Campaign Objective
Red Bull, as the leader in the energy drink category, faced the challenge of quickly building awareness around its new limited-edition variant – Red Bull Winter Edition. The key objective was to reach the brand’s current consumers and encourage them to purchase the new product within a short time frame.
Solution: DOOH Campaign at Points of Sale
In response to this challenge, in November 2024, together with Red Bull, we launched an advertising campaign in the Żabka network, using digital signage displays in stores. The campaign’s reach was carefully planned – we focused on locations with the highest energy drink sales to maximize the likelihood of conversion.
The campaign was based on the purchasing data of millions of consumers who shop daily at Żabka, combined with the expertise of our consulting team. This allowed us to create messaging that reached exactly where purchasing decisions are made – at the store shelf.
Campaign Details
- Dates: November 13–19, 2024
- Broadcast hours: 6:00 AM – 11:00 PM (in line with store opening hours)
- Media: 112 screens (55 inches) in the storefronts of Żabka stores
- Target: stores with the highest energy drink sales in G8 cities
- Format: contextual creative consistent with Red Bull’s corporate identity, synchronized with other brand advertising activities
Campaign Results
The campaign generated an impressive reach:
- 417,000 unique viewers
- 857,000 ad contacts — in locations with direct influence on purchasing decisions
Sales data showed a clear impact of the advertising activities:
- +9% increase in sales of Red Bull Winter Edition across the entire Żabka network
- +11% increase in the control group (stores with product availability but without advertising exposure)
- +37% increase in test stores where the campaign was broadcasted
All results were adjusted for seasonal and promotional effects, ensuring they accurately reflect the real impact of the campaign.
Methodology
To ensure data reliability, we compared results between the test group (stores with the campaign) and the control group, which was selected based on:
- location (e.g., Warsaw, Poznań)
- number of receipts
- shopping basket composition
- historical sales data of Red Bull products and other energy drinks
Why was the campaign effective?
- Proximity to the purchase decision: DOOH was broadcast directly at the shelf — exactly where consumers make impulse decisions.
- Context and consistency: creatively designed creatives were aligned with Red Bull’s visual identity and communication across other channels.
- Precise targeting: the ads were aired exclusively in stores with the highest energy drink sales turnover.
Conclusions and Recommendations
The Red Bull Winter Edition campaign is proof that:
- DOOH in retail locations like Żabka has a real power to influence purchasing decisions.
- Even with a limited budget, it is possible to achieve high sales growth rates.
- Retail media is an effective channel combining precise targeting with direct impact on conversion.
Thanks to a well-planned strategy and data-driven collaboration, the Red Bull campaign became a model of effective use of digital screens in retail. It was the first, but certainly not the last campaign executed together — Red Bull became our key, long-term partner.