Abbott bets on DOOH alongside Beeyond in Mexico

With the objective of supporting the launch of FreeStyle Libre 2 Plus (a continuous glucose monitoring sensor) and strengthening brand presence in key cities across the country, Abbott implemented a digital out-of-home advertising strategy powered by Beeyond’s technology, prioritizing meticulously selected locations to impact its target audience.

Technology and Context in Real-Time

Through Beeyond’s advanced geolocation capabilities, FreeStyle Libre 2 Plus activated a unified message, executed through creative pieces that highlighted both product attributes (benefits and monitoring system functionality) and its use in daily contexts and real-time decision-making, reflecting how FreeStyle Libre 2 Plus accompanies people in their day-to-day lives.

The strategy focused on generating contextual and proximity presence, prioritizing locations near hospitals and clinics, as well as inside office towers and corporate complexes that house medical centers or were located within a radius of less than 1 km from these points of interest, aligning the message with relevant environments for the category.

Impactful Results

As a result, the FreeStyle Libre 2 Plus campaign generated more than 303 million total impacts on people, including 178 million vehicular impacts, with an average frequency of 19.97 OTS (Opportunities To See). In total, more than 360,000 spots were displayed on screens and billboards, achieving massive, consistent, and highly relevant exposure during a key stage of its launch.

It is worth noting that this activation represents the first foray of FreeStyle Libre 2 Plus into a DOOH strategy of this type, marking a relevant milestone in its outdoor communication and opening new opportunities to connect with its audiences through technology, data, and context.

Beeyond continues to enable smart, measurable, and effective DOOH strategies, even for regulated categories, by combining technological innovation and strategic planning.