Tata CliQ uses Programmatic campaigns for Branding at Airport
Tata CliQ LUXURY targeted a programmatic Digital Out of Home(DOOH) campaign promoting the brand across Mumbai and Delhi Airports
The objective was to drive brand awareness amongst the audience in Airports
Tata Cliq Luxury, E-comm brand aimed to reach Highflyers at the Mumbai and Delhi Airports with pDOOH using affinity and behavioural audience insights
Audiences with an affinity for high-end brands and preferring online shopping were the key target.
KANTAR brand lift evaluation was utilized to measure the impact of the campaigns in driving the key metrics for the brand
The Lemma team planned to utilize the location data to map and determine the exposures of those audiences who visited the stations during the time when the programmatic DOOH ads were displayed. Similar profiled audiences who visited the stations when the ads were inactive were mapped.
Considering the audience profile and footfall density, 2 of the busiest airports in India were identified for the campaign.
Each tastefully designed ad, promoted different product categories ranging from fashion, jewellery to perfumes and more
The creatives had a clear call to action with a QR code that allowed viewing audiences to download the app when scanned.
Timed to sync with prime-time bands the ads were displayed on large screens across Mumbai and Delhi airports that offered high wait time — boarding, arrival corridor, baggage claim etc.
A Control – Exposed research design was implemented by Kantar, wherein the Lemma team planned to reach out to specific audience cohorts (online) with the help of retargeting capabilities and survey invites to fill in the survey questions.