Azerion’s AI-Powered Programmatic DOOH campaign for luxury brand Maison El Nabil takes purchase intent to 41%
Dubai, UAE – December 11 – European digital advertising platform Azerion has unveiled the results of its high-performing programmatic omnichannel strategy for luxury fragrance brand Maison El Nabil; the campaign was executed through Azerion’s HAWK DSP in partnership with outdoor specialist Hypermedia and AiOO’s real-time audience intelligence infrastructure for out-of-home (OOH).
Timed to coincide with the brand’s rebrand to ‘Maison El Nabil’ and its ‘Luxury for Everyone’ positioning at October’s Beautyworld Dubai, the campaign demonstrated the impact of combining high-visibility premium digital OOH (DOOH) with precise mobile retargeting.
This strategic activation was Azerion’s first AI-powered creative execution in the luxury sector. AI-generated creatives provided by outdoor digital screen company VISUAAL were integrated with AiOO’s real-time anonymised audience signals – such as verified screen-level exposure, demographic indicators, and attention metrics – to ensure brand messaging appeared across the Hypermedia network when it would have most impact.
Combining advanced technology and targeted media delivery enabled Maison El Nabil to maximise visibility and engagement among critical B2B and B2C audiences.
The results demonstrate the campaign’s success in strengthening brand desirability and generating qualified leads. The post-campaign study, undertaken with Azerion’s proprietary measurement solution, revealed immediate and significant brand uplift:
- Purchase Intent: The campaign was commercially successful, with intent to purchase increasing 23 points to reach 41% among people who remembered the ads having been exposed to them. Overall intent to purchase reached 18%, but jumped to 30% among those exposed to DOOH alone.
- Brand Awareness: Awareness was up 8 points among audiences exposed to the ads and recalling them, taking it to 15%. This increase saw El Nabil pass established competitors to become the second most recognised perfume brand in spontaneous awareness testing.
- Omnichannel Synergy: The combination of DOOH integrated with display systematically outperformed single-channel exposure, proving that multiple touchpoints significantly amplify all key performance indicators (KPIs). Crucially, 70% of respondents exposed to both channels perceived the brand as ’Affordable Luxury’, reflecting the core rebranding message.
- Precision and Reach: The dual targeting strategy was highly effective, reaching international buyers and distributors (B2B) and luxury enthusiasts (B2C). The campaign’s geo-targeting delivered high precision, with 58% of respondents that recalled the ads having been exposed to them working within the beauty/fragrance sector.
“This activation enabled us to achieve multiple strategic objectives,” said the CEO of Maison El Nabil. “The campaign successfully raised awareness of our brand among the general public as well as industry professionals, while effectively recruiting distributors and influencers interested in promoting Maison El Nabil products. This omnichannel approach perfectly complemented our social media strategy by adding a powerful branding dimension, thanks to the exceptional reach and impact of DOOH media. The combination of traditional digital channels with premium out-of-home placements created a brand presence we simply couldn’t achieve through social alone.”
This finely-tuned programmatic campaign showcases Azerion’s leadership in delivering measurable, high-impact results for luxury brands by blending innovative AI creative and data-driven targeting across synergistic media channels
Access the complete case study and discover the full potential of omnichannel activation and our robust measurement methodology: https://marketing.azerion.com/el-nabil-case-study
About Azerion
Founded in 2014, Azerion (EURONEXT: AZRN) is one of Europe’s largest digital advertising and entertainment media platforms. Azerion brings global scaled audiences to advertisers in an easy and cost-effective way, delivered through their proprietary technology, in a safe, engaging, and high-quality environment, utilizing our strategic portfolio of owned and operated content with entertainment and other digital publishing partners.
Having its roots in Europe with its headquarters in Amsterdam, Azerion has commercial teams based in over 26 cities around the world to closely support our clients and partners to find and execute creative ways to really make an impact through advertising.
For more information visit: www.azerion.com
About Maison El Nabil
Maison El Nabil is a European perfumer that has repositioned itself as a “Luxury for Everyone” brand, offering accessible elegance to fragrance enthusiasts. The company specializes in creating distinctive scents that combine premium quality with approachable pricing, making luxury fragrances accessible to a broader audience.
About Hypermedia
As creators of impact, Hypermedia, a subsidiary of W Group Holding, empowers brands with intelligent DOOH and retail media experiences. Our extensive OOH network across the UAE integrates cutting-edge, technology-driven media with strategically positioned prime locations. Leveraging advanced real-time AI-powered pDOOH, we deliver tailored solutions that maximize engagement and effectiveness for advertisers.
About Visuaal
VISUAAL is a specialized digital and LED content agency that creates cutting-edge visual experiences for brands. The company leverages advanced technologies including AI-powered creative generation to deliver innovative advertising solutions while maintaining the highest creative standards.