Danone: Great (D)OOH variety, great reach, great impact

The food company Danone promoted the Volvic brand during the 2024 European Football Championship with an effective mix of analogue and digital OOH media from Ströer. The “EM Audience Package” enabled Danone to cover the ten European Championship host cities with optimal advertising pressure over the entire campaign period of two weeks. The (D)OOH campaign was booked entirely via an audience-based approach – i.e. via the total number of contacts to be reached and not the individual media locations. The media was planned in collaboration with Wavemaker and GroupM OOH.

The campaign for the soft drinks Volvic Touch and Volvic Tea reached 500 million advertising contacts during its term and had a lasting effect, as the accompanying measurement of advertising success shows: almost every second respondent stated that they had seen the campaign. This figure underscores the enormous reach and impact. Volvic also increased its spontaneous brand awareness despite intense market pressure from large market partners and a declining overall market in the non-alcoholic beverage sector. In the area of list-based brand/product awareness, Volvic Tea’s success is particularly noteworthy, with its advertising recall doubling to an impressive 24 per cent. At the same time, Volvic Touch successfully expanded its advertising portfolio, and sales of even non-advertised Volvic products recorded a significant increase.

“Volvic offers delicious refreshments to enjoy this sporty summer,” emphasises Léonie Hönisch, Senior Media Strategy Manager at Danone Deutschland GmbH. “The campaign aimed to generate broad awareness for the Volvic Tea and Volvic Touch ranges, which offer fantastic flavour with little sugar. With OOH media along the stadium routes and public viewing, we made the Volvic brand particularly accessible while achieving a high contact density with corresponding activation potential.”

“As part of the European Championships, we offered our customers solutions that could hardly have been better suited to reaching the right people in the right context with the right message: high-reach and high-impact advertising spaces in public and digital spaces. OOH delivered in terms of coverage, and DOOH enabled Danone to achieve targeted media playout,” says Michael Noth, Co-CEO of Ströer Media Solutions.

Ströer’s “EM Audience Package” consisted of a mix of analogue and digital OOH media in the ten host cities of the European Championships. The Volvic campaign was displayed on Mega-Lights, Billboards, City-Light-Pillars and Full Wrap Pillars around stadiums, fan zones and in city centres and airports. In addition, Public Video Infoscreen, Public Video Station Video, Public Video City Screen, Public Video City Tower and Public Video Roadside were added to the programme.