INSIGHT

Jabugo is a designation of origin protected by the European Parliament and the Council of the European Union. It is a ham well known for its texture, aroma and unique flavour.

It is produced in the Sierra de Aracena y Picos de Aroche natural park in unique microclimatic conditions, from 100% Iberian breed pigs reared in the wild in the dehesa, and fed exclusively on acorns and natural pasture.

Jabugo wanted to launch a campaign in order to improve its awareness in Spain.

IDEA

Newcom Horizons planned a Programmatic Campaign based on two channels:

-        Display: we’ll be using the power of the audiences available in the Programmatic Marketplace to impact those users most interested in the product.

-        DOOH: selecting those screens and cities where we can find the Jabugo audiences. We selected Outdoor screens in the city centers, screens in Gyms and screens in parkings.

We also select regions and cities where we can optimize the investment and where we can impact the audience, according to a previous analysis: Madrid, Andalucia, Barcelona and Basque Country.

IMPACT

In the Display campaign we reached more than 2 million users and got an average of 0.24% CTR, 38% above the Benchmark.

With the outdoor campaign, we were able to launch 7 million impressions, in 403 different locations and 561 screens across the selected cities.