Molly’s Spirits

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Title

Advertiser:

Molly's Spirits

Year:

2019

Source:

OAAA

Product Category:

Food & Beverages

OOH Format:

Billboards, Bus Kongs and Fullbacks, Wrapped and Interior Light Rail Trains

Country:

USA

Objective:

The objective was to keep Molly’s top of mind for liquor purchases by targeting consumers with a multi-platform OOH campaign to increase store traffic.

How does a local liquor store address the challenge of increased competition?

Target Group:

Strategy and Media Used:

Molly’s key demographic is adults over 21 years of age who are cost-conscious and may want liquor delivered. The campaign was anchored by urban billboard locations within a five-mile radius
of the store, and they featured a directional message. A second layer of OOH deployed wrapped light rail trains to target people traveling into the city for sporting and concert events with exterior
and interior ads. The train routes cover the main interstate and the downtown area, and average trip length is 45 minutes each way. The third OOH element was bus king kings and fullbacks on
buses to target residential areas, along with park and rides to capture the commuters at home and on their way to work.

Budget: $10,000 and over

Results:

Delivery sales increased 20% and in-store sales increased sales 23% year-over-year, leading Molly’s to open a second store in 2019.