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Celsius

Using KiteGeo™ Analysis To Prove The Effectiveness of OOH

Celsius are trying to build momentum in a market dominated by Monster and Red Bull against other challenger branders such as Tenzing.

Although established the market is full of innovation with recent campaigns including Monsters Call of Duty partnership on Snapchat and Red Bulls partnership with Twitch, therefore gaining cut through is extremely tough.

What we did

We had smaller budgets than Red Bull so we needed to deploy our budget strategically for maximum relevance and minimal wastage.

 

What we did

We invested in DOOH close to point of sale at peak footfall moments, amplified by hyper-geo-targeted mobile display. Interactive formats highlighted local stockists, with bespoke executions – including Declan Rice creative across DOOH and mobile around the Emirates on Arsenal matchdays.

  • The stores which had OOH sites in close proximity had a 26% increase in sales
  • The sales uplift varied by supermarket chain with minimal uplift for Morrisons versus others which led the client to review point of sale and promotion
  • Where OOH sites were within 2.5km of stores the sales uplift was 57% but anything over 5km had negligible impact which informed future planning
  • There was also a strong correlation on sales uplift and over indexing of young and higher educated audiences by location again feeding into future planning
  • 26%

    Increase in sales in stores near OOH sites

  • 57%

    Uplift in sales within store 2.5km from OOH sites

Our work

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