In June, top outdoor advertising platforms in the largest cities of Ukraine announced a new product with its vibrant design immediately capturing attention. We're talking about Battery Energy Drink and our OOH/DOOH displays.
Carlsberg Ukraine tasked RA Initiative Media with an advertising campaign for the effective and prominently visible launch of the new product, Battery Energy Drink. The objectives were as follows:
- Introduce the new energy drink to the target audience.
- Build brand awareness.
- Achieve maximum audience reach.
To address these goals, RA Initiative Media, RX Megapolis, and other market operators employed a comprehensive approach, utilizing various outdoor advertising tools for promotion. Both static and dynamic displays were engaged. Energetic and visually appealing, the billboards actively acquainted consumers with the novelty in cities such as Vinnytsia, Dnipro, Zhytomyr, Ivano-Frankivsk, Kyiv, Kropyvnytskyi, Lviv, Poltava, Rivne, Sumy, Uzhgorod, Khmelnytskyi, Cherkasy, Chernivtsi, and Kharkiv.
- The target coverage was achieved through thorough analysis and a well-prepared placement program, considering factors like the relevant location of structures and high pedestrian and vehicular traffic.
- The comprehensive out-of-home and digital out-of-home approach allowed for the use of different advertising formats: static and dynamic. This contributed to an increase in engagement and strengthened the emotional impact of the narrative.
- Effective placement geography and simultaneous coverage contributed to building brand recognition among the target and indirect audience. A strong connection was established from awareness and interest to the desire to purchase.
The dynamism of digital screen advertising highlighted this product in its category, fostering an immediate emotional connection with consumers.
The qualitatively executed placement of advertisements on billboards, boards, and LED screens, combined with the vibrant narrative design, achieved the predetermined campaign results.