The campaign was outdoor led. It was run through classic billboard networks such as Clear Channel and Mediatransports. Nothing could be more relevant for Outdoor.

The photo printing market in France has become highly competitive these last years, with many online brands like Photoweb, Freeprints, MyFujifilm, Photobox, Pixum, Smartphotos, Mon AlbumPhoto or even retailer brands like Auchan or Leclerc that now offer such a service.

Most of the brands have no specific advertising territory. They all convey the same kind of functional message: it’s easy-to-use, it’s affordable (and incidentally, around Christmas: it can be a nice gift).

Cheerz is a French brand created in 2011. With a single field of activity: online photo printing. In 2018, the European leader, Cewe, bought them and started to nurture wider ambitions for the brand.

After a few years of in-house campaigns, they chose an agency in 2023 to help them raise brand awareness and change its perception.

So far, Cheerz had been a very functional brand. Their main message could be summarized in “Easy printing”. They wanted to give the brand an extra touch of soul.

In outdoor, they wanted to focus on major cities in France (like Paris, Bordeaux, Marseille or Lyon).

Measurement post-tests showed a significant raise in brand awareness and preference.

They were made by YouGov on a panel of 4,000 people with 3 sub groups of different ages. The brand was compared to 18 competitors.

Cheerz ranked N°1 in each sub-group.