Caset
Arnolds Hansa wanted to boost sales during the quieter early months of the year, a period typically slower for the restaurant industry, with out-of-home advertising on our Shopping Digital Hansa advertising surfaces. Digital visibility in Shopping Centre Hansa provided a contextually strong environment for Arnolds’ message: customers were already surrounded by experiences, shopping and cafés.
Advertising reached customers right at the start of their shopping day
The main message of the campaign was to highlight Arnolds Hansa’s easily accessible breakfast offers, while also reminding customers of quality coffee and fresh doughnuts as a small everyday treat.
The objective was to increase awareness of the breakfast offering in particular, encourage customers to stop by the café early in their shopping day, and make breakfast an easy and appealing choice for people visiting Hansa.
“The campaign spoke to busy everyday people who value a quick, affordable and high-quality breakfast in a central location. In the afternoons and evenings, the aim was to remind customers of our take away benefits, and this worked especially well in the sweet treats category,” comments Laura Salmi, franchise entrepreneur at Arnolds Hansakortteli.
The shopping centre environment made the advertising truly contextual
For Arnolds Hansa, the strength of the campaign was its location. The advertising was not displayed in a disconnected environment, but in the same shopping centre where the café is located. This made the message especially relevant: a customer could see the advertisement just a few metres from the point of purchase, or on the other side of the shopping centre, where the message reminded them of Arnolds at exactly the right moment.
“OOH advertising worked effectively as a final reminder before the purchase decision. The message reached customers in the same environment where we operate, and reminded them of the spontaneous opportunity to stop by our café,” Salmi comments.
OOH advertising activated impulse purchases and strengthened local visibility
Salmi felt that OOH advertising effectively supported Arnolds’ local visibility. Digital shopping centre advertising increased brand recall, added repetition to the message and also reached customers who might not otherwise be reached through digital marketing.
“Especially during quieter seasons, continuous visibility is important so that we stay top of mind for customers,” Salmi says.
The campaign demonstrated how advertising displayed close to the point of purchase can work both as a reminder and as an activator.
"Overall, the campaign supported sales well during the quieter start of the year and strengthened Arnolds Hansa’s position as an attractive breakfast and café destination in Turku city centre,” Salmi concludes.
“
Cases
