How it works?
Air Brussels advertising agency has pushed the message to Belgium people in a fast and impactful one day digital campaign. To do that, they have secured a huge share of the digital media across the country on the day. The media included over 120 screens in 20 railroad stations across Belgium and made sure that everyone passing by sees the campaign. Next, they live streamed the actual pears harvesting process through the ads.
Live stream technology is becoming very popular nowadays. So Delhaize’s Live Harvest campaign is a natural way for consumers to see what is happening behind the scenes in retail business. Obviously live stream is still staged to some level, but it is all about the transparency in comparison with the competition. We like the clever way Dehlaize addressed the issue.
On another hand, we are not sure if the costs of the implementation have resulted in real sales increase and value to the business. 10.5 million media impressions on the day may sound like a huge number. However, it doesn’t really mean that people reacted to the campaign in any other way apart from glancing at it while scrolling through or passing by. To sum up, the creative idea is great and the potential of it is huge, but we would like to see more results of it to be convinced that the investment has paid off.