Firefly, the company leveraging taxi and rideshare vehicles to build a street-level digital media network, announced the launch of Street.IQ, the first and only product to use live data to optimize out-of-home (OOH) campaign performance mid-flight. In tandem, PUMA launched its next innovative OOH campaign in partnership with Firefly, this time focusing on increasing the effectiveness of its out of home spend through the first-to-market product.
Just four weeks brought incredible performance: foot traffic to the new Fifth Avenue flagship store increased 136% and people who were exposed to Firefly ads were 1.4x more likely to visit the store after seeing the creative.
Using Firefly’s geotargeting technology, Havas Media also pioneered the platform’s first use of the programmatic delivery capabilities, and served hyper-relevant content around the grand opening of PUMA’s retail store on Fifth Avenue in New York.
Optimized for ‘in-motion,’ the campaign geo-targets consumers across different locations and times of day, delivering memorable, high-impact motion graphic content promoting the new stores address. Taxis will deliver this message to high-traffic areas including major airports, tourist attractions, athletic fields, and existing store zip codes.
A first for Puma, this campaign expands out-of-home (OOH) beyond fixed ads and insights, with its situationally aware digital smart screens determining campaign direction and ad frequency based on driver routes, area demographics, and traffic patterns.