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L’Oréal
Ocean Outcomes
Case study:
“The Halo” ICONIC DOOH
Brands:
Valentino, YSL, Lancôme, Giorgio Armani
Media & Agency partners:
Ocean Outdoor Nordics & Wavemaker
The inaugural take over campaign at Ocean Outdoor Sweden’s The Halo. The campaign combined an immersive full take over of the unique Halo installation at Mall of Scandinavia, all of Ocean’s screens indoor and exterior full motion screens at the shopping center plus the nearby transit hub.
From an audience dwell time (and advertiser) perspective it is very interesting to see that 68% spend between 1 – 2 hours on site.
DOOH is influencing direct action with consumers actively searching for info on if the brands and products are shoppable in the physical shopping center.
DOOH makes a lasting impression (Neuroscience “the brand room”). The respondents have answered the questionnaire in their homes and not at Mall of Scandinavia directly after having been exposed to the ads and HALO.
Findings
- The younger audiences ARE paying attention and are NOT glued to their mobile screens.
- The HALO sess a 64% immediate positive response.
- The ad recall was at very high levels; 67% inside the mall.
- DOOH is influencing consumer mobile behavior seeing 29% searching for more info on the spot.
