Campaign Background
A well-established retail garments brand in Davanagere had been relying primarily on print newspaper inserts and word-of-mouth for brand communication. With a new store expansion planned and increased competition from organized retail chains, the management team decided to invest in a more visible, high-impact advertising approach.
After evaluating their options, they partnered with Tredimez Digital for a 30-day DOOH campaign across two LED screens in Davanagere's highest-traffic locations.
Campaign Strategy and Execution
Screen Selection
Two locations were selected based on audience relevance: NH-48 Junction (42,000 daily impressions) and APMC Circle (38,000 daily impressions). Both locations sit within 2 km of the brand's flagship store and capture the primary commercial traffic corridor through Davanagere.
Creative Approach
Three creative variants were developed and scheduled by time of day. A "New Season Collection" message ran during peak morning commute. An "Assured Lowest Price" message ran during lunch hours. A "Visit Us Today" message with store address ran during the 5–8 PM evening commute peak.
Results After 30 Days
Campaign Performance Results
- Total estimated impressions: 2.4 million over 30 days across both screens
- Store footfall increase: 3.1× compared to the same period in the prior year
- New customer acquisition: 34% of campaign-period customers reported first visit
- Average transaction value: increased 18% (attributed to premium positioning from advertising)
- Brand recognition in exit survey: 67% of new customers recalled the billboard
- Social media following: +420 new Instagram followers during campaign period
- Cost per thousand impressions (CPM): ₹3.50 — comparable to top digital platforms
Key Learnings for Other Advertisers
The brand's success was not accidental. Several strategic decisions drove the exceptional results: selecting locations in the direct catchment area of the store (not just high-traffic locations), creating multiple time-specific variants rather than one generic message, and running a full 30 days to allow brand recall to build.
The campaign also benefited from the timing — it ran in the 3 weeks leading up to a local festival, when purchase intent for clothing was naturally elevated. Aligning outdoor campaigns with consumer buying cycles is a critical but often overlooked factor.
The Bottom Line
A modest ₹1.5 lakh investment in a 30-day DOOH campaign generated results that would have been impossible to achieve with equivalent spending on newspaper inserts or digital display ads alone. Outdoor advertising's unique ability to build mass awareness and brand credibility in a local market — repeatedly and passively — is what drove the remarkable footfall uplift this brand experienced. The results speak for themselves: DOOH works in Tier 2 India, and it works well.
