Austrian Airlines & Perion: Taking Off with Weather-Activated DOOH

Objective

This campaign aimed to significantly boost Austrian Airlines’ brand awareness and consideration in a competitive market. The goal was to go beyond visibility, strengthening how people see the brand and sparking more interest in potential travelers. This meant strategic moves to set Austrian Airlines apart, showcase its unique offerings, and communicate its value to a diverse audience.

Solutions

In partnership with WPP Media, Perion delivered a data-driven DOOH campaign Weather-triggered creatives, such as “Swap the grey for blue”, were automatically adapted based on real-time conditions, activating on gloomy days to encourage spontaneous travel interest.

Ads were strategically placed in high-traffic locations like underground stations and universities in Vienna, and timed to reach audiences when they were most likely to engage. Custom audience segments and precise targeting helped ensure strong audience concentration.

Campaign performance was measured through a Brand Lift Study to assess impact across key brand metrics, with results benchmarked against the travel sector to gauge effectiveness in context.

Results

A Brand Lift Study was conducted with Happydemics to measure the campaign’s impact. It compared responses from two groups: those exposed to the DOOH campaign and a control group. Key brand metrics—such as ad recall, interest, brand image, consideration, and attribution—were analysed, with results benchmarked against other campaigns in the travel sector to assess performance in context.

• 69% ad recall rate – 43 points above the tourism benchmark, placing the campaign in the top 5% of all DOOH studies in the category
• 79% increase in interest – ranking in the top 5% of all Happydemics benchmarks, indicating strong emotional and creative resonance.
• 183% uplift in brand image – outperforming the industry average and landing in the top 20% of comparable campaigns.
• 58% increase in consideration – 5 points above the benchmark, positioning the campaign in the top 30% of studies.

Testimonial

The data-driven DOOH campaign was a resounding success, as proven by our Brand Lift Study. It achieved an outstanding ad recall of 69%, far exceeding expectations and placing the campaign in the top 5% of comparable studies. Simultaneously, the advertisement generated exceptionally high interest (75%), underscoring the relevance and appeal of our message.

The actual value of this DOOH initiative lies in its ability to positively influence brand image and significantly increase consideration for Austrian Airlines. This campaign demonstrated that DOOH is a highly effective medium for generating attention, sustainably shaping brand perception, and deepening customer loyalty.

Aline Kowarik (Team Lead) & Verena Praml (Senior Account Manager), WPP Media Solutions Austria