, Australia
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Mad Mex campaign lifts sales by 9%

The brand’s marketing campaign reached 2.9 million Australians.

Mad Mex’s new advertising campaign saw it reach 2.9 million Australians whilst lifting overall sales by 9%.

The Mexican fast-food chain tapped Vistar Media, a global provider of programmatic technology for digital out-of-home (DOOH), and data-driven marketing agency, Hearts  & Science for the campaign that utilised near real-time store data to optimise results for Mad Mex to help resolve the brand’s footfall challenges and drive sales by reaching consumers at the point of purchase.

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The campaign needed to activate with immediacy and ensure that strategies were optimised with sales data in as close to real-time as possible, supporting any stores in need of a sales boost. With Mad Mex only having <16% annual SOV within the Mexican category, and 0.7% vs direct QSR competitors, minimising media wastage was also critical.

During the campaign period, nearly 2.9 million Australians saw programmatic OOH (out-of-home) panels activated by daily sales performance. Mad Mex saw a 9% overall sales uplift in the stores where in-proximity programmatic OOH was activated with a transaction uplift of 7%. These increases have not been achieved using previous retail media activation strategies.

"Sales performance increases have been so well-received, that we are in the process of refining this partnership & strategy further. We’re working to increase the complexity of sales data used significantly, to not only factor overall store sales but product sales too, activating to not only increase store footfall, but product sales as well. We are very excited to see how this solution will evolve and how this use of tech delivers for Mad Mex in the future.” Nick Cook, General Manager of Marketing at Mad Mex said,

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