OOH Advertising Experts: Unleashing the Power of OOH: CAVA White Marsh Case Study
Objective
Support the new CAVA location opening in White Marsh, MD with a focus on hyper-local zip-code targeted media, digital placements for creative flexibility, and experiential activations to create buzz within the local community.
Activation
Project X & CAVA worked closely to launch a campaign utilizing a mix of digital and static placements, including experiential and non-traditional OOH media.
A digital mobile truck was activated in the days leading up to the opening date showcasing “Coming Soon" messaging to create buzz and inform the local neighborhood that CAVA was opening in White Marsh. In conjunction with the digital truck, 20 chalk stencils were applied on sidewalks in the immediate vicinity of the store location to catch pedestrian attention and inspire curiosity around the opening. Additionally, a street team outfitted in CAVA gear passed out coupons and free swag to consumers in an effort to encourage downloads of the CAVA app.
Two static mobile billboards with custom routes and a :15 cinema spot in nearby movie theaters promoted "Now Open" messaging to inform consumers and further extend the reach of the campaign in the community.
Results
In addition to the 20 contracted chalk stencils, 7 bonus CAVA logos were also placed for a total of 27 chalk stencils in the surrounding area of the new store location. CAVA posted the stencil photo on their Instagram, and garnered over 800+ likes, which is considered high for a new store opening, and the brand in general.
Brand ambassadors were selected based on experience, and PJX/CAVA organized a training prior to the start of the campaign, facilitated the uniforms for the activation, provided a map of the area and detailed roles and responsibilities for all members of the team. 70 free drink vouchers and 25+ winter hats were passed out to consumers in the area around the store creating buzz and excitement for the CAVA grand opening.
With the area of focus having limited traditional OOH media formats such as bulletins or posters, the implementation of the static mobile billboard allowed CAVA to run brand messaging for 20 days covering over 40 miles a day in the targeted neighborhoods.
Working with limited budget guidance and scarcely available media options, Project X/CAVA were able to work within the given project parameters, making an immediate impact in the community by executing a successful out-of-home campaign..
