-
In-Store Opel Frontera Activation - the Physical Car in MediaMarkt Stores in the Netherlands
The physical retail environment is undergoing a transformation. What was once the end point of the shopper journey has now evolved into a measurable and full-funnel media channel. While retail media networks are often the domain of FMCG brands advertising in supermarkets, we are now seeing a rise in innovative, cross-market formats: non-endemic collaborations.
The campaign for the new Opel Frontera, a collaboration between Opel (Automotive) and MediaMarkt (Tech/Retail), is a textbook example of this movement. Opel prominently placed a car, point of sale materials - and supporting digital screens - in more than 50 MediaMarkt tech and electronics stores. This bold experiment, initiated by Publicis Media and monitored by MeMo² a Kantar company, delivered additional cross-media reach and significant results for Opel's brand and long-term goals.
Synergy and Results: The Power of the Integrated Media Mix
The Opel Frontera campaign, measured using Kantar's LIFT+ methodology, showed that the combined use of total video (TV/OLV) and MediaMarkt Retail Media led to a very strong uplift on both short-term (+▲33%) and long-term (+▲18%) brand KPIs. This above-average effectiveness result confirms the crucial role of retail touchpoints within the media mix.
MediaMarkt Retail Media's most significant contribution was found in the long-term Brand Equity KPIs. The activation largely generated impact on Salience (noticeability) and Meaningfulness, which is remarkable for a product-focused campaign. The in-store Opel Frontera activation (the physical car in 25 locations, and digital screens with the Opel Frontera video in 50 locations) was the most impactful driver of Salience, thanks to its unexpected and visually appealing presence in the store.
- Crossmedia Effect including MediaMarkt Retail Media Effect (NL35-65 Mid/High Income - Control Count & Exposed Count N=575 (Kantar LIFT+ powered by THX.)
Attention and Creativity as Drivers of Success
Creative quality alone is typically responsible for an average of 50% of the effect* in campaigns. This underscores the importance of attention and proper execution. The Opel campaign's in-store activation demonstrated this immediately.
High Attention: The Opel Frontera placement generated primarily positive reactions. In addition to strong Total Video awareness, the research also described the in-store Opel activation as highly striking in MediaMarkt, scoring highly for "Stand Out" and "Likeability."
To further increase the impact on model awareness, larger banners and clearer product name display on the car will be used in subsequent collaborations.
- Crossmedia x Attention for Opel x MediaMarkt Retail Media (Kantar LINK AI as part of LIFT+ powered by THX.)
Insights on In-Store Retail Advertising
The Opel Frontera and MediaMarkt collaboration confirms Kantar's key insights CMOs need to know about in-store retail media.
https://www.adweek.com/commerce/5-things-brands-should-know-about-in-store-retail-ads/
- Physical stores are reaching new target groups. Retail media is essential for reaching the unreachable. The MediaMarkt Retail Media channels proved to be more selective for younger audiences and higher income groups, while the total video campaign reached an older and more average audience. Nearly a third of the MediaMarkt Retail Media reach was unique (29%), underscoring the ability to expand the cross-media reach of campaigns.
- Digitalization strengthens in-store effectiveness. In-store digital formats offer new opportunities for creative, contextually relevant content and deliver high performance. The in-store digital screens within MediaMarkt are proving striking and effectively directing visitors to the new model of Opel.
- Experiential is the multiplier. The most sensory and experiential formats deliver the highest effectiveness. Opel's physical car activation at MediaMarkt, a textbook example of an experiential format, scored highly on Salient (+▲12%) and thus contributed to brand building. Automotive brands and showroom owners know this lesson, and Opel is now demonstrating in practice that they can expand their effective marketing with other retail locations.
- in-store campaigns contribute to sales and brand equity. Retail media is a full-funnel brand builder, not just a sales driver. The MediaMarkt activation has proven to be a key driver for Opel's Brand Equity (Salient and Meaningful, Different) for the Opel Frontera. The campaign for the Frontera immediately delivered an above-average increase in long-term KPIs (+▲18%), something that not a lot of product-focused campaigns do.
- Crossmedia Reach including MediaMarkt Retail Media Reach (NL18+ / Control N: 11,891. Exposed N: 6,689 (Kantar REACH powered by THX.)
New partnerships to truly get to know the customer
The non-endemic collaboration between Opel and MediaMarkt, in which a car is promoted in an electronics store as part of a "Back 2 School" campaign, breaks through many traditional marketing strategies. It demonstrates that the digitization of the physical store transforms the retail media channel into a dynamic, full-funnel media investment and proves the importance of the physical store. The creative playing field where you, as a brand and CMO, truly connect with your future customer.
Reactions from stakeholders:
"Following the success of the Opel Frontera, we are once again opting for an activation at MediaMarkt. During the Black Friday campaign, the Opel Rocks is prominently displayed in stores, with a very competitive monthly rate that makes the transition to electric driving attractive to a wide audience. The combination of physical presence and digital support ensures maximum impact and strengthens model awareness among a new, buying-oriented audience." - Pleuntje Smulders, Marketing Manager, Opel Netherlands
“Besides the strength of Retail Media in the total media mix, especially for non-endemics, the research provided us with even more insights. Such as the strong contribution of our email and the confirmation of the young target group, 18-24 years old.” - Deli Bom, Head of Retail Media, MediaMarkt Benelux
“At Publicis, we believe in the Power of One: bringing together brands, people, and disciplines to achieve maximum impact. This collaboration is no coincidence: both brands share a similar customer profile, creating synergy. By cleverly integrating insights, media, and production, a campaign has been orchestrated that not only inspires but also delivers: a dream for marketers, with proven short- and long-term effects.” - Sjoerd Wijtzes, Strategist at Publicis
“This research proves that Retail Media Advertising can enhance marketing effectiveness throughout the entire consumer journey. Non-endemic collaborations create a "A positive 'stop effect' that significantly increases the channel's Attention score" - Coen Kempen, Global Head of Strategy at Kantar