The Ardentes festival-goers are the stars of Zalando's DOOH campaign

"What to wear at a festival?", "5 trends for festivals" – being stylish at a festival has become a must, and Zalando has fully embraced this with its "Look for Looks" campaign at Les Ardentes festival in Liège.

The concept? A unique fashion hunt: Festival-goers had to find outfits created by four young artists on the festival site for a chance to win them. But that's not all! Zalando asked professional photographers to spot and capture the most stylish looks at the festival. The photos of the lucky ones were then integrated into the DOOH campaign, and displayed on digital screens in Liège, Belgium.

By focusing on authenticity and user-generated content, this DOOH campaign strongly resonated with Gen Z

By using dynamic and "user-generated" content, Zalando added an essential touch of authenticity to appeal to Gen Z. This content, adaptable in real-time, transforms every digital screen into an interactive experience, making the message more relevant and instantly capturing attention. In addition to showcasing its streetwear collection, the e-commerce company built a direct connection with young people by integrating them directly into its DOOH campaign.

In the end, it all comes down to timing and relevance. The study "The Moments of Truth"^* reveals that impactful DOOH content, seen at the right moment, increases brain activity by 32%, thus enhancing brand awareness and performance. Zalando proved it: capturing attention with the right message at the right time engraves the brand in people's minds.

This campaign was created in collaboration with Zalando, Mortierbrigade, dentsu, and JCDecaux, and was visible from 9 July to 16 July 2024 on JCDecaux's digital screens in Liège.

^{*Source: The moments of truth – JCDecaux, Clear Channel & Posterscope study – UK March 2020}