Case Study: Mars achieves stronger Gen-Z engagement and sales uplift with VIOOH programmatic DOOH

MaRS boosts purchase intent by 271% with VIOOH

The customer, Mars, faced the challenge of reigniting interest and sales for its Extra Gum brand, which was experiencing declining brand clarity and awareness. The objective was to connect with a younger Gen-Z audience that values experiences and authenticity. Mars partnered with the vendor VIOOH on a programmatic digital out-of-home (pDOOH) campaign to address this.

The solution implemented by VIOOH involved activating digital rail screens in high-traffic urban areas near offices and universities, with creative messaging tailored by time of day. This pDOOH campaign was extended across BVOD, radio, and social media channels. The results were a 271% increase in purchase intent and a 10% lift in unit sales over a six-month period.

MaRS