Use Digital Signage to communicate with impact outside the category
Learn how the Consorzio del Prosciutto di Parma communicated with impact outside of its category with a great Digital Signage Category Video campaign.
The campaign was on air in W24 2021.
Objectives
- Build awareness around the Prosciutto
- Help clients identify the real PARMA logo
- Boost the sales of Parma ham during the summer period
- Associate Parma ham to melon
- Be present in the customer's journey outside of the cold meats category
SOLUTION
Digital Screens Category "Fruit & Vegetables": 93 screens broadcasting a 6 sec. video campaign of Parma ham at the very heart of the Fruit & Vegetables Category.
TARGETS
All Delhaize shoppers
Results
Despite the fact that the Consorzio was not present at that same moment within its category, the Digital Signage Category Screens (placed in a cross-category) achieved great results:
Reach of 117.1K Delhaize customers with loyalty card during the week of the activation (Total Reach of 630,201 contacts during the activation week) in the 93 POS selected.
49.27% new buyers of Parma ham during the week of the activation.
Sales uplift: during the activation week, we sold 24% more Parma ham than the average sales of the 4 weeks before.
117.1K
49.27%
24%
