The Objective
Orange Cash wallet is a digital service that allows users to benefit from a variety of financial services directly from their mobile anytime, anywhere and with complete security.
Our objective was to drive mass awareness for the launch of Orange Cash by leveraging B.Tech's extensive retail network and digital out-of-home (DOOH) presence.
The Solution
Integrated Retail Media Network (RMN) and DOOH: Orange Cash utilized B.Tech's RMN technology to deliver targeted promotional content across a network of 1,014 screens, encompassing in-store displays and high-visibility DOOH locations. This ensured maximum reach and impact within B.Tech's high-traffic retail environment.
Dominating Presence: To amplify the campaign's impact, Orange Cash secured exclusive advertising rights for a one-hour period, focusing on smartphone promotions to capitalize on B.Tech's tech-savvy customer base.
Unified Messaging: A single, impactful creative design was implemented across all RMN and DOOH screens to maintain consistent brand messaging and maximize audience recognition.
The Results
Exceptional Impression Delivery: The campaign exceeded initial impression targets, delivering 848,888 RMN impressions (vs. 829,359 booked) and 11,700 DOOH impressions (vs. 10,500 booked).
Bonus Exposure: The campaign generated significant added value through free impressions, with RMN over-delivering by 1,146 impressions and DOOH by 1,200.
Targeted Audience Reach: Campaign data revealed a balanced gender split (56% male, 44% female) and strong engagement among key demographics, particularly the 18-24 and 25-34 age groups.
Key Takeaways
Retail Media Networks as Powerful Launchpads: B.Tech's RMN proved highly effective in driving awareness for a new product launch, offering a targeted and impactful platform to reach engaged consumers.
DOOH Amplification: Integrating DOOH within the RMN strategy extended campaign reach beyond B.Tech's physical stores, maximizing visibility and reinforcing key messages.
Exclusive Placements Drive Impact: Securing exclusive advertising slots amplified Orange Cash's message, ensuring undivided attention and stronger audience impact.
Creative Consistency is Key: Utilizing a single, impactful creative across all platforms strengthened brand recognition and campaign recall.