Liu Jo unifies its European presence with a DOOH strategy

The iconic Italian fashion brand Liu Jo has reinforced its presence in Europe through a multi-country Digital Out-of-Home campaign activated by the Italian media agency Outsight through Displayce, technological platform specialized in external communication.

Activated from Italy to other European markets, The campaign was launched in Spain and Germany from a single Displayce account, ensuring a unified strategy and allowing local adjustments for each market. The DOOH campaign, focused on the main Spanish and German urban centers, generated more than 19 million impressions and strong brand resonance, increasing consideration by more than 25 points. This visibility also translated into concrete results in drive-to-store, especially in Madrid, where the campaign generated 1.361 store visits.

With a consolidated network of 280 own stores, more than 5.000 multi-brand points of sale and presence in 45 countries, Liu Jo's main goal was reinforce brand awareness y generate store visits throughout Europe. The strategy was designed flexibly to adapt to the habits and characteristics of each local market.. Liu Jo used DOOH to reach consumers on their daily commute, maintaining a consistent message in all activated cities. This dynamic approach allowed us to maximize visibility in the main metropolitan hubs and promote specific activations., like the pop-up store in Madrid, to drive traffic to points of sale.

Custom DOOH activations

In Germany, the campaign focused on Berlin, Munich and Stuttgart, three of the main cities in the country where Liu Jo has stores. The objective was to ensure continuous visibility throughout the day in high traffic areas: main streets, mobility axes and strategic retail areas.

In Madrid, The campaign was deployed in May and October. The strategy combining extensive urban coverage with a reinforced presence in the main commercial areas. The May activation had a double objective: drive engagement in the pop-up and, in parallel, encourage visits to Liu Jo's permanent store. The October campaign maintained the drive-to-store focus, placing special emphasis on increasing traffic to the store on Calle de Serrano.Madrid – JCDecaux

The campaign generated significant results. In Germany it produced more than 11 million impressions and a brand lift study carried out on more than 150 people showed an increase in 23 points in brand consideration. In Spain, May activation (5 million impressions) generated an increase in 25 points in consideration, while the October campaign (3 million impressions) recorded an increase of 22 points. Finally, thanks to enfoque drive-to-store, october activation gender 1.361 store visits, an average of 59 per day.

Massimiliano del Grosso, founder of Insight, states that “thanks to our collaboration with Displayce, we were able to create a versatile and complete DOOH strategy. In particular, We tested some of the new features of the platform, like Pulse (event activation), brand uplift and footfall solutions, to make the planning process more efficient. This, combined with different purchasing approaches, made the media project especially interesting”.

Thanks to the Displayce average purchasing platform, this Multi-country orchestration could be managed from a single account, with a common strategy and adjustments adapted to each market. Displayce offers an expanded European inventory with more than 254.000 digital screens in 24 countries, Harmonized data to identify high potential areas and simplified currency management. This centralized approach guarantees time savings, operational reliability and brand consistency across all activated territories, while maintaining local relevance.