Kinesso · Mercado Libre · Argentina
Buenos Aires Trap anticipated with its pDOOH campaign on Taggify
Mercado Libre presented the successful urban music festival held in Buenos Aires on December 7th and 8th.
Partners
The campaign took advantage of the functionalities of Taggify's DSP platform to anticipate the show in extensive coverage with digital billboards and totems in the Province and the City of Buenos Aires.
THE CHALLENGE
The festival had to be presented to the general public, targeting the youngest, who consolidated trap in the Argentine music scene. Mercado Libre partnered with the agency Kinesso to achieve this goal and relied on the following tools from Taggify's programmatic platform.
THE SOLUTION
- Audience Targeting: Thanks to data collection on Taggify's platform, the brand could segment its audience according to demographic variables, so the ad was displayed on the best screens. Therefore, the campaign reached a young audience, generating more accurate impacts.
- Coverage and Time Ranges: Mercado Libre selected digital screens in high-traffic locations. It also used the functionality of time ranges to select the range of days of purchase. In this way, the campaign purchased more efficiently according to the movements of the public, optimizing the budget.
- Creativity on movement: The brand used creativities in motion to present one of the most relevant and attractive figures, Duki, who performed on the 7th along with Nicki Nicole, Neo Pistea, Bhavi and C.R.O. In addition, on the 8th, Bizarrap, Eladio Carrion, Cazzu, Khea and Milo J. The campaign reaffirmed trap as one of the most transcendent and mobilizing genres of music today.
The campaign was a success, achieving 4,677,985 impacts. This was reflected in the festival where more than 100,000 people attended, not only from Argentina but also from other countries such as Uruguay, Chile, Peru, Paraguay, Ecuador, Mexico, Puerto Rico, and even Spain.
