CAROLINA HERRERA: LA BOMBA

The challenge was to engage young adults and influencers/prescribers in a high-value context, ensure media efficiency, and convert attention into trials and duty-free sales across three hubs, without collecting personal data. The campaign ran across 630 DigiCab in-car screens, geo-targeted exclusively to airport-bound rides to CDG, MAD and BCN. A 20-second film played in a captive environment throughout the ride, delivering on average 2.74 full views per exposed contact, equivalent to approximately 55 seconds of full attention. The DigiCab player auto-started when passengers faced the screen and served a contextualised loop based on geo/time and anonymous audience signals such as age, gender and eyewear. Drivers handed out La Bomba samples during the ride, creating a memorable discovery moment at peak attention before the hand-off to duty-free. Attention KPIs and a post-exposure survey were used without storing images or collecting personal data. Thanks to the AI embedded in DigiCab, the campaign was delivered to the socio-demographic audience pre-defined by the advertiser. Using six anonymous facial landmarks, the system estimated attention level and view frequency without storing images or personal data. Key results: – 697,755 OTS impressions. – 528,602 plays in front of the audience. – 2.74 full views per exposed contact, equivalent to approximately 55 seconds of full attention. – +15.6% attention versus the travel-retail benchmark. – +7.5% more interest than campaigns broadcast simultaneously. – The 18-25 group was the most attentive, at +10.9% versus the campaign average. – Female audiences recorded +13.5% more attention than male audiences. – 97% appreciation of the sample distributed onboard. – 89% store-visit intent, including 41% definite intent.