How Bergenbier Drove 66% Sales Lift with a Football-Themed DOOH Campaign
Bergenbier, one of Romania’s leading beer brands, partnered with Blindspot to run a high-visibility DOOH (digital out-of-home) campaign in collaboration with Carrefour. The objective: increase in-store sales and brand awarenesss during a national football-themed promotion.
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.
Audience & Objectives
The campaign targeted budget-conscious male shoppers aged 25-45 interested in beer, sports and seasonal promotions. Bergenbier aimed to:
- Encourage participation in its in-store promotion
- Reinforce brand visibility around football events
- Increase short-term sales and long-term brand preference
Challenges
- Promotional engagement: Convincing casual shoppers to join the sweepstakes within a short campaign window.
- Campaign coordination: Aligning DOOH scheduling with ongoing retail and media initiatives.
- Visibility in high-traffic areas: Ensuring maximum reach in Carrefour’s key footfall corridors.
Strategy & Execution
Blindspot deployed dynamic DOOH screens across Carrefour hypermarkets nationwide. Each screen was placed in high-intent purchase zones near beverage isles, checkout lanes and football displays.
This creative mix included time-based triggers and promotional countdowns designed to amplify urgency and relevance during live football games.
Key Takeaways
- +66% sales increase during the DOOH campaign, compared to pre-campaign benchmarks.
- +56% post-campaign uplift — a lasting sales boost even after the ads stopped running, showing strengthened brand recall.
- Control group decline: Stores without DOOH exposure saw a 22% drop in sales during the same period, with only a 10% recovery afterward.
These results demonstrate the power of contextual DOOH in driving in-store sales through attention, timing, and proximity.
Bergenbier’s campaign proves the impact of combining contextual DOOH with promotional incentives. Screen placement ensured high visibility, while sweepstakes added urgency.
Conclusion
Bergenbier’s DOOH activation showcases how retail-integrated digital out-of-home advertising can merge creative storytelling with measurable sales performance. By placing contextual screens directly in the shopper journey, the brand achieved both immediate conversions and enduring preference: a model any FMCG brand can replicate with Blindspot.
