How Bergenbier Drove 66% Sales Lift with a Football-Themed DOOH Campaign

Bergenbier, one of Romania’s leading beer brands, partnered with Blindspot to launch a high-impact digital out-of-home (DOOH) advertising campaign in collaboration with Carrefour. This campaign serves as an excellent example of how DOOH ads can effectively engage target audiences in real life contexts, combining outdoor advertising innovation with strategic retail placement.

The campaign used digital screens placed in Carrefour hypermarkets, positioned strategically near beverage aisles and football viewing zones to trigger impulse purchases among sports fans.

Smart Targeting: Reaching Football Fans Where They Shop

The campaign focused on a specific individual segment: male shoppers aged 25-45 who are budget-conscious and have interests in beer, sports, and seasonal promotions. This intrinsic case study highlights how targeting relevant demographics with tailored content can drive measurable results. Bergenbier’s key objectives included:

• Driving participation in an in-store promotional sweepstakes
• Enhancing brand visibility during football-related events
• Achieving both immediate sales uplift and longer-term brand preference

These research questions guided the campaign’s design, illustrating how exploratory and descriptive case studies can inform advertising strategy by identifying effective methods to engage consumers in daily lives.

Tackling DOOH Campaign Challenges in Real Time

The campaign faced several challenges typical of DOOH advertising:

• Encouraging shoppers to act quickly and join the promotion during the football season required precise timing and compelling messaging.
• Coordinating DOOH scheduling with Carrefour’s retail calendar and media plans to ensure seamless integration.
• Maximizing visibility in high-traffic store locations to reach target audiences effectively.

Addressing these challenges required a multi-faceted approach, combining theory and practice from case study research and digital advertising.

Inside the Strategy: How Bergenbier Activated DOOH Across Carrefour Stores

Blindspot deployed dynamic digital signage across multiple Carrefour locations, focusing on high-intent zones such as beverage aisles, checkout lanes, and football display areas. The DOOH campaign incorporated time-sensitive content, including promotional countdowns and live game triggers, creating urgency and contextual relevance. This method reflects the case study approach’s emphasis on context and process, showing how content adapts in real time to audience behavior and environmental factors.

Campaign Results: 66% Sales Lift and Lasting Brand Impact

The results of this DOOH campaign were significant and clearly demonstrated the power of integrating digital out-of-home media within retail environments:

• A 66% increase in sales during the campaign period compared to pre-campaign benchmarks.
• A 56% sustained sales uplift after the campaign ended, indicating a lasting impression on consumers.
• Control stores without DOOH exposure experienced a 22% sales decline during the same period, with only a 10% recovery afterward.

These findings provide strong evidence supporting the effectiveness of DOOH advertising in driving both immediate and sustained consumer engagement, reinforcing brand message retention and influencing purchase behavior.

Lessons for Brands: What Bergenbier’s DOOH Success Teaches Us

This case study highlights several best practices for brands and advertisers looking to leverage DOOH campaigns effectively:

• Real-time data integration: Utilizing live triggers related to events or environmental factors enhances ad relevance and consumer engagement.
• Strategic placement: Positioning digital screens in locations aligned with consumer behavior, such as near product aisles or event zones, maximizes impact.
• Coordinated timing: Synchronizing campaign messaging with retail calendars and consumer activity periods ensures optimal visibility and action.

These lessons underline the importance of combining qualitative research insights with technological capabilities to create compelling, context-aware advertising experiences.

The Takeaway: Turning Store Screens into Sales Drivers

Bergenbier’s DOOH activation showcases how retail-integrated digital out-of-home advertising can merge creative storytelling with measurable sales performance. By placing screens directly in the shopper journey, the brand achieved both immediate conversions and enduring preference: a model any FMCG brand can replicate with Blindspot.