LIBRE L’Eau Nue x DigiCab: confirmed presence, measured attention, proven drive-to-store.
When embedded AI targets, captivates and converts, in a single ride
For the launch of LIBRE L’Eau Nue, YSL Beauté had to reach an audience as valuable as it was elusive: urban women 25+, upper socio-professional, over-solicited and predominantly digital. The business stake was not just to make noise, but to drive a real in-store visit at Sephora and prove it.
The strategic idea was to turn the taxi cabin into a brand showcase: an exclusive face-to-face where DigiCab could target, captivate, then offer the sample. DigiCab detected the passenger’s profile and only broadcast to women 25+ upper-SP who selected French, or made no choice, at start-up. In the enclosed premium cabin, each creative was seen on average three times in full attention, equivalent to 90 seconds per ride. The driver then handed over the LIBRE L’Eau Nue sample in person.
The setup included 747 DigiCab screens across Paris, Lyon, Marseille and Nice, 5,000 samples handed in person, 15 days of broadcast and a €35K media budget.
Key results:
– 100% confirmed presence, with zero phantom impressions.
– Three views in full attention on average, equivalent to 90 seconds per contact.
– +8.9% drive-to-store uplift versus the control group.
– 94% recall; 87% purchase intent, including 46% firm intent.
– 2.1 million reach impressions and 1.6 million logs facing the audience, with +4.3% over-delivery.
– Approximately 14,200 Sephora visits by exposed audiences.
– Approximately €30 per incremental visit.
The SingleSpot methodology compared 246,000 exposed individuals with a control group of 354,000. 5.77% of the exposed group visited Sephora, compared with 5.30% of the non-exposed group, producing +8.9% traffic uplift and approximately 1,160 incremental visits directly attributable to the campaign.
“This Drive-to-Store activation combined targeting of unrivalled precision thanks to AI, an ultra-immersive premium experience, and a level of attention rarely reached by other media. The perfect formula for optimal recall and a positive brand perception. Sampling considerably strengthened purchase intent, generating excellent lifts on in-store traffic. DigiCab made it possible to reconcile visibility, experience and performance.” — Natalia Gomez Ayalde, Media Manager, YSL Beauté, L’Oréal Luxe.
