Danone positions Casancrem with a DOOH campaign

The Digital Out Of Home strategy, led by Beeyond, was key to showing how Casancrem, Danone’s mass consumption brand, is an ally in the daily lives of Argentines, providing the best in every meal of the day. With geographic segmentation focused on families, the product was successfully positioned and its versatility for different moments and preparations was showcased.

The target audience

Between April and June (with the possibility of continuing communication from August to October), Beeyond launched a campaign for Casancrem, mainly aimed at parents. Therefore, geographic segmentation prioritized schools, playgrounds, and high-traffic areas in Buenos Aires Metropolitan Area (AMBA) and other cities like Córdoba, Mendoza, Rosario, Corrientes, and Resistencia.

Various materials were displayed on the selected screens: the strategy included graphic pieces related to breakfast, lunch, and dinner, which rotated according to the time of day. The brand was also associated with dishes like tarts, pasta, and chocotorta. Additionally, there was a special creative (which rotated from June 11 to 15) framing the product’s use for Father’s Day.