Client: Castello
Partnering with JCDecaux Norway, VIOOH, Vistar Media and The Barn: Arla Norway, Castello launched a programmatic digital out-of-home (pDOOH) campaign designed to master the last stage of the consumer journey. In a high-stakes period where Castello generates 20% of its annual revenue, the “Gift of Giving” campaign used precision proximity targeting to cut through the holiday clutter, inviting consumers to stop searching for yet another generic gift and instead create one that feeds the senses. By leveraging location-based triggers, one of pDOOH’s key effective features, Castello moved beyond traditional broadcasting to ensure consumers were only reached when and where they could take immediate action, specifically within a 250m radius of active stockists. This proximity-first strategy was reinforced by a multi-channel approach with online video and social media creating a surround sound effect, guiding “Food Experience Creators” from digital discovery to physical purchase at the shelf. The results were phenomenal! Castello achieved a 70.78% lift in store visitation compared to the pre-campaign period and generated over 5.2 million impressions, proving that proximity marketing is the ultimate solution to cut through the Christmas marketing noise.
