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Case Studyon
July Luggage
How do you turn the heads of busy business professionals?
Founded in Melbourne in 2019, July’s mission is to create thoughtfully designed products that upgrade the travel experience. With strong growth goals, July set out to drive brand awareness, aspiration and brand salience for their premium luggage, by engaging high-value travellers and professionals.
The goal? Prove Airport and Office OOH influences affluent professionals – not only with awareness, but through consideration and purchase in highly-targeted environments. Prove OOH can go beyond awareness to influence consideration and drive sales through oOh!’s unique end-to-end network.
Campaign timing:
4 weeks
Category:
High-value travellers & professionals
Active markets:
NSW, VIC, & QLD
Media:
Airport & Office, 100% share with oOh!
An end-to-end OOH strategy designed to elevate
July and oOh! teamed up to deliver an end-to-end OOH campaign designed to influence business professionals at key moments across their workday.
From airport departures to airport arrivals: greeting passengers with additional frequency and impressions at their destination airport in carefully-selected moments, and locations of dwell, and of impact.
All the way to their destination, at the office: providing additional reinforcement of message to the same professional audience
“Working with oOh! has been transformative for July. Their Airport and Office campaign not only lifted our brand awareness by 159% and favourability by 89%, but also inspired over 8 in 10 people who saw it to take action. This partnership has elevated our brand presence and delivered tangible, high-value results.”
BAthan Didaskalou, July Founder
July achieved powerful sales outcomes
July’s primary objective was to drive brand awareness, aspiration, and brand salience for their premium luggage by engaging high-value travellers and professionals.
The results for this four week campaign are incredible, especially because this is an occasional purchase – a suitcase is not purchased on impulse.
Further, 8 in 10 people who saw the campaign took action, demonstrating the campaign’s influence on real behaviour. Over 80% of consumers either searched online for July luggage, made a mental note, talked to family or friends about the brand, visited a store, or purchased a July product.
Additionally, the oOh! outcomes study showed:
- 89% more favourability for July after seeing the ad
- Those exposed were twice as likely to recommend the brand
- An awareness uplift of 159%
