This ad creative ran in key cities across Ontario and Alberta. Photos courtesy Broadsign
How programmatic digital out-of-home (pDOOH) advertising was leveraged to boost awareness for Mike’s Hard Tea in two Canadian cities. Learn about what went into a campaign that drove a 119 per cent lift in positive brand image by targeting key stores with timely offers.
By Kayla Caticchio
The hard seltzer and iced tea market has exploded in recent years, driving fierce competition among leading brands. Standing out from the crowd requires a smart approach to advertising that reaches consumers of drinking age on the path to and at the point of purchase. This is where programmatic digital out-of-home (pDOOH) advertising can be powerful. Recognizing the potential of the medium to drive awareness of its product in a new market, Belgian multinational drink and brewing company AB InBev turned to the medium recently to promote Mike’s Hard Tea—a ready-to-serve blend of iced tea and vodka with a lemon taste—in Canada. The campaign results were impressive, with its OOH ads driving a 119 per cent lift in positive brand image.
Establishing a clear set of goals
Working with agency iProspect, AB InBev designed the campaign to increase brand awareness and boost beverage sales in specific liquor stores across Ontario and Alberta, where the product is sold. They strategically activated the campaign during the crucial summer months and integrated a promotional offer into the pDOOH creative to maximize in-store sales potential. Encouraging immediate purchases, the ads promoted a limited time offer, “Save $2 until August 12,” and ran near LCBO locations in Ontario. By mapping the proximity of the ads to these stores, AB InBev knew it could reach its target audience near the point of purchase.
The Hard Mike’s Iced Tea campaign saw a 119 per cent lift in positive brand image.
Executing an omnichannel approach
Working with iProspect, AB InBev chose to launch the pDOOH campaign via the Broadsign Ads demand-side platform (DSP) and augment it with programmatic ads across media channels such as Meta, Snapchat, YouTube, Twitch, Instacart, and more. Ad creative ran in key cities across Ontario and Alberta, including Toronto and the Greater Toronto Area (GTA), Ottawa, and Edmonton, and on displays located in high foot traffic areas near specific LCBO stores. AB InBev employed a diverse mix of indoor and outdoor venue types from OOH publishers such as Pattison, Vendo Media, Astral, Cineplex, and others—from billboards to subways, bus shelters, malls, casual dining establishments, sports arenas, and clubhouses. The strategy ensured maximum visibility, reach, and impact over the campaign’s 24-week run, serving more than 2.6 million ads and generating more than 31.8 million impressions.
Measuring success
To comprehensively measure the campaign’s impact on key performance indicators (KPIs) such as ad recall, brand image, and purchase intent, AB InBev collaborated with Broadsign and Happydemics on a brand lift study. The study yielded impressive results, showcasing the effectiveness of pDOOH in an omnichannel advertising strategy. Achieving substantial ad recall and attribution, the pDOOH campaign surpassed industry benchmarks based on results from the fast-moving consumer goods category. More than half of audiences exposed to the ads who recalled them reported seeing them multiple times, demonstrating high visibility and engagement. There was also a 49 per cent lift in attribution.
Additionally, the campaign led to a notable increase in purchase consideration, particularly among women. There was a 41 per cent lift in consideration, with 55 per cent of ad recallers stating they would consider trying Mike’s Hard Iced Tea, compared to 39 per cent of non-ad recallers. Impressively, 92 per cent of women and 68 per cent of men indicated they would consider trying the product, effectively reaching a key audience as the brand shifts toward appealing to more women consumers.
The study yielded impressive results, showcasing the effectiveness of programmatic digital out-of-home (pDOOH) in an omnichannel advertising strategy.
AB InBev also saw a 119 per cent lift in positive brand image. Among ad recallers, 35 per cent had a positive outlook on the brand, compared to just 16 per cent of non-ad recallers. This boost highlights the success of the campaign in not only driving awareness but also fostering a favourable view of Mike’s Hard Iced Tea.
Kayla Caticchio is content marketing manager, Broadsign. Kayla has been a part of Broadsign’s marketing team since 2021, where she specializes in creating content on all things OOH, DOOH, and pDOOH. Learn about the campaign and Broadsign via: www.broadsign.com.
