Holt Renfrew (Holts) teamed up with global communication group Havas and out-of-home (OOH) ad tech developer Broadsign to execute a 10-week, large-scale campaign.
By Kayla Caticchio
In the ever-evolving retail landscape, the strategic use of programmatic digital-out-of-home (pDOOH) advertising has become a game changer for brands looking to drive awareness, traffic, and purchase intent. While some retailers may be paring back physical locations, consumers are still seeking in-person shopping experiences. In fact, according to an IBM study, 65 per cent of consumers noted a preference to shop in-store.1
Recognizing the golden opportunity in these developments, upscale Canadian fashion and lifestyle retailer Holt Renfrew (Holts) teamed up with global communication group Havas and out-of-home (OOH) ad tech developer Broadsign to execute a 10-week, large-scale ad campaign which ran from May to July 2023. The brand was further motivated by news their competitor was abandoning its Canadian brick-and-mortar presence earlier that year.
The campaign comprised a series of tailored ads designed to help Holts grow market share, boost purchase consideration, and drive foot traffic to its stores in Toronto, Ottawa, Calgary, Vancouver, and Montreal. The ads promoted the brand’s spring and summer savings events for fashion and beauty lines across its various retail channels.
Along with Havas, Holts leveraged geographic targeting via Broadsign’s demand side platform (DSP), strategically activating digital out-of-home (DOOH) ads on screens geofenced around its competitor’s closing stores. Relevant placement types included billboards, bus shelters, and urban office buildings, ensuring the pDOOH ads seamlessly blended into physical environments that caught the attention of passersby and created a lasting impression.
Recognizing the importance of a diversified approach to ad placement, the multi-brand retailer simultaneously activated “Holts <3 Sale” messaging in proximity to its seven locations, adding residential apartment buildings mapped back to their target consumer base. Screens were selected based on their ability to reach designer, fashion, and retail shoppers with a household income greater than $100,000, as well as audiences who enjoyed arts, culture, and entertainment, and food and restaurants. This proximity messaging was not just about broadcasting sales; it was also about creating a connection with potential customers in the immediate vicinity and turning that connection into foot traffic.
