Maison El Nabil, a French fragrance house crafting accessible luxury perfumes, has achieved exceptional brand lift, including 46 per cent uplift in brand recall and 41 per cent uplift in purchase intent, through an AI-powered, real-time programmatic DOOH activation that ran for six days, strategically timed with the Beauty World Dubai event in Dubai, UAE.
The results followed an omnichannel activation by Hypermedia, W Group Holding and AiOO Tech’s real-time audience intelligence in partnership with Azerion, and its demand side platform (DSP), Hawk.
The activation was timed El Nabil’s major rebranding to ‘Maison El Nabil’ – coupled with the reveal of its ‘Luxury for Everyone’ positioning.
As such, the objectives of the campaign were to maximise brand awareness during this pivotal rebranding moment; recruit professional partners such as buyers, distributors and marketplaces; and engage luxury fragrance enthusiasts and generate qualified consumer leads. Key target audiences also included luxury fragrance enthusiasts seeking affordable elegance.
The programmatic omnichannel activation combined premium DOOH visibility across the Hypermedia network, precise mobile display retargeting, sequential exposure strategy ensuring audience touchpoints across both channels, and AI-powered luxury creative execution on the Azerion platform, with visuals generated by VISUAAL.
By harnessing AiOO’s real-time audience signals, from screen-level exposure to demographic and attention metrics, the campaign ensured that Maison El Nabil’s messaging reached the right audiences at peak-impact moments across Hypermedia’s network.
Combining DOOH’s premium visibility with mobile precision allowed the brand to capture attention in high-impact environments and reinforce messaging at the individual level and generate leads on Maison El Nabil website.
The results of the campaign speak for itself:
- 152 leads on site generated after mobile exposure among professionals such as distributors and direct prospects clients.
- Ad Recall: 46 per cent among exposed group (+5 points vs control).
- Brand Awareness: +8 points uplift, propelling El Nabil to the #2 spot among perfume brands in spontaneous awareness.
- Purchase Intent: +23 points uplift, reaching 41 per cent among memo-exposed audiences.
- Perception: 70 per cent of DOOH+Display exposed perceived the brand as “affordable luxury”.
- Targeting Precision: 58 per cent of memo-exposed respondents work in the beauty/fragrance sector.
- Omnichannel synergy: DOOH+Display combination systematically outperformed single-channel exposure across all key performance indicators (KPIs).
CREDITS:
Client: Maison El Nabil’
Media Planning & Activation: HAWK by Azerion (DSP)
DOOH Network: Hypermedia
Audience Intelligence: AiOO Tech
AI Creative Production: VISUAAL
