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Why Adform:
Sazka, one of the largest and oldest lottery companies in the Czech Republic, has consistently led the way with innovative and creative campaigns, and recognizes the importance of reaching diverse audiences across multiple channels. To achieve this, they chose to leverage our advanced omnichannel capabilities to deliver seamless and integrated marketing experiences.
Challenges:
According to Statista, ad spending for DOOH in the Czech Republic is expected to be $31.63 million by the end of 2024. This is set to grow at a compound annual rate of 9.18% from 2024 to 2029, reaching $49.06 million by 2029. The increasing popularity of DOOH as a channel for advertisers reflects its game-changing impact to generate awareness and reach. Sazka wanted to use this channel to create an innovative outdoor campaign that integrated well with its surrounding settings.
Solution:
Sazka, in collaboration with Adform’s regional DOOH partner, Vision Thing, created a standout digital out-of-home (DOOH) campaign by strategically placing an eye-catching ad on the wall of an apartment building above a bus station. What made this ad unique was its clever design—it mimicked the wall it was mounted on, featuring identical windows and matching the building’s colour perfectly, blending seamlessly into the urban landscape.
But the real magic happened when the ad dramatically "opened up" to reveal a fruit machine, as if it had burst straight out of the building itself, creating an unforgettable moment for onlookers.
Positioned in such a high-traffic area, the ad captured the attention of hundreds of people each day, significantly boosting its reach and impact.
Richard Němec
CEO, Vision Thing
“Our programmatic DOOH advertising network offers a wide range of locations that can be creatively utilized to communicate a company’s brand. We are proud that Sazka was the first client to implement mapping in DOOH on a digital billboard through programmatic buying, leveraging this innovative approach to engage their audience in a truly immersive way.”
Lucie Polášková
Senior RTB Specialista, SAZKA
“We're delighted with how this campaign turned out. It was a lot work for us and the creative agency (mainly with picking the right colours to match the environment), but the final creative came of pretty well, blending seamlessly into the urban landscape while grabbing attention in a fun, inventive way.
Thanks to the cooperation with Adform and Vision Thing we could try this new way of outdoor advertising. We’re looking forward to keep exploring fresh, innovative approaches in the future.”