In an innovative OOH marketing campaign aimed at boosting brand visibility and capturing first-party customer data, Innocent Drinks, a Coca-Cola company, leveraged the power of Digiphy's technology to capture over 25,000 consumer profiles. This case study explores the objectives, strategies, and the earth-shattering (pun intended) results of their metro activation initiative.
Innocent Drinks, known for their commitment to sustainability and health-conscious products, embarked on an innovative campaign designed to expand their customer-base while helping people contribute positively to the environment. The primary goal was to engage commuters in a London Underground activation by promoting their commitment to the environment. Innocent offered free seeds for planting as a way to increase awareness and motivate action to capture valuable first-party data. The campaign aimed for a few hundred consumer form submissions, using creative digital billboards. Innocent captured 25,000, exceeding their goal by 5000%.
Utilizing Digiphy QR codes, dynamic mobile-first pages, and forms, Innocent Drinks crafted a unique and engaging campaign that resonated with environmentally conscious consumers. The strategy focused on three key elements:
Creative Digital Billboards: Strategically placed in bustling metro locations, their visually striking billboards featuring soil and roots captivated commuters in the London Underground, creating a resonant, meta experience deeply aligned with the subterranean setting.
Simple Yet Engaging CTA: The campaign encouraged consumers to scan the Digiphy QR code tapping into environmental consciousness with a unique call to action, "Scan to dig deeper." This provided a tangible way for individuals to support sustainability while aligning with Innocent Drinks' environmental focus.
Technology-Driven Data Collection: Digiphy's platform facilitated the seamless collection of first-party consumer data (name, emails, address, and birthdate) directly to Innocent’s CRM in compliance with data protection regulations, ensuring Innocent was able to achieve their goal with a high conversion rate.
The campaign's success far exceeded Innocent Drinks' initial expectations
Achieving a remarkable 4,900% more submissions than targeted.
Demonstrating the campaign’s resonance with the target audience and hyper-targeted location.
Indicating that a significant portion of participants were highly engaged, returning to activation multiple times.
Highlighting the effectiveness of the CTA and the seamless user experience using the Digiphy platform.
Illustrating the compelling nature of Innocent’s digital billboards and the incentive-based CTA.
Wow!
Innocent Drinks' metro campaign masterfully combines creative marketing with modern OOH consumer engagement technology through Digiphy. By embracing environmental values and utilizing Digiphy’s platform, Innocent Drinks not only achieved unprecedented consumer engagement but also reinforced its commitment to sustainability.
This case study showcases the power of consumer-first design and digital technology in transforming traditional brand advertising to drive direct engagement and surpass marketing goals. Innocent Drinks' successful initiative offers key insights for brands aiming to expand their customer base and engage audiences effectively using physical marketing assets like billboards, packaging, and in-store materials.
