Success stories
Hit at the time of late afternoon
The Background
The challenge was to make tonic water an evening drink in its own right as well as part of the most popular cocktail in Malaga at that time. The aim was to connect with the audience at the right time and in the right place: the busiest outdoor bars at their peak times.
Strategy
By using Glocally’s proprietary 
tool, our Malaga-based team and all their local knowledge, we pinpointed the areas with the highest concentration of our audience —workers aged 25 to 55—, as well as their main points of interest.
We identified the top outdoor bars at that time, we cross-referenced data on those where we were selling our tonic water and devised a plan across 3 different media using time and weather-based criteria with dynamic designs.
Strategy
By using Glocally’s proprietary tool, our Malaga-based team and all their local knowledge, we pinpointed the areas with the highest concentration of our audience —workers aged 25 to 55—, as well as their main points of interest.
We identified the top outdoor bars at that time, we cross-referenced data on those where we were selling our tonic water and devised a plan across 3 different media using time and weather-based criteria with dynamic designs.
Tactics
We analysed the best asset in the area using LastMile® Media Precision. We complemented this plan with geocontextual mobile software and outdoor advertising at times and in areas with a high concentration of the target audience.
(D)OOH
Advertising panels/boards and bus shelters.
Digital
Geolocalised mobile display, social media and online audio.
AAEE
Street Marketing & Influencers.
The designs were adapted to suit the times and places with weather criteria taken into account.
Tactics
We analysed the best asset in the area using LastMile® Media Precision. We complemented this plan with geocontextual mobile software and outdoor advertising at times and in areas with a high concentration of the target audience.
(D)OOH
Advertising panels/boards and bus shelters.
Digital
Geolocalised mobile display, social media and online audio.
AAEE
Street Marketing & Influencers.
The designs were adapted to suit the times and places with weather criteria taken into account.
Results
25
%
growth in the market share
in the Malaga area
50
%
bars in the outdoor bar area
ranked tonic water as their main option
for customers and they would even recommend it.
Results
25
%
growth in the market share
in the Malaga area
50
%
bars in the outdoor bar area
ranked tonic water as their main option
for customers and they would even recommend it.
Results
25
%
growth
in the market share
in the
Malaga area.
50
%
bars in the
outdoor bar area
ranked tonic water as their main option for customers and they would even recommend it.
Rejuvenate the brand, reach young people
The Background
Our client had lost a large market share among young people due the increase in competition. Our challenge: to rejuvenate the brand and drive traffic to its stores.
Strategy
We mapped all the high schools and universities in the 10 main cities in Spain and analysed the movements of young people from Monday to Friday.
At the same time, we used both our own and our competitors’ criteria to analyse the establishments so we could adapt our designs to suit and use geoconquesting.
Tactics
With the help of our tool which uses a range of data sources such as Popular Times, we successfully defined the best times for our audience to visit the strategic places we were targeting (competitor establishments). This meant we were able to use geofencing around music events and entertainment areas to impact our target audience.
We activated 3 digital media and used influencers and radio.
Digital
Digital
Geolocalised mobile display, social media and online audio.
Influencers
Influencers
One influencer per city with 50-100 thousand followers with a foodie theme.
Radio
Radio
Local radio variations during peak hours with extended digital audio coverage.
Results
37
%
increase in brand awareness
among 15-to 25-year-olds.
7
%
growth
in traffic to our restaurants.
Results
37
%
an increase in
brand awareness
among 15-to 25-year-olds.
7
%
growth
in traffic to our restaurants.
Results
37
%
increase in brand awareness
among
15-to 25-year-olds.
7
%
growth
in traffic to our restaurants.
Drive-To-Store with Geo Events
The Background
Our client had released a new line of products containing cartoon images aimed at people born between the end of the 70s and start of the 80s. The question was how to find this audience and impact them effectively.
Strategy
Nostalgia was a powerful ally for us. The first thing we did was to locate the target audience using our Geo Events module on at music and entertainment events related to that period. Concerts such as Love The 90s helped us to contextualise our audience and pinpoint the best times and areas of impact.
Tactics
“Vintage” designs and a direct campaign appealing to our nostalgia.
Plus, we activated 2 (D)OOH media, radio and digital.
(D)OOH
(D)OOH
Advertising panels/boards and bus shelters with images of the cartoons from the product line on sale.
Digital
Digital
We launched dynamic creations with different designs to look for those that performed best.
Results
15
%
increase in store visits
among our target audience.
28
%
growth in
Instagram and Twitter followers.
Results
15
%
increase in store visits
among our target audience.
28
%
growth in
Instagram and Twitter followers.
Results
15
%
increase in store visits
among our target audience.
28
%
growth in
Instagram and Twitter
followers.
Annual Out-Of-Home Advertising
The Background
A major supermarket brand had been using out-of-home advertising for years as one of the main vehicles to drive traffic to its stores. So what was the problem? Managing over 200 supermarkets with local characteristics and not having a vision of the value of all of their out-of-home assets in specific KPIs.
Strategy
We designed a solution that covered two major areas: a platform for managing and measuring assets and national purchase centralisation using SDK and Telco data measurement.
We created a “Customer Area” for our client where they can access all their assets and analyse them using SDK and Telco data.
Plus, we centralised negotiations with exclusive companies without losing any local contacts using our 9 offices located throughout Spain and their coordination with the central purchasing department which manages over 500 different locations.
Results
5
%
average reduction
in the purchase of out-of-home assets.
12
%
increase in
coverage
Results
5
%
average reduction
in the purchase of out-of-home assets.
12
%
increase in
coverage
5
%
average reduction
in the purchase of
out-of-home assets.
12
%
increase in coverage
ranked tonic water as their main option for customers and they would even recommend it.
