iCrossing

Virgin Experience Days - Let's go outside: Driving DOOH sales

Challenge

The experience market used to be the key consideration for the last-minute Christmas gifting period, before retailers like Amazon offered fast delivery services. So Virgin Experience Days came to us to build consideration for their brand over this key sales period.

Our approach

To do this, we created a digital out-of-home (DOOH) campaign by:

• Using Google Analytics data to find six key shopping centres with 23 different inventories, at an estimated footfall of 2.6m people

• Adding a further 75 DOOH locations by targeting surrounding railway stations

• Co-ordinating cross-channel media in a 2km radius around each DOOH billboard to drive direct response.

Results

• 13% increase in mobile click-through rate in DOOH locations

• 24% increase in mobile CTR in display within the 2km radius

• 118% revenue increase from shopping centres

112%: Revenue increase from railway stations

iCrossing proved that by aligning audience data with Bitposter to find inventory, DOOH can drive platform metrics and also play a huge role in driving revenue for our brand. This puts us in a great position, and we can now include more DOOH in our mix.
Liam Howard-Jones, Head of Marketing

Virgin Experience Days - Let’s take it outside: driving DOOH sales | iCrossing UK

Our digital out-of-home campaign helped Virgin Experience Days increase mobile CTR and achieve up-to 118% in revenue over the Christmas period. Find out how.