There is no need to invest a lot of money into digital ads in that case, but more importantly make sure that the investment is in the right place and at the right time.
Last summer, Russia imposed a full embargo on beef, pork, cheese imports from the European Union in retaliation for sanctions over Ukraine. But Don Giulio found a perfect solution for his very specific situation to advertise his Italian delicatessen shop in the middle of Moscow.
How it works?
Due to some law restrictions regarding import of delicatessens from European Union to Russia, shops like Don Giulio Salumeria started suffering from the general perception that there is no way to buy quality products from EU in Russia. Don Giulio decided to make a Digital Out Of Home (DOOH) poster, which would help him advertise his store. The bit that caught everyone’s eye was the face recognition function added to the poster. It was detecting police officers approaching the advert and was changing the ad to sell Russian Dolls in Moscow.
Unfortunately we could not find any results of this campaign to prove that is worked. However the idea is great and perfectly matching the need of local customers. It allows Gon Giulio to advertise and also adds a bit of humour to the difficult pressure his business has been put under. With a little bit of imagination this became reality. Well done Don Giulio, hope your sales increased after this!