To support its next phase of national growth, Osmow’s, a leader in the Canadian quick-service restaurant (QSR) space, launched a high-impact programmatic digital out-of-home (pDOOH) campaign to reach its target audience at scale. Specializing in modern Middle Eastern and Mediterranean cuisine, the brand sought to strengthen its position as a category leader and drive measurable foot traffic to restaurant locations across the country.
Objective
The campaign aimed to increase brand awareness and category share for Osmow’s, leveraging three tailored executions to support its diverse product offering. A core objective was to drive in-restaurant visits across urban, suburban, and rural markets, while positioning the brand as a value leader during the competitive post-holiday period.
Strategy
Osmow’s partnered with Involved Media and Broadsign to launch a data-driven programmatic digital out-of-home (pDOOH) campaign, activating premium inventory across 4,912 screens. The campaign leveraged a diverse mix of placements, including large-format billboards, transit shelters, and campus screens, to deliver broad reach and sustained frequency.
Using the OutMoove DSP, the campaign employed programmatic triggers to engage consumers at high-intent moments throughout their daily routines. To maximize relevance and efficiency, ads were programmatically dayparted to peak during lunch (11 am–2 pm) and dinner (5 pm–7 pm) consideration windows. By utilizing proximity targeting near restaurant locations across Canada, the campaign ensured that tailored messaging reached audiences at the moment of choice.
Results
- Foot Traffic Lift: Achieved a 33.9% lift in visits across 30 restaurant locations compared to the non-exposed control group
- Sales Impact: Delivered a 5% contribution to total sales throughout the campaign period
“With over 240 locations, we are always looking for ways Osmow’s can stay top-of-mind while driving traffic to restaurants. Programmatic DOOH gave us the flexibility to do both at once. We were able to maintain a massive presence across the country, but with the additional layer of dayparting and proximity tools needed to reach the right people during the key lunch and dinner windows. It’s been a very effective way to bridge our digital strategy with the physical restaurant locations,” says Effie Ambida, Director Strategy & Planning at Involved Media.
