Instead of limiting communication to the shopping centres where the new stores were opened, iSTYLE took the announcement of its Ljubljana and Zagreb openings to the roads used by thousands of potential customers every day. The mobile DOOH campaign was carried out through the GLEOVO platform, whose vehicle covered a total of 1,410.77 kilometres across the two cities over ten days. GLEOVO is a mobile DOOH platform with LED screens, designed to display campaign content along pre-planned urban routes.
The first part of the campaign ran from 25 to 29 August in Ljubljana, ahead of the opening of the new iSTYLE store at Citypark. Over five days, the vehicle covered 760.62 kilometres, travelling through the city’s urban area and towards surrounding settlements.
The route was not concentrated exclusively around the location of the new store. It covered western and northwestern routes towards Medvode, northern and northeastern routes towards Trzin, Domžale and Radomlje, as well as southern and southeastern roads towards Škofljica and Grosuplje. The campaign thus gradually introduced the store opening announcement into different daily traffic flows, leading up to the store’s opening at 10 a.m. on 29 August.
Following Ljubljana, the vehicle supported communication for the new iSTYLE store at Zagreb’s City Center one West from 1 to 5 September. It covered an additional 650.15 kilometres in Zagreb, while the store opened at 10 a.m. on the final day of the campaign.
Although the new retail location is situated in western Zagreb, the planned route covered a considerably wider area. The vehicle travelled through the western part of the city, the wider city centre and eastern routes, including areas towards Zaprešić, Sesvete and Ivanja Reka. This allowed the same campaign message to change its point of contact with the audience throughout the day, instead of depending on people passing a single booked advertising site.
Queues formed at the openings in both cities, with visitors waiting to enter the new stores. However, the number of kilometres covered and the interest recorded at the locations should not be viewed as a direct cause-and-effect relationship, but as two parts of the same communication: a mobile announcement across the city and the final point of contact with customers on the opening day.
The iSTYLE campaigns demonstrate how mobile DOOH can be incorporated into communication surrounding a store opening: not as a replacement for presence at the location itself, but as a way for information about a new store to travel through a larger number of urban areas in the days leading up to the opening.
