Silbö Telecom, a Spanish telecommunications provider offering high-quality mobile, internet and TV services, has partnered with the Royal Spanish Football Federation (RFEF) as the main sponsor of the Spanish men's and women's national football teams.
To extend the reach of this partnership, Silbö launched its first programmatic digital out-of-home (pDOOH) campaign, strategically targeting audiences in major Spanish cities.
Target
The aim of the campaign was to strengthen Silbö Telecom's connection with football fans across the country by raising the profile of its sponsorship and promoting its new unlimited data offer ahead of Euro 2024. Leveraging the influence of DOOH, the campaign aimed to raise awareness, improve brand perception and inspire thinking.
Strategy
MIO Group for mamerala to leverage the premium digital space of DOOH formats for precision targeting and programmatic delivery of messages to the target audience.
Digital screens were strategically activated in high traffic locations such as train and metro stations in Madrid, Barcelona, Málaga, Valencia, San Sebastian, Seville and Zaragoza. This positioning maximised visibility and repeat messaging in the target audience of commuters and urban dwellers, thus delivering the brand's message of providing a premium service.
Creativity and communication
The Silbö ads communicated the brand's partnership with the Spanish national football teams while promoting the new unlimited data offer. The creative was tailored to each city to increase relevance and local response. For example, the ads in Seville read: "Experience the national team with unlimited data. Hotter than Seville in the summer." The visuals highlighted Silbö's affordable yet premium offering and captured the excitement and pride surrounding the upcoming tournament.
Results
In partnership with Broadsign and Happydemics, a brand reinforcement study was conducted to measure the impact of the campaign on key brand metrics including ad recall, brand image and brand awareness. A survey was conducted near screens in the study area, and the increase in familiarity was measured by comparing the responses of those who did not recall the ad and those who did.
Increased interest in the brand
The campaign significantly increased interest in Silbö's communication and brought a +288% increase in the target group of those who recalled the ad. This speaks to the power of this medium combined with quality messaging and creative = the campaign's ability to engage the audience and increase brand relevance.
Strong ad memorability
The campaign reached 3.28 million impressions, with 54% of respondents saying they had seen the ad multiple times, reinforcing Silbö's communication and increasing recall.
Significant improvement in brand image
In the target group of respondents who remembered the ad, there was an 833% increase in those who reported a positive or very positive impression of the Silbö brand, highlighting the effectiveness of the campaign in reinforcing brand perception.
Increased consumer attention
43% of respondents who remembered the ad said they would now consider signing up for Silbö Telecom's services, showing the campaign's ability to turn awareness into intent.
Source: Broadsign.com, Aliya Sharif