The owner of an FMCG brand primarily aims to sell as many goods as possible in a short time.
The goal is clear and simple, seemingly. In this segment, with enormous competition, introducing several different brands quickly is quite a challenge for a marketer. There are many factors to consider: consumer behavior, identifying their needs, determining communication methods to appeal to their taste and consequently lead to purchase. It's not enough to show one selected feature of a product, because the competition will soon respond by introducing a brand that satisfies not one, but many consumer needs. Marketers therefore seek channels that give them many opportunities, that show product utility as fully as possible. An example of a brand that fully communicates product utility is Orbit. The brand observes people's behavior, records their activity patterns throughout the day, and uses this knowledge to show how Orbit can accompany them at any moment.

For this purpose, the potential of DOOH media was utilized. In the morning, when we most often drink coffee, the campaign airs spots
with the slogan "Coffee drunk, pop in an Orbit “. At lunchtime the message reads: "After every meal, Orbit on command”,
"Orbit after lunch won't leave your teeth in a crunch “. At the end of the day, we close the communication with a spot: "Pizza eaten, Orbit beats the leftovers”.

DOOH media work perfectly with the brand's goal. By airing spots at specific times of day, Orbit shows how many times during the day we might need to reach for chewing gum. Without additional costs, it communicates
with campaign recipients in a fun and precise way, using spots with different advertising slogans. By choosing campaign locations in places
with the highest traffic intensity, it increases the chance of acquiring new consumers.

Through such communication, it achieves its primary goal: it sells more.