Sunshine campaign: DOOH and flyers as sales boosters
Import Optik

Import Optik and Post Advertising decided on a weather-dependent summer campaign to boost sunglasses sales: DOOH (digital out of home) ad spots were shown in 11 selected Swiss Post branches at locations with Import Optik stores, supplemented by personal flyer handouts at the counter.

The special feature was that the campaign was only active when the weather was sunny. It meant the optician reached its target group precisely when sunglasses were most relevant. And the offer was also the perfect match: during the promotional period, customers enjoyed an appealing 15 percent discount on all sunglasses without correction.

Clear goals for greater visibility and revenue

Import Optik pursued three main goals with its sunshine campaign: positioning the brand as a sunglasses specialist, attracting customers to local shops and selling at least 30 extra pairs of sunglasses in each shop during the campaign period. The campaign was aimed at 25- to 70-year-old visitors to Swiss Post branches at locations with Import Optik shops – i.e. people who were already there and could benefit from the attractive range of sunglasses on offer.

Cross-media strategy with impact

The optical business focused on a cross-media strategy to maximize reach and brand recognition. Besides DOOH ad spots and personal flyer handouts, other measures were used on the Import Optik channels: posters at the POS and in the buildings’ lifts, around 5,000 SMSs and 10,000 e-mails to existing customers, a blog post and meta ads to boost the campaign digitally.

More sales with the same budget

The results were impressive across the board: the campaign attracted many customers to the optician’s shops. With the same budget as the previous year, the cross-media approach using DOOH and personal communication achieved significantly better results – in terms of both shop footfall and sales. The sunshine campaign clearly shows how sales can be promoted and brands sustainably strengthened by intelligently linking weather data, DOOH and personal communication.