Outdoor advertising campaign increased Elisa's store footfall by 6,3 %
Outdoor advertising campaign increased Elisa's store footfall by 6.3%
Elisa wanted to verify the impact of outdoor advertising on footfall. ToinenPHD examined how Elisa's in-store traffic increased with outdoor advertising compared to stores near which no outdoor advertising was used.
Client: Elisa
Campaign objective: to increase footfall in Elisa’s shopping centre stores
Target group: Consumers moving near Elisa's stores in shopping centres
Advertising space: Shopping Digital and Shopping Walls
Campaign period: 3.2.-22.4.2024
Outdoor advertising campaign brought a clear increase in footfall
As ToinenPHD compared the number of visitors to different stores during the same period in its Market Lift study, the impact of the outdoor advertising campaign can be verified with certainty: the stores near which outdoor advertising was used achieved an average increase in visitors of 6.3%.
In total, the outdoor advertising campaign generated around 5,000 more visitors nationwide compared to the usual number of visitors, demonstrating the effectiveness and importance of outdoor advertising as part of an overall marketing strategy.
Successful targeting and good creative execution ensure results
Elisa's campaign was targeted at selected shopping centres with an Elisa store. The tactical message was directed to the store located in the shopping centre and highlighted the limited edition products.
An attractive and clear product image, a location-specific message and brand-appropriate material with a large logo helped to ensure excellent results.
Location-based advertising has also been shown in previous studies to deliver significant results - for example, in the Moments of Truth (2020) study, dynamic outdoor advertising increased sales by 16% compared to a campaign that did not use outdoor advertising at all.
Digital allows variation of advertising materials
The tactical advertising message was timed for the end of the week, when people are more likely to make big electronics purchases.
At the beginning of the week, a more branded ad was relied upon to highlight Elisa's range of phone cases and accessories.
Digital outdoor advertising inspires trust and purchase interest
Outdoor digital advertising is often perceived as a natural part of the environment, not an interruption or distraction. At its best, a well-targeted ad can add value to its audience and provide a natural lead to the store.
Outdoor advertising is the best medium for building trust, according to research. It has also been shown to increase brand awareness and reputation.