Pick n Pay
Challenge
Pick n Pay aimed to drive in-store traffic to its Brackenfell Hypermarket while promoting a high-value "win-a-car" competition. A key objective was not only to increase footfall, but to accurately measure the impact of DOOH on store visits.
Solution
A proximity-based DOOH campaign was deployed across Tractor's Roadside Digital and BP forecourt networks, with sites strategically selected within close range of the Brackenfell store. The creative featured the incentive-led message "Stand a chance to win a Fortuner worth R653,000", with a clear call-to-action driving consumers in-store. The campaign ran for one week across 22 high-impact locations in Cape Town, delivering over 2 million impressions.
Impact
Using advanced measurement tools, exposed audiences were tracked against a control group to determine footfall uplift. Deeper analysis revealed a broader halo effect, footfall increased across multiple Pick n Pay stores within the campaign's catchment area. The campaign ultimately achieved a 1.6x footfall uplift, outperforming the global benchmark of 1.15x–1.4x.
