Positioning Columbia as the go-to choice for outdoor activities using triggered programmatic Digital-Out-Of-Home

Client: Columbia

Columbia embarked on a strategic mission to solidify its position as the top choice for outdoor activities and gear ahead of the winter holidays in Europe. Collaborating with Displayce DSP and Spinnn agency, Columbia executed a crafted pDOOH campaign targeting audiences preparing for winter adventures as part of its Speak Mountain global campaign.

The campaign unfolded in two phases: the Warm Campaign (November to December 2023) and the Ski Campaign (December 2023 to January 2024). Designed to resonate with consumers aged 25-55 during the pivotal winter season, the Warm Campaign aimed to boost brand awareness, while the Ski Campaign focused on driving purchase intentions. Covering five countries - France, Spain, Switzerland, United Kingdom, and Germany - Columbia strategically placed its messaging across 5,764 locations, including urban panels, train stations, metro stations, and bus shelters. By leveraging temperature-triggered programmatic activations, Columbia ensured its ads appeared when the outside temperature dropped below 8 degrees, aligning seamlessly with consumers' winter preparations. The results were outstanding, surpassing objectives in both awareness and consideration. The campaign generated 71,396,417 impressions and 7,802,059 plays across all markets. A brand lift survey conducted by Happydemics revealed a significant increase in brand awareness, with an average uplift of 25 points across all markets. Notable achievements include Germany's exceptional performance in consideration and specific intent metrics, while Switzerland excelled in brand familiarity. The results underscore Columbia's effectiveness in capturing and retaining consumer attention amidst the competitive landscape of winter gear retailers.