Sagrotan DOOH campaign: A targeted approach at the railway station for the top hygiene brand

Train stations and public transport are places where the risk of infection with pathogens is high. Overcrowded trains, escalators and ticket machines make it clear how many contact points there are with germs every day. This is exactly where Reckitt came in for Sagrotan: With an eye-catching DOOH campaign, the 2in1 Disinfectant Wipes To Go were advertised in places where hygiene is particularly relevant.

Campaign in the right place at the right time

In August 2024, the campaign ran specifically at railway stations on Public Video Station and Public Video Infoscreen. It was played out at times when many people are travelling and have an increased need for hygiene. The handy Sagrotan wipes, which remove 99.9% of bacteria, were thus positioned as the ideal companion when travelling.

Campaign activates and increases purchase intent

The campaign was accompanied by market research to measure the advertising impact. The results speak for themselves:

• Purchase intention: the purchase intention for Sagrotan increased significantly to 34%. Among people who remembered the campaign, it was as high as 41%
• Advertising recall: Spontaneous advertising recall reached 55%
• Top-of-mind presence: Sagrotan clearly moved into the awareness of respondents and was perceived as a brand for hygiene at the railway station
• Recommendation: 20% of respondents stated that they would recommend Sagrotan to others

‘Thanks to public video, we were able to play DOOH ads in the direct vicinity of moments of demand in our on-the-go portfolio. The result: maximum attention for our products directly at the point of interest! We were really impressed by the rapid build-up of reach and the efficient, automated approach. In addition to a significant reach, the campaign also generated positive effects in terms of sales,’ says Antje Borchert, Head of Consumer Engagement Central Europe, Reckitt.

DOOH as an activator at the point of (dis)infection

With the DOOH campaign at the point of (dis)infection, Sagrotan succeeded in establishing itself as an indispensable brand for hygiene on the go. The combination of relevant placement, high visibility and demonstrable activation of the target group makes the campaign a best-practice example of effective outdoor advertising in everyday life.