FRAMEN pushes Malfy Gin beyond competitors

The indoor DOOH campaign, planned by Havas Media Network Italy with a full-funnel retail media strategy, generates +37.7% sales and +40% interest for the brand. An Italian gin, a premium target, an unconventional strategy.

Milan/Berlin, May 29, 2025 – FRAMEN, the smart DOOH platform that transforms screens into engaging environments, developed a high-performance DOOH advertising campaign for Malfy Gin (the Made in Italy spirit from the Pernod Ricard group) achieving concrete results in terms of brand uplift and sales uplift. The campaign, planned by Havas Media Network Italy, was rolled out in December 2024 across Klepierre group malls and major premium coworking spaces in Italy, including TAG.

A full-funnel retail media strategy
The goal of the campaign: increase sales volumes and strengthen brand awareness, standing out within the premium spirits category.

“Working with FRAMEN allowed us to reach our consumers in environments that are highly relevant to our target and with strong decision-making potential. The quality of the distribution, combined with measurable returns, made this activation a virtuous case study of modern retail media.”
— Michela Cutrupi, Digital Consumer Engagement Manager Italy and Southeast Europe, Pernod Ricard

In December 2024, FRAMEN activated the campaign distribution by leveraging key moments when consumers were most receptive to purchase and engagement.

- In malls, large corridor digital displays ensured visual domination, particularly near supermarket entrances, to influence purchase decisions.
- In coworking spaces, the brand’s presence was integrated to reach a young, urban, lifestyle-driven audience.

A measurable approach, a visible impact
The campaign’s effectiveness was measured by Circana (sales lift) and Happydemics (brand lift), with analysis conducted before, during, and after the campaign within a 2–5 km radius of the sales points.

“With Malfy Gin, we proved that indoor DOOH can combine branding and performance in a synergistic way. Our goal was to operate with a full-funnel approach, reaching the right target at the right moment and turning attention into action. This campaign is a concrete example of how creativity, data, and context can generate tangible business results.”
— Antonella La Carpia, Country Lead – FRAMEN Italy

The results:

• +34.7% sales uplift for the featured product during the attribution period
• +23.7% sales uplift for the entire Malfy line
• +40.7% overall sales increase combining active and post-campaign periods
• +20% in brand image & consideration
• +40% in brand attribution and interest

According to the creative analysis by Circana, the campaign had a direct impact thanks to a combination of enticing calls to action, a clear value proposition, strong branding, and visual dominance of the product. This maximised presence in both identified contexts with high opportunity-to-see and longer dwell time.

“We were pleased to collaborate with Framen on the planning of a strategic campaign for Malfy Gin, combining high-profile indoor DOOH environments with the strategic use of first-party data and location intelligence technologies for truly relevant communication. A ‘Premium & Smart’ approach that showed how DOOH can evolve from a simple visibility tool to a strategic lever for brand growth. A virtuous model that generates value across the entire ecosystem, from the brand to the consumer.”
— Nami Hamidi, Head of Precision (Programmatic Advertising), Havas Media Network

With FRAMEN, DOOH retail media becomes a strategic lever for growth. The activation carried out for Malfy Gin demonstrates how the combination of premium content, data-driven precision, and highly relevant environments can transform physical touchpoints into measurable, effective, and memorable advertising experiences. FRAMEN is not just a platform; it’s an intelligent ecosystem that enhances every screen as a high-impact communication tool. From programmatic planning to real-time measurement, we offer brands and location partners a full-funnel, agile, and high-performing solution. Thanks to FRAMEN, you reach the right people at the right time, transforming public spaces into dynamic, engaging, and valuable digital media.

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