Alcampo Launches ‘Innovative’ Advertising Campaign

Developed with Adsmurai and Clear Channel, the campaign promotes Alcampo’s gardening and patio furniture lines by intelligently adapting the message based on these factors.

The campaign leverages the Adsmurai Marketing Platform to manage a dynamic product catalogue and automatically generate creatives for outdoor screens.

Clear Channel’s DOOH platforms in Madrid ensure that ads are triggered with content tailored to the following.

Geographic location: Patio furniture ads are displayed in the city centre, while gardening products are promoted on the outskirts. The product selection is automated according to the strategic display rules for each area.

Weather conditions: Ads are shown only when the weather is favourable, ensuring relevance to the consumer’s context.

Shift In Outdoor Advertising

This programmatic approach marks a shift in outdoor advertising, traditionally seen as a mass channel. By combining DOOH displays with personalised real-time data-driven content, the campaign achieves several goals.

This includes the activation of targeted content without manual intervention; adapting advertising to environmental changes, like weather conditions; delivering relevant messages without one-to-one personalisation; and streamlining creative production and reducing costs by using a single platform.

Alcampo’s e-commerce director, Veronika Nikolaeva, commented, “We have seen how the intelligent use of data, context, and creative automation can completely transform the impact of traditionally static media, like outdoor advertising.

“This campaign has represented a further step for us in our commitment to implementing innovations that allow us to communicate effectively and relevantly with our audience. Without a doubt, it demonstrates how data, context and automation can drive impact.”