DigiCab, DooH it’s in-vehicle DOOH network, partners with Dr Pepper on the first TikTok Out of Phone campaign delivered across premium taxis and ride-hailing vehicles in Paris. Through Out of Phone, TikTok enables Dr Pepper to extend their social campaign into a premium physical environment, with no additional buying friction.
Out of Phone: TikTok brings Dr Pepper’s campaign to DigiCab screens
The TikTok Out of Phone program operates as a media extension model: TikTok directly offers its advertisers the ability to extend their campaigns onto selected physical screens, managing the entire buying and technology process, in partnership with Displayce.
For Dr Pepper, the benefit is twofold. First, message continuity: the brand extends its message from TikTok into a premium physical environment, ensuring creative continuity across touchpoints, in a captive and brand-safe environment, with no creative disruption. Second, audience extension: DigiCab screens reach an urban millennial audience on the move, complementary to the TikTok audience, at moments particularly conducive to engagement.
Afterwork contextualisation: the right moment for Dr Pepper
One of DigiCab’s key strengths for this campaign is its ability to contextualise delivery based on the moment of the journey. Over 30% of DigiCab journeys take place in afterwork, evening out and social contexts, consumption moments directly aligned with Dr Pepper’s brand universe and occasions.
This time-based contextualisation turns ad exposure into a moment of maximum relevance: the Dr Pepper message reaches its audience precisely when they are heading out for the evening, available and in a receptive mindset.
Attention measurement: a decisive metric for campaign performance
Beyond delivery, DigiCab brings Dr Pepper an unprecedented measurement capability within the DOOH landscape. Its technology provides insights into the attention paid to broadcast content. These insights enable Dr Pepper to evaluate campaign performance not just in terms of raw exposure, but in terms of genuine audience perception. A significant step forward in optimising investment and demonstrating campaign impact to marketing teams.
A fully managed programmatic activation via Displayce
The campaign is fully orchestrated programmatically via Displayce, DigiCab’s DSP partner, in partnership with TikTok and WPP Media. This setup enables Dr Pepper to manage delivery with precision: afterwork time slot selection, targeting of urban areas with high millennial density, real-time activation based on traffic data. Total operational flexibility, fully compatible with the digital buying mechanics media teams are already familiar with.
This campaign illustrates a 360° media approach orchestrated by WPP Media. Well beyond the DOOH activation itself, strategic work was conducted upstream to develop, alongside TikTok, the global thinking behind the campaign. WPP Media defined the activation strategy, the audiences to address, the most relevant consumption moments, and the articulation between the different levers to maximise campaign impact and give full meaning to this innovative approach.
To bring this deployment to life, the creative strategy by Marcel drives trial through the tagline “Prends le risque de l’adorer” (Take the risk of loving it). It is built on a strong visual concept: capturing the expression of a consumer in the instant just before their “first time” with Dr Pepper.
« With Dr Pepper, we are demonstrating in concrete terms what TikTok Out of Phone delivers to a brand: continuity between social and the physical world, a targeted audience reached at the right moment, and proof through measurement. That is exactly what advertisers are looking for today. »
Mikael Bes
Founder of DooH it
« Through Out of Phone, we enable brands to extend the creativity of their TikTok campaigns beyond the mobile screen and reach their audiences in premium everyday environments. We are delighted to support Dr Pepper in this first activation, which perfectly illustrates the potential of this format. »
Jade Walton
Director of Business Development, EMEA,
Global Media and Licensing Partnerships, TikTok
About DooH it and DigiCab
DooH it is Europe’s leading in-vehicle DOOH media owner and a subsidiary of Groupe La Poste. DigiCab is its digital in-vehicle media network, operating across premium taxi and ride-hailing fleets. Powered by a proprietary AI technology for attention measurement (92 seconds per contact, 6 facial analysis points), DigiCab offers advertisers a captive, brand-safe and measurable environment. An official TikTok Out of Phone partner in France, Belgium and Spain, DooH it distributes its inventory programmatically via Displayce.
About WPP Media
WPP Media is WPP’s media collective, uniting the best talent, technology and partners in the market. We harness the power of AI and our integrated platform (WPP Open/OMS) to transform the complexity of the media landscape into concrete, integrated and measurable solutions for our clients. For more information, visit wppmedia.com.
About TikTok
TikTok is the leading destination for short-form mobile video. Our mission is to inspire creativity and bring joy. TikTok’s global headquarters are in Los Angeles and Singapore, and its offices include New York, London, Dublin, Paris, Berlin, Dubai, Jakarta, Seoul and Tokyo.
Press contact
Mikael Bes
Founder of DooH it
mikael@doohit.fr
+33 (0)6 66 38 26 39
www.doohit.fr
