Having undertaken a study that indicated a clear correlation between warm weather, days out and an increase in Elastoplast sales, Beiersdorf were looking at new ways to capitalise on this increase.
11%
Uplift during Moto campaign
2m
Impressions
38m
August audience footfall
For maximum impact, the campaign ran during a key MSA moment - the summer holidays, the ideal time to target families and leisure travellers. A Programmatic strategy was utilised so adverts were triggered when temperatures hit 17°.
Due to inconsistent weather and varying regional climates, Beiersdorf looked to adjust the temperature at different MSA sites, which i-media's agile tech lends itself to perfectly. In order to reach as many of Beiersdorf's desired audience as possible the advertising was strategically placed at key MSA locations, including at site entry and the main thoroughfare.
During this period, we had a record one-day audience of 1.4 million audience visitors, and 7.92 millon visitors over the Bank Holiday week. During August, the adverts were displayed on Nexus and D6 digital screens to over 38 million MSA visitors with full motion adverts creating 2 million impressions at over 50 MSAs. i-media's leading EPOS data uncovered that weekly sales were on average 11% higher during the campaign versus earlier in the summer at Moto sites.
The campaign went on to win Silver in the Data & Intelligence category in the Clear Channel UK 2024 Outdoor Media Awards.
