On the occasion of the launch of its largest Gold Store in Milan, ASUS entrusted the Performedia agency with the strategy and media planning of a high-impact OOH campaign, which took place in the heart of the city of Milan, in the setting of the Milan Design Week - one of the most relevant weeks on the Milan scene.
Involved in the media mix are some of IGPDecaux's most eye-catching assets, capable of guaranteeing great brand visibility and offering prestigious coverage thanks to their strategic location.
The new Asus point of sale is in fact located at Via Vitruvio 3, right near the Lima metro station. And it is here that IGPDecaux realised a Station Domination, providing the decoration of the mezzanine floor and the branding of the exit and access stairs to the stop - thus promoting and accompanying the public towards the Gold Store.
Completing the OOH campaign was a Programmatic planning on digital shelters near the point of sale.
Performedia realised the OOH programmatic campaign via Pladway's DSP: geotargeting, flexibility, speed of activation and audience impact measurement are the main features of this programmatic planning, which is useful for increasing brand awareness and Drive to Store.
"The ASUS campaign realised in collaboration with IGPDecaux is extremely effective: thanks to the choice of the Station Domination in Lima, the Out Of Home ADV becomes Drive to Store, succeeding in exploiting the potential of the medium and helping the brand to tell its story to the public and passers-by, guaranteeing the growth of brand awareness and a relative increase in flows inside the store," commented Marco Serrao, Brand Solutions Manager of IGPDecaux, in an article published by MediaKey.
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