Media Briefing: PDooh Campaign for BIC in Retail Environments

Overview

This briefing outlines a strategic plan to utilize Programmatic Digital Out-of-Home (PDooh) advertising to engage families with children for BIC. The objective is to encourage these families to purchase BIC writing products while they shop for school furniture at key retail stores such as Colruyt, Bureau Vallée, Ava, Club, and Standaard Boekhandel.

Campaign Objective

The primary goal of the campaign is to increase brand awareness and drive sales of BIC writing products among families with school-aged children. By leveraging PDooh advertising, we aim to:

• Connect with families on the go.
• Promote the importance of writing and creativity.
• Position BIC as the preferred choice for high-quality, affordable writing tools.

Target Audience

• Demographics: Parents aged 20-40 with children aged 5-12.
• Psychographics: Value quality and educational products, frequent shoppers of school supplies and furniture.

Key Retail Locations

1. Colruyt: Known for its wide range of products and strong customer base among families.
2. Bureau Vallée: Specializes in office and school supplies, making it a prime location to reach our target audience.
3. Ava: Offers a variety of school and office products, frequented by parents shopping for school supplies.
4. Club: A popular bookstore that attracts families buying educational materials.
5. Standaard Boekhandel: Another key bookstore with a strong focus on educational products.
6. Carrefour & Delhaize supermarkets: presence of school and office supplies section

pDooh Placement:

• Digital Billboards: Strategically placed at entrances and high-traffic areas within and near the retail locations.
• timing and Frequency: Focus on the peak shopping period back to school season
  

  Implementation Plan

  Campaign Launch:

  • Deploy digital ads across selected retail locations.
  • Monitor real-time analytics to optimize ad placements and timings.
  • Mid-Campaign Optimization:
    • Adjust messaging and visuals based on performance data.
    • Increase frequency during peak shopping times and special promotions.
    • Post-Campaign Analysis:
      • Analyze performance data to measure campaign success.
      • Gather insights for future campaigns and refine strategies accordingly.

 Conclusion

By leveraging PDooh advertising in key retail environments, BIC can effectively engage families with children, encouraging them to write more and create lasting memories. This targeted approach not only drives sales but also strengthens BIC’s brand presence as a leader in writing and creative products.

Smart network on top of the pDOOH approach : selection of 2m² billboards in street environment close to the predefined POS to have all day long presence.