All change please – How Co-op re-booted OOH to drive improvements in ROI

The grocery sector is fiercely competitive with pricing strategies and share of market defence strategies mean that margins are constantly squeezed. A previous disappointing set of econometrics results put OOH under a microscope and its role on Co-op national campaigns was being questioned. 

We embarked on a new approach to prove the value OOH added to the media mix. 

We re-booted our plans, employing a smarter, more agile approach to deliver on its core objectives of driving brand uplift and footfall into store. 

The resulting campaign was a 6-month always-on, 100% dynamic digital campaign, which seamlessly interweaved brand messaging with localised and bespoke sales products.  

This subsequently saw brand metrics improve, Co-op once more lead again in sustainability and OOH ROI nearly doubled.