The energy and sports drinks market is competitive and valuable, requiring significant investment in diverse communication strategies. aQuellé ViV leveraged the high reach and audience saturation of OOH advertising through our national network to introduce their new range to the South African market. The campaign targeted key metros across Johannesburg, Tshwane, Durban, and Cape Town, guided by insights showing 36% of consumers regularly drink sports and energy drinks, with 22.4% consuming them weekly and 26.8% willing to try new options.
Utilising spatial and consumer insights, we optimised aQuellé ViV's strategy by focusing on consumers interested in training, sports, and health, in catchment to contextual POIs, namely 36 gyms, 287 retail stores, 17 recreation centres, 87 educational centres, and 114 office parks. The campaign is estimated to reach 3.2 million consumers with an average frequency of 20 and an impressive 63 million impressions at a cost-effective CPM of R4.39.
OOH advertising's evolving role, driven by data, offers a strategic platform for product or brand launches, effectively connecting brands with target audiences.
