How to reach young parents within a 500-meter radius around new establishments?
Les P'tits Boss is a premium micro-nursery network. When opening a new establishment (Paris 16, Montreuil, Asnières...), the challenge is simple: find 10 to 20 families in the immediate neighborhood. National media are useless. Flyers end up in the trash. A technological solution was needed to saturate the catchment area.
We deployed a Hyper-Local Phygital approach to become unavoidable in the daily lives of residents.
We programmatically activated digital screens located in neighborhood living spaces: Monoprix, Carrefour City, gyms. The message touches parents during their shopping, at the heart of their routine.
In parallel, we traced a virtual perimeter of 500 meters around the future nursery. Anyone matching the "Young Parents" profile entering this zone saw the ad on their favorite mobile apps (weather, news, games).
Contrary to popular belief, digital display is not reserved for multinationals. Thanks to programmatic buying, we were able to launch these tactical campaigns with very accessible budgets (a few thousand euros per opening), without minimum purchase.
"For a local structure like ours, Jour de Chance brought big group tools. Being able to display on the screens of the supermarket across the street and on the mobile of passers-by instantly credible our opening."
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