See how Molly's Spirits successfully increased store traffic and stayed top of mind using an outdoor advertising campaign.
Solution
By utilizing the comprehensive coverage of OOH to promote its location and delivery service.
Solution
Background
Following the passing of a new Colorado law allowing for the purchase of beer in grocery stores, Molly’s Spirits was concerned sales could decrease should consumers begin buying beer when shopping for food.
Background
Objective
The objective of the campaign was to keep Molly’s top-of-mind with liquor purchases and increase store traffic by targeting consumers with a multi-platform OOH campaign.
Objective
Strategy
Molly’s key audience includes cost-conscious adults over the age of 21 who may want liquor delivered. The OOH campaign plan utilized urban billboards located within a five-mile radius of the store, featuring directional messages intended to guide potential customers to the store location. A second component of the OOH plan included the use of wrapped light rail trains and with exterior and interior ads designed to reach people traveling into the city for sporting and concert events. The train routes cover the main interstate and the downtown area with passengers spending an average of 45 minutes per ride each way. Finally, the third OOH element featured king kongs and fullbacks displayed on buses to target residential areas, as well as park-and-rides to capture commuters at home and on their way to work.
Strategy
Plan Details
Market: Denver, CO
Flight Dates: January 1 – December 31 2019 annual campaign with targeted flight dates for bulletins, and transit ran for 13 periods.
OOH Formats: Billboards, Wrapped and Interior Light Rail Trains, Bus Kongs and Fullbacks
Impressions: Billboards (989,476 monthly impressions); 20 Bus Kongs and 10 Bus Fullbacks (8,815,920 monthly impressions); 3 Light rail wraps with interior domination (5,207,292 monthly
impressions).
Budget: $10,000 and over
Plan Details
Results
Delivery sales increased 20% and in-store sales increased sales 23% year-over-year, prompting Molly’s to open a second store in 2019.