Farmacity Festival 2025: The Strategic Role of DOOH in a 360° Campaign
Farmacity combined mass media with Digital Out of Home to amplify its festival.
The Farmacity Festival is more than just an event; it’s a comprehensive experience that brings together health, wellness, sustainability, and innovation. For its 2025 edition, the brand embraced a holistic strategy that combined various mass media channels, including TV, radio, social media, and especially Digital Out of Home (DOOH) advertising.
Known for transforming the traditional pharmacy concept in Argentina, Farmacity understands that its communication with users must be constant, dynamic, and close. For the April 6th festival, the brand designed a cross-media strategy with DOOH playing a central role.
Why DOOH in an integrated campaign?
Choosing Digital Out of Home was no coincidence. In high-impact campaigns like Farmacity Festival, a balanced media mix is essential to reach diverse audiences effectively. While TV and radio ensure broad coverage, DOOH adds relevance, interaction, precise targeting, and proximity.
The festival gained a strong presence on strategic screens that reinforced communication at the right time and place, complementing the actions taken across other media. This DOOH integration allowed the brand to:
-
Reinforce key messages around wellness and sustainability.
-
Target audiences based on specific interests and behaviors.
-
Amplify brand presence in key areas, increasing recall.
Innovation and sustainability amplified through DOOH
Farmacity leveraged Beeyond’s power not only to boost visibility but also to align its messaging with the festival’s core values: innovation and sustainability. Digital formats, besides being visually engaging, offer an eco-friendly alternative to traditional media—further supporting the campaign’s message.
The 2025 edition of Farmacity Festival clearly demonstrated the power of DOOH in a 360° marketing mix. The strategic combination of platforms made it possible to reach diverse audiences effectively, proving how this medium can generate real impact and foster deeper connections with the target audience.
