Challenge
For customers considering purchasing gifts for themselves or their loved ones, Vodafone partnered with Samsung to launch a campaign offering special deals on selected smartphones and accessories.
A key insight shaped the campaign strategy:
more than half of consumers prefer using both digital and physical stores during their purchase journey.
The challenge was therefore to design a campaign that could:
• Reach the right audiences across multiple channels
• Connect outdoor media with digital engagement
• Guide customers through a seamless journey from awareness to purchase
To achieve this, Vodafone needed to bridge the gap between outdoor advertising exposure and measurable digital and retail actions.
Strategy
The campaign strategy centered around programmatic digital out-of-home (DOOH) and location-based data intelligence.
Using Near’s platform, Vodafone integrated outdoor media into a data-driven advertising ecosystem.
This allowed the campaign to:
• Identify audiences exposed to outdoor advertising
• Retarget them with personalized digital messages
• Guide them either to Vodafone stores or the online store, depending on their location.
The objective was to create a continuous omnichannel experience connecting outdoor media, digital engagement, and store visits.
Activation
The campaign combined programmatic outdoor media with advanced digital targeting.
Programmatic DOOH Activation
Outdoor screens were integrated into the Near platform, enabling Vodafone to track audiences who had been exposed to DOOH ads.
These audiences were then converted into retargetable digital segments.
Location-Based Retargeting
Users who had seen the outdoor ads were retargeted with mobile digital ads using location intelligence.
Two different strategies were applied:
Near Store Targeting
Vodafone customers located within 500 meters of a Vodafone store received dynamic banners showing directions to the nearest store.
Digital Commerce Targeting
Users who had seen outdoor ads but were not close to a store were redirected to Vodafone’s online store via mobile retargeting.
This ensured that consumers could complete their purchase either online or offline depending on their preference.
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Technology
The campaign used Near’s location intelligence platform, integrating:
• Programmatic DOOH activation
• Location-based audience creation
• Mobile retargeting
• Real-time campaign optimization
This technology allowed Vodafone to connect outdoor exposure with digital engagement and store visits, transforming DOOH into a measurable performance channel.
Results
The campaign generated strong performance across digital engagement, store visits, and sales.
• 1.3 million users exposed to outdoor advertising
• Users who saw the outdoor ads achieved 4.3× higher CTR on digital ads compared to those who did not
• The rate of viewers watching outdoor ads for more than 2 seconds was 335% above benchmark
Digital and retail results included:
• 20,000 users added products to their cart online
• 10,000 users requested store directions
• 48% of those users visited Vodafone stores
Sales impact:
• Smartphone sales increased by 78%
• Accessory sales increased by 33%
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Impact
By integrating data-driven outdoor advertising with digital targeting, Vodafone successfully created a connected omnichannel customer journey.
The campaign demonstrated how DOOH, location intelligence, and digital retargeting can work together to drive both online conversions and physical store visits.
This approach not only improved campaign performance but also highlighted the growing potential of data-driven outdoor media in modern retail marketing.
