Senseo

Best practices

Partner

JCDecaux

Categories

Electronics, Out Of the Box, Point of Interest, Point Of Sale

Objective Campaign

  • Brand awareness & Relaunch: Reverse declining brand awareness by reconnecting the brand with younger generations.
  • Tactical anticipation: Build brand preference and strong purchase intent just ahead of the Black Friday promotional peak.
  • Gen Z positioning: Demonstrate Senseo’s alignment with this target audience’s values: accessibility, sustainability and colorful design.
  • EOY conversion: Maximise visibility of the new coffee machine colors and support the cashback offer through a 360° media plan.

Media characteristics:​

  • 360° Communication: Synergy between physical activation, Radio, National OOH, Social Media and Display.
  • Strategic Timing: Roll-out in November (W46-47), capturing Black Friday and end-of-year traffic.
  • Rogier & City2 Station Campaign: OOH dominance (walls/floors) and 6 DOOH screens with 100% SOT (Share of Time), plus national coverage via the 2m² network for maximum visual impact.
  • Digital Amplification: 7 influencers generated viral content, turning the public into active participants (UGC) through the sharing of photos and scores on screens, boosted until 31/12.

Reason best Practice

  • Over-performance: The campaign generated 71.1 million impressions, with a +97% over-performance on City2’s digital totems.
  • “Phygital” Synergy: Use of UGC: players’ photos and scores were displayed in real time on the DOOH network, creating immediate virality.
  • Mastery of the Customer Journey: Conversion of 1,350 players via a complete sales funnel ranging from in-store immersion to the POS.

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