The Italian Franciacorta and Lakes area is a beloved vacation destination for wine lovers and upmarket tourists.
To stand out and engage international tourists, Franciacorta Village regularly looks for the best way to promote the summer season sales and reach tourists looking to indulge in some vacation shopping.
For the second year in a row, Franciacorta Village partnered with PHD media agency and the drive-to-store specialist S4M to reach high-potential tourists traveling across the Lakes area and drive them to their fashion outlet close to Brescia.
We created a custom mobile campaign, reaching exclusively German, Dutch, Ukrainian, French, Belgian, Russian, and English speakers based on the language settings of their device, ensuring they were likely to be tourists. To maximize the impact of the campaign and advertising investment, we identified the most valuable audience among that group, reaching consumers identified as tourists, fashion and lifestyle lovers, and shopping enthusiasts.
Thanks to S4M’s location technology, the advertising campaign was displayed to mobile users who were traveling around Iseo Lake and Garda Lake, in order to involve those consumers who could easily reach the Village.
Between mid-July and the beginning of September, we developed three creative sets, to match the different promotional stages:
- The Summer Premier
- The main sales period
- Three days of Hot Sales with the highest discounts
The animated formats showed a teaser of the promo and guided the users to a dynamic store locator, to help them easily locate and reach the outlet.
This highly specific campaign drove 683 high-potential consumers to the Franciacorta Village, a 58% uplift on regular store traffic, successfully reaching a highly niche audience. The CPIV was 40€, a positive result given the average Village basket, showing how it is important to reach the right audience in order to guarantee a strong return on advertising investment.