Why is this work relevant for Creative Strategy?

The campaign delivered a market-first solution to track commuters exposed to Star Wars: The Rise of Skywalker campaign at bus shelters, and later retargeted specific audiences via programmatic mobile ads and ultimately, measured if these audiences attributed as footfall to the identified cinemas. 1. Use of Intelligence to deliver a highly targeted and measurable campaign. 2. Delivering a frictionless consumer journey from offline-to-online with use of tech and mobile to integrate with their larger digital strategies. 3. Creative optimisation to increase the performance of its mobile targeting.

Background

Advertisers are looking to build a deeper and more meaningful engagement with their target audience that will lead consumers towards the path to purchase. And more than just contextual advertising that is known for increasing brand engagement, perceptions and intent, advertisers are seeking to close the gap between offline (OOH) and online, and how the two can integrate to ultimately measure out-of-home attribution to store visits. Brief To justify and capture the OOH spend by delivering beyond the standard awareness building and more importantly, demonstrate impact and measurability in the results. Objectives 1. Demonstrate the use of intelligence from OOH, provide ROI data, from optimisation to attribution. 2. Deliver a frictionless consumer journey from OOH-to-online with use of tech and mobile IDs to integrate with their larger digital strategies. The CTR target was set at 0.20%. 3. To optimise mobile ads through effective use of insights and creative assets.

The Interpretation of the Challenge (30% of vote)

The client has been one of our partners pioneering on digital solutions and have come on board several first-in-market and innovation concepts from augmented reality; to real-time motion sensors; a fully integrated campaign on social media and OOH; and first-in-market data-driven concept where live data of showtimes and availability were fed to digital panels in close proximity to cinemas. Challenged with a media budget that was smaller in size due to increasing demand for advertisers to show cost-efficiencies and accountability for OOH buys, the campaign took on a location-intelligence-driven solution, identifying commuters who have seen an OOH bus shelter poster advertisement and retargeting them again on their mobile devices. The solution aided in driving top-of-mind recall with second exposure on their mobile devices while the single location intelligence-based formed the basis of our performance measurement.

The Insight / Breakthrough Thinking (30% of vote)

1. Use of Intelligence to deliver a highly targeted and measurable campaign. 2. Delivering a frictionless consumer journey from offline-to-online with use of tech and mobile to integrate with their larger digital strategies. - The campaign was run across 160 specially curated bus shelter locations that were in proximity to 34 cinema operations and where the studio’s target audience would be out and about. - Measured mobile devices reached in OOH and retargeted on mobile that provided the one-to-one ad experience and achieved further exposure in an online environment, ultimately, increasing impact to consideration. With 1,000,000 impressions they were served to specific audience segments with an affinity to the segment and categories ‘Movies’, ‘Science-fiction’ and ‘Popular Culture’, aligned to brand's mobile strategy. - Measuring the impact and delivering the footfall to the 34 geo-fenced major cinemas. - The creatives were optimised with 5 programmatic time-based call to actions.

The Creative Idea (20% of vote)

The OOH campaign was used to drive early awareness and means of collecting insights during the period from 6 December till the launch of the movie on 19 December 2019. In this one week, mobile devices were tracked to provide a large enough pool of database to facilitate the mobile retargeting campaign that ran till 25 December 2019. After which the attribution was measured till 9 January 2020. The creatives used were optimised with 5 programmatic time-based call to actions that identified the following to achieve maximum performance: - 5 different sized ads - High contrast visuals with bold copy - Clear and prominent call to action in several variations that included a countdown, ‘In cinemas December 19’, ‘Buy your tickets now’, ‘3 more days, buy now’, ‘2 more days, buy now’, ‘In cinemas now, click to buy’.

The Outcome / Results (20% of vote)

(Results are private and confidential) The campaign achieved a total reach of 9,974,196 mobile devices across 160 OOH bus shelter locations from 06 to 25 December 2019, at a frequency of 10.89. Of these devices exposed to an OOH bus shelter ad, 52,543 exposed visits to the list of cinemas took place over the period 19 December 2019 to 09 January 2020, contributing to 41% of all visits including organic visits. This means about 41% of all visits can be attributed to an exposure to an OOH bus shelter ad. On a mobile targeting scale, with 1 million impressions booked the campaign reached 390,460 unique mobile devices who were also exposed to an OOH bus shelter ad, and who qualified as the target audience, achieving a frequency of 2.77. It achieved a total of 1,082,362 impressions and contributed to 3,419 visits to the cinemas.