Context and campaign objectives
From May 31st to June 13th, and as part of the promotion of its various villages, Center Parcs called on Hawk to design an omnichannel campaign, combining Digital Out-Of-Home and Digital Audio. In addition, a geolocation overlay has been added, with distribution in the Île de France region only.
Detail of the solution
To meet the communication objectives, Hawk has selected the Digital Out-Of-Home screens that best match the target audience and the advertiser’s needs.
In order to maximize coverage on the target audiences, an additional audio activation was broadcasted to increase the impact of the campaign and meet the brand’s objectives.
Finally, at the end of the campaign, and to measure the effectiveness of the activation, Hawk activated its own Hawk Survey technology to estimate the impact of the advertising activity on brand indicators (memorization, interest, intention, perception)
Results and media performance
• An optimized coverage of the entire Île de France region.
• A memorization rate of over 66% for the entire campaign.
• According to the memorization rate, an outperformance of 21 points in omnichannel compared to a mono-device campaign.