströer advertising media Public Video Infoscreen, Station and Mall.

The centrepiece of the campaign was the use of Dynamic Creatives. This Ströer technology made it possible to display information accurate to the metre, including the nearest drugstore, directly in the commercial. The advert automatically adapted to the viewer's location and showed the distance to the nearest point of sale (POS).

"Thanks to DCO, we were able to automatically create 133 customised DOOH ads from a single ad template and play them out in the immediate vicinity of drugstores. The result: maximum attention for our Maybelline products directly at the point of sale! We were really impressed by the reach and the efficient, automated approach; the campaign had a positive impact on sell-out as well as a significant reach," says Philipp Graf, Head of Digital Advertising, L'Oréal DACH.

"This implementation impressively demonstrates the potential for DOOH in terms of regionalised playout options combined with lower funnel objectives,’ says Frank Wagenbach, Head of Client Sales, Ströer. "A decisive USP of digital out-of-home advertising. With drive-to-store push, we give consumers the final and perhaps decisive impulse to buy on their way to the nearest POS."