YOPLAIT BRAND CHALLENGE

To position the brand as the best tasting everyday yoghurt, driving salesin an increasingly competitive market.

A WORLD OF UNMISSABLE SOLUTION

With a clear idea of the business problem at hand, LION and oOh! partnered acrossa targeting strategy powered by Quantium transactional data and designed to

identify and reach the right audience, at the right locations,to drive e�ciency and e�ectiveness.

The campaign ran across oOh!’s RETAIL network nationally.

RESULTS

IDENTIFYING THE RIGHT AUDIENCE

Yoplait’s strategy was to engage those already buying in the category, to promote thebrand and drive switching behavior.

Traditionally this would have involved targeting Main Grocery Buyers.

Through oOh! Powered by Quantium, Yoplait were able to identify those who have made apurchase in the Yoghurt category in the past 12mths, representing a more targeted

approach based on actual category behaviour.

Identifying actual Yoghurt buyers opened up the potential to reach an incremental 2.8M buyers who would not have been targeted using a traditional MGB target audience

To find out more, visit oohmedia.com.au/world-unmissable

Source: oOh! Powered by Quantium, All Yoghurt Buyers Q.Segment and MGB Audience Potentials, National, 2017

Yoghurt Buyers15.1M MGB’s

1.9M

19% (2.8M) of YoghurtBuyers are not MGB’s

11% (1.6M) of MGB’s are notwithin segment

ADDITIONAL OPPORTUNITY= 2.8M BUYERS

REDUCING WASTE & INCREASING BEHAVIOUR

oOh! Powered by Quantium matches the purchase behavior of 14million Australians tooOh! locations nationally, delivering targeted solutions to advertisers

optimized by audience segment.

Utilising this capability, the outcome for Yoplait was an optimized campaignthat put the brand in front of more consumers who were more likely to purchase yoghurt.

The oOh! Powered by Quantium campaign recommended a higher proportion of Regional andQLD locations to optimise reach and target Yoghurt buyers across locations

in proximity to supermarkets and beyond.