Timing: October 2021

Formats: Digital Golden Square, Bridges, Digipanel and Digishelter

Client: Musgrave Group

Media: Starcom

Creative: Doodle Creative

Specialist: Source out of home

Last week saw the beginning of cycle 22 in the OOH calendar and a campaign highlight for the new cycle is SuperValu’s Dynamic countdown on Digital Out of Home – to drive commuters online to avail of its same day delivery service. Served through PML Group’s Liveposter platform, the initial element of the campaign displays a countdown clock until midday to receive same day delivery when you order online with SuperValu. After midday, the change in creative encourages consumers to use Supervalu’s click and collect service, building a bridge between the virtual and physical words via OOH.

Running on roadside formats across Dublin, Starcom and Source out of home were responsible for the OOH planning and placement while creative was provided by Doodle Creative. The DOOH formats hosting the Dynamic content include four Digital Bridges, Digital Golden Square, Digipanels, Digipoles and Digishelters. As part of the campaign, classic OOH accompanies the dynamic DOOH to increase awareness and coverage while tapping into the mindset of consumers during their daily routines. Classic OOH formats include the 96 Sheet on Ranelagh Road, 48 Sheets, Adshel, Bus Shelters and T-Sides.

SuperValu’s Dynamic campaign is a powerful example of digital innovation at scale on OOH. The landmark three-stage research ‘Moments of Truth’ study highlighted the effectiveness of relevance in Digital OOH advertising from the point of view of brain response, ad recall and sales. Key findings from this pioneering study reveal that consumer brain response is 18% higher when viewing relevant content in digital Out of Home campaigns, which in turn leads to a 17% increase in consumers’ spontaneous advertising recall, and ultimately proving that dynamic digital Out of Home campaigns can deliver a 16% sales uplift.

Keith Farrell, Source out of home, said: “SuperValu, activating via dynamic Digital OOH increases the opportunity for the supermarket to communicate and drive immediate response via Out of Home. By showcasing SuperValu’s online offerings through a Dynamic DOOH campaign, it provides its audience with contextually relevant messaging and highlights OOH’s ability to influence the consumers path to purchase.”

Commenting on the launch of the Dynamic campaign, Graham Clarke, Client Director, Starcom said; “We’re so excited to activate our first ever Dublin only Outdoor campaign for SuperValu Online Shopping. The campaign objective is to reach Dublin shoppers and remind them of the many benefits of shopping online with SuperValu.ie. The campaign will be digitally led, with the digital sites displaying dynamic copy each day, promoting the same day delivery USP. The inclusion of dynamic creative will increase the relevancy of the creative and the campaign effectiveness. To ensure our campaign included strategic targeting, we have utilised PML Group’s mapping data to reach both SuperValu and competitor customers.”