Displayce Powers Ubisoft’s Multi-Country DOOH Campaign for Just Dance 2026
by on 13th Apr 2026 in News
During the holiday season, Ubisoft, in collaboration with media platform Displayce, agency Artefact, and SSP VIOOH, deployed a programmatic DOOH campaign across four countries (United Kingdom, France, Germany, Australia). The objective was to strengthen awareness of the game Just Dance 2026 and drive purchase intent at the point of sale. Activated in proximity to retail locations and locally adapted in each market, the campaign targeted families and parents as key purchase decision-makers.
Capturing attention close to the point of sale and target audience: The campaign was deployed in close proximity to retail stores selling the game, with a setup tailored to key local retailers in each market. In the UK, delivery focused on digital screens located near Argos and Smyths Toys stores.
Running across 179 premium screens, 86% of which were located in shopping malls, the campaign leveraged proximity-based targeting with activation zones ranging from 0.5 to 1 km around retail locations, ensuring the brand remained visible at key moments of the purchase journey.
Thanks to Adsquare’s audience data, which enables the anonymised identification of profiles present around screens by day and hour, the campaign was activated on the most relevant locations to reach families and parents. With a particular focus on families and women aged 18-44 with a strong affinity for entertainment, this approach helped prioritise environments and moments with the highest likelihood of exposure, while measuring performance against a “Leisure and Culture” benchmark tailored to each area.
Contextualised creatives to strengthen the link with retail: The campaign relied on tailored creative for each retailer, incorporating local retailer logos into the creatives to clearly link Just Dance 2026 with its in-store availability. This level of personalisation helped make the message more tangible and immediately actionable for consumers.
“Programmatic DOOH played a key role in our multi-country strategy for the launch of Just Dance 2026. By combining precise geotargeting around strategic retail areas, we were able to capture the attention of players and families directly within their purchase journey, from urban streets to shopping malls. The encouraging uplifts observed across our brand metrics demonstrate that a data-driven DOOH approach generates real impact on consideration for this type of title.” says Azzeddin Koleilat, manager display & programmatic at Artefact.
Results confirming the impact of DOOH in retail environments: In the UK, the campaign generated 2.6 million impressions and delivered a 33% ad recall rate (+7 points vs. benchmark), placing Just Dance 2026 in the top 20% of the most memorable campaigns in the market, according to Happydemics.
The campaign drove a +24-point uplift in consideration and achieved a 46% creative interest rate, demonstrating strong engagement and confirming the effectiveness of combining audience targeting with proximity-based activation to drive real purchase intent.
These results confirm the ability of programmatic DOOH to reach a broad audience while effectively targeting the most relevant profiles, by integrating directly into the consumer purchase journey. In retail environments, it acts as a final physical touchpoint, helping to turn media exposure into purchase intent and enhance the overall effectiveness of campaigns.
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