Bennet Case Study
Tangoo partnered with BENNET, a leading Italian retail chain operating supermarkets and hypermarkets, to enhance local brand awareness and drive engagement through programmatic digital audio campaigns.
By leveraging hyper-targeted audio ads across multiple digital platforms, Tangoo helped BENNET reach audiences in proximity to their stores, increasing recognition of bi-weekly promotional flyers and boosting foot traffic across Northern Italy.
The challenge
BENNET aimed to strengthen local brand awareness and drive engagement with its promotional flyers among consumers in Lombardy and Piedmont.
The primary objective was to reach regional, provincial, and municipal audiences, increasing recognition in a competitive retail landscape and encouraging visits to stores.
Key requirements included:
-Targeting audiences within a 20 km radius of each store
-Promoting bi-weekly offers through audio messaging
-Engaging both loyal customers and competitors’ audiences
Measuring qualitative impact and user engagement beyond impressions
The overarching goal was to position programmatic digital audio as a strategic awareness and performance channel, connecting local consumers with relevant promotions at the right moments of the day.
HOW WE HELPED THEM
Tangoo implemented a multi-platform programmatic digital audio campaign, optimised for local reach, engagement, and store proximity.
Key actions included:
-Hyper-targeted Activation: Ads were delivered across music streaming, podcasts, web radios, and radio simulcasts, focusing on a 20 km radius around Bennet stores.
-Dynamic Audio Creatives: 30-second spots highlighted bi-weekly promotional flyers, with Dynamic Creative Optimisation (DCO) tailoring the call-to-action to reference the nearest Bennet store, reinforcing proximity and driving in-store consideration.
-Interactive Audio Experiences: The “Shake Me” interactive format encouraged users to shake their smartphones to access a landing page with the promotional flyer, bridging awareness and performance through an engaging, actionable experience.
-Multi-Moment Strategy: Ads were strategically scheduled according to habitual user behaviors: mornings (music streaming and commute-focused podcasts), evenings (recipe-focused podcasts during dinnertime) and weekends (radio simulcasts and streaming during leisure and sports activities)
-Cross-Device Consistency: Reach and frequency were carefully managed across devices, minimising over-delivery while maintaining consistent exposure.
-Programmatic Precision:Targeting leveraged socio-demographic data, interests, and in-market segments, ensuring relevance across multiple platforms and locations.
This approach enabled BENNET to reach the target audience at multiple touchpoints, delivering timely and contextually relevant messages while measuring engagement and recall directly within the audio environment.
results
Tangoo’s programmatic audio strategy delivered strong local awareness and engagement, proving the effectiveness of targeted digital audio for retail campaigns.
~96%
Long-Term Recall (LTR%)
~3,11%
Interaction Rate
Increased
Local Awareness
Stronger
Brand Recall
Higher
Store Consideration
The campaign achieved extensive reach and optimal frequency, driving engagement both with audio ads and the landing page, and reinforcing BENNET’s presence among local consumers.
Through dynamic, interactive creatives and a multi-moment, cross-device strategy, Tangoo successfully connected BENNET with its audience in the most contextually relevant moments, increasing store consideration and brand memorability.
Programmatic digital audio proved to be a powerful channel for local retail, combining awareness, precision targeting, and measurable engagement in a single campaign.