During Covid – 19, consumers were putting off health related tasks in fear of the retail environment. Store footfall was down, and appointments were suffering.
The only time people were leaving the house was for a grocery shop, creating a crucial targeting opportunity to drive spontaneous action.
A total pivot in strategy was needed, bringing a performance digital mentality to a classic channel, OOH.
Planning and buying emcompassed:
- Geotargeting with proximity to Specsavers stores
- Layered with audience data for optimisation to our target group.
- The dynamic creative is linked to Specsavers live appointment data feed.
- Sunglasses version of creative which is triggered by live weather conditions.