Despar Nordest's audio ads entice audiences into stores with grocery savings
Share This
From the vineyards of Veneto to the mountains of Trentino-Alto Adige, Northern Italy is full of flavor—and Despar Nordest, a supermarket cooperative, is the place to go to savor the region's finest. When Milan-based marketing agency Youthquake set out to capture the attention of Despar's multiregional audience, they turned to Spotify Ad Studio in order to create geolocated audio ads that invited and enticed shoppers into the supermarket cooperative's many stores.
Media Mix:
Brand vertical: Retail
Objective: Awareness, In-Store Visits
Target audience: Adults 21+ in Trentino-Alto Adige, Veneto, Friuli Venezia Giulia, Emilia Romagna, and Lombardia, Italy
Targeting used: Age, Location
Market: Italy
Flight dates: 12/02/22—12/10/22
Format: Audio Everywhere
The Brief:
Despar Nordest's Campagna Sottocosto ("below-cost campaign") promotion happens just a few times a year, so it was essential for Youthquake to capture maximum attention. Despar's multiregional presence also made geolocation targeting essential. The agency's advertising strategy was a great fit for Spotify, with its broad reach and targeting capabilities.
The Solution:
Given their client's digitized and omnichannel audience, Youthquake knew they needed to show up in all the moments of a potential customer's day—which meant producing ads capable of addressing each of these moments.
To do this, Youthquake kept the campaign within a broad socio-demographic without any particular constraints. Rather than focusing on specific listeners or moments, the agency chose to use Spotify Ad Studio's flexible self-serve tools and geolocation capabilities to target certain areas and tempt people into stores.
00:00 / 00:00
🎧 Sound check. Turn on your audio.
The Impact:
Despar's recognizable brand voice paired well with the engaging format of audio, resulting in a strong promotion that expanded the brand's audience and helped increase awareness of store locations.
Youthquake's Campagna Sottocosto audio ad campaign achieved a reach of more than 300,000 unique users, and Spotify listeners stayed tuned for 97% of Despar's ads on average, driving visits to the brand's webpage where more info about the promotion could be found.
Campaign results:
- 300K+
Reach
- 97%
Completion
The Takeaway:
Youthquake's successful campaign highlights how Spotify can help brands effectively reach customers at key screenless moments of their day. For retail brands, this comprehensive reach can translate into the ability to improve awareness of its stores and drive footfall traffic.
"This campaign gave even more visibility to the 'Sottocosto' promotion, further proof of the effectiveness of our Digital and Omnichannel communication, where Spotify also plays a key role."
— Elisa Volini, Social Media & Digital Marketing Manager, Despar Nordest
Interested in creating geotargeted ads that let customers know about your retail locations? Get started with Spotify Ad Studio today.