Top Line: Aspex Eyewear has announced a partnership with Vistar Media for its first digital out of home (DOOH) campaign to bolster its North American presence via a multi-touch marketing campaign. The new venture aims to drive brand awareness for Aspex’s TurboFlex technology.
Close Up: Leveraging Vistar Media’s proximity targeting capabilities, Aspex Eyewear will launch ads in key retailers, in all major cities in Canada and throughout the U.S. Utilizing programmatic solutions through Vistar, Aspex will place media buys across North America, in both English and French creative. The campaign will feature a mix of static and video creative content including billboards, urban panels, colleges/universities, bars, movie theaters, office buildings, malls, taxi/rideshare tv and more. Engaging, high-impact messaging will reach the target audience at several touchpoints throughout their daily routine, driving them to close-proximity retailers where the product is sold.
Aspex Eyewear has chosen programmatic DOOH to further diversify its media mix to support Turboflex social media campaigns and TV spots. This is the brand’s first time integrating the unique capabilities of DOOH into its omnichannel marketing strategy. Aspex will conduct a brand study to evaluate DOOH performance following its 13-week flight.
Vital Stats: Scott Mitchell, managing director, Canada, Vistar Media, said, “Rolling out a strategic campaign across North America is always fun for our team, even more so when we are working with a brand, like Turboflex, that shares our passion for fusing rich creative and innovative technology.”
Félix Sidès, vice president, Aspex Eyewear Group, said, “We are proud to partner with Vistar Media to execute our DOOH campaign right off the heels of our partnership with the 65th GRAMMY Awards and the GRAMMY Gift Lounge. The proximity targeting and robust measurement capabilities of DOOH will allow us to effectively connect with our audience across North America, evaluate the impact of campaign performance and take our broader marketing strategy to the next level.”