The team was tasked with increasing the flow of visitors to EVOS restaurants from 7 to 10 AM by attracting an audience for breakfast.
Challenges:
- Campaign planning – until 2022, Uzbekistan lacked metrics for assessing outdoor advertising campaigns. Planning was based on subjective evaluations, which made objective analysis difficult and affected the understanding of placement effectiveness.
- High competition among operators – the market is saturated, with over a hundred screen owners and about thirty large operators. Launching a targeted campaign requires negotiations with each of them, which is time-consuming and resource-intensive.
- Lack of targeting options – previously, the minimum placement duration was a week or a month, without flexible settings. Modern marketing tasks require quick starts, creative changes, and time-based targeting, which has become possible thanks to new technological solutions.
- Lack of transparent statistics – without data on impressions, contacts, and audience, it is challenging to evaluate campaign effectiveness and make optimization decisions.
Solution with GEOMOTIVE
GEOMOTIVE integrated screens from various operators into a single system, allowing for maximum audience reach. Utilizing data from METER research, the team planned a targeted placement program, considering gender, age, and audience movement patterns.
The following capabilities were implemented:
- Flexible time targeting: showcasing breakfast creatives from 7 to 10 AM.
- Quick start and creative changes: ability to launch the campaign on the same day and promptly switch content.
- Transparent reporting: providing detailed reports on impressions, contacts with the target audience, and achieved metrics.
Thanks to GEOMOTIVE, an advertising campaign was planned and executed on the most effective LED screens for the target audience in Tashkent.
“To create a unique environment, which includes the digital outdoor advertising market in Uzbekistan, several components must emerge simultaneously. Firstly, rapid growth in LED screens (tenfold in just a few years), secondly, a growing advertising market, and thirdly, the ambitions of this market to urgently acquire knowledge and expertise in this new advertising tool. We were fortunate to be at this moment and address all needs with one product, and from there, build unconventional and interesting cases, like with the EVOS brand,” noted Valentin Yeltsov, product director at GEOMOTIVE.
Parameters of the advertising campaign "Breakfasts from 7 to 10 AM".
Results:
- Increased customer flow during morning hours: EVOS restaurant attendance during breakfast hours rose by 23%;
- Growth in orders through the mobile app: the number of morning orders via the app increased by 34%;
- Increased recognition of promotional offers: thanks to flexible switching of creatives after 10 AM.
“EVOS is a leader in the fast-food restaurant market. It was important for us that our partner not only fulfilled the task but also deeply understood our business goals. Flexible options and control over the execution allowed us to achieve high audience engagement metrics. GEOMOTIVE successfully met our request, and we highly appreciated the team's work,” shared Natalia Panova, marketing director of the EVOS chain.
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