CUPRA runs first ever programmatic digital OOH campaign across Frankfurt Airport

"CUPRA has opted for an effective combination of specific targeting via programmatic advertising and an experiential promotion. Concurrently with the DOOH campaign, passengers can see the fully-electric CUPRA Born in the Atrium of the airport, via a digital platform capable of simulating a variety of surfaces, thus being able to engage with the brand in a live sensory and emotive interaction."

"To ensure that the campaign reaches the target audience effectively, the marketing experts at Media Frankfurt developed a specific persona and tailored the media chosen programmatically around it in accordance with the time of day and day of the week: this persona is oriented towards quality and technology, is receptive to electro-mobility and has a certain degree of financial freedom."

"With the new programmatic offering by Media Frankfurt via the VIOOH platform, CUPRA can increase both net reach and average number of people at the airport - far more efficiently than would have been possible using conventional media techniques."

CUPRA, Spain's challenger automotive brand, executed its first programmatic digital out-of-home campaign at Frankfurt Airport to promote the CUPRA Born, its inaugural fully electric vehicle. The multi-week pilot campaign combined targeted digital advertising across Media Frankfurt's DOOH inventory with an experiential activation in the airport atrium, featuring a digital platform simulating various surfaces for interactive brand engagement. Media Frankfurt's marketing team developed a specific persona targeting quality-conscious, technology-oriented consumers receptive to electric mobility with financial capacity. The programmatic approach enabled CUPRA to optimize reach and frequency based on time of day and day of week, delivering greater efficiency than conventional media buying methods.

Read at Thedrum