How does situational DOOH targeting work in practice?

Lorenz Saltletts - Take a Break!

61 Mio.

(D)OOH contacts nationwide

+23%

sales increase for the PausenCracker

+7%

aided brand awareness

Agencies

Mediaplus

Client

Lorenz Snacks

Year

2024

Location

Germany, Munich

Industry

Food & Beverages

Services

Media Strategy & Innovation, Media Planning & Buying, Advertising Technologies, Social Media & Influencer Marketing

Overview

Lorenz Snacks faces increasing competitive pressure in the snack market from private labels and a changed (consumer) behavior among the target audience. For the Saltletts PausenCracker, the answer beyond price is: relevant communication that genuinely occupies pause moments.

Mediaplus developed a 360° campaign with situational DOOH targeting, a guerrilla action in Berlin ("Pause to Go"), and sales-strong POS impulses. Messages were played out contextually precisely in stress moments, park benches and cushions extended the organic reach with authentic pause moments in urban space.

The result: 61 million (D)OOH contacts, +23% sales increase, and +7% increase in aided brand awareness.

Challenge

How do you occupy relevant pause moments?

The snack market is fiercely competitive: private labels are pushing into the market with lower prices and putting established brands under pressure. The only sustainable answer is differentiation: through quality, relevance, and communication that actually triggers something.

The target audience of the Snack-Lover is just as diverse as it is demanding:

Gen Z, between studies, side jobs, and first steps into independence, sees snacks as an indispensable everyday companion.
Millennials and Gen X are juggling careers and family and know: pauses are worth their weight in gold.

Both segments are connected by a societal phenomenon that shapes everyday life: Hyper Fatigue. Stress, crises, and professional pressure have made collective exhaustion the new normal.

And therein lies the opportunity. The Saltletts PausenCracker should not be communicated as just another snack, but as a symbol for conscious relaxation. And right in the middle of everyday life. The task was: to anchor the brand as a go-to snack for pause moments in the minds of the target audience. And precisely when small time-outs are needed.

Solution

Smart pause. Precisely placed.

Mediaplus has consistently translated the key idea into a media strategy: bringing the PausenCracker to exactly where life pulses and the target audience needs a break. Three precisely coordinated building blocks formed the core of the 360° campaign:

Situational DOOH targeting: Messages were played out contextually precisely in stress moments. At universities, train stations, underground stations, offices, roadside billboards, and during the rush hour, the PausenCracker reaches people at the right time and place, humorously and individually.
Guerrilla brand building: In Berlin, Saltletts transformed public space into genuine relaxation islands: 400 branded park benches and cushions invited people to take a break. Passersby took the cushions with them and spread the brand message far beyond the action. Content creators strengthened the organic reach with authentic pause moments on social media and invited passersby to the pause talk.
POS impulses: Mediaplus rounded off the media mix with sales-strong large-format spaces in retail proximity as well as digital screens directly at the POS (Point of Sale). A clear call-to-action set the final purchase impulse immediately before the decision.

Result: The campaign increased sales of the Saltletts PausenCracker by 23% and sustainably anchored the brand as a companion for pause moments in everyday life.

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"The snack market is fiercely competitive. It was clear to us that we wanted to differentiate our Saltletts PausenCracker not through price, but through maximum relevance in people's everyday lives. Mediaplus has translated this insight into a pinpoint media strategy. A sales increase of 23 percent proves impressively that humorous, contextual messages trigger exactly the purchase impulses at the right time that we had intended."

Andrea Spielmann
CMO | Director Marketing, Member of the Management Board
Lorenz Snacks

KEY TAKEAWAYS

Situational DOOH targeting increases relevant reach

Guerrilla action extrends the brand message sustainably

Relevant touchpoints along the customer journey drive measurable sales

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About Mediaplus

Mediaplus is one of the largest independent media agencies in Europe and part of the House of Communication - an integrated communications network headquartered in Munich. Founded in 1983, the agency group now employs approximately 2,300 specialists across more than 20 international locations in Germany, Austria, Switzerland, and markets in Asia and North America. Its service portfolio includes Media Strategy & Innovation, Media Planning & Buying, Data & AI, Performance Marketing, Advertising Technologies, and Commerce & Retail Media. With the group-wide AI framework House of AI, Mediaplus combines proprietary data models with in-depth market expertise to achieve measurable brand growth for clients. Mediaplus has repeatedly been listed as a leading independent media agency in the WARC Media 100 ranking and the RECMA Quality Ranking, and in 2026 was named Media Agency of the Year for the fifth time at the German Media Awards.

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Matthias Reißl

Mediaplus

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FAQs

Situational DOOH targeting controls advertising messages on digital out-of-home surfaces contextually precisely. Factors such as location, time of day, traffic volume, or typical stress moments determine which creative is shown when. In the Saltletts case, the PausenCracker reached people precisely where pauses are particularly needed: at universities, in train stations, during the rush hour, in office environments. This contextually precise placement increases the relevance of the message, because it doesn't feel generic, but like a direct response to the moment. Mediaplus combines DOOH inventory with data signals and a dramatically appropriate creative for this purpose.

Guerrilla actions create brand experiences that go beyond classic advertising surfaces. Instead of a message that people passively perceive, an experienceable moment is created that remains associated with the brand. With "Pause to Go," 400 branded park benches and cushions transformed public space into relaxation islands. Passersby took the cushions with them, carried the message into their everyday lives, and ensured organic reach far beyond the action. In combination with DOOH and POS, a media mix is created that simultaneously addresses attention, memory, and point of sale.

Mediaplus develops media strategies for FMCG brands that connect awareness, brand management, and sales along the entire customer journey. In the Saltletts case, this meant: a key idea that was consistently developed further in every channel. Situational DOOH addressed stress moments, guerrilla created an experienceable brand in urban space, POS measures secured the point of sale. What matters is the interplay of insights, media strategy, innovative media, and creative media in one setup. Mediaplus orchestrates these disciplines so that investments can be measured against business goals.

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Lorenz Saltletts - Take a Break!

61 Mio.