AFFINITY CREATES AUSTRALIA’S FIRST EVER HYPER-TARGETED OOH CAMPAIGN

Date 18th August 2016

Olympians may be setting world records and winning gold in Rio 2016 but on this side of the globe, AFFINITY has produced a world first of its own. Partnering with oOh! Media, we developed a hyper-targeted out-of-home campaign for the ADMA Global Forum featuring personalised, localised and near real-time messaging.

For those not exactly in the loop, the ADMA (Association for Data-Driven Marketing & Advertising) Global Forum is an Australian conference featuring the industry’s brightest minds – but a new audience was needed to build upon last year’s success.

The challenge was to find that audience at the right price, so we harnessed ADMA’s biggest strength: data.

CHALLENGE ACCEPTED

First, we identified our Top 500 prospects using first-party data, longitude/latitude coordinates and even the curvature of the earth to pinpoint oOh! sites inside a 50-metre radius.

Combining company addresses with Ooh! retail, office and café locations, we cross-referenced data from 100 of Australia’s biggest advertising spenders, targeting potential conference delegates across New South Wales, Victoria and Queensland.

ADMA ticket sales were then fed into our locational engine in near real time, personalising every screen with dynamic messaging – ‘Your competitors are buying tickets right now’ – to show prospective attendees where tickets had already been purchased. To heighten anticipation and play on the ubiquitous ‘FOMO’ complex, the screens also featured a clock countdown in the lead up to the two-day conference.

THE BRIGHTEST MINDS

But don’t take our word for it – because making our clients happy is the result that really counts.

“Outdoor is experiencing its own renaissance by working closely with partners like AFFINITY who share our passion for data, technology and innovative ideas – now we can really begin to demonstrate how powerful out-of-home can be,” said Michaela Chan, Chief Marketing Officer at oOh! Media.

Being able to take one of the oldest ‘one-to-many’ mediums and personalise it – speaking with relevance to people in a particular location – now makes the future of digital outdoor an even more exciting prospect for advertisers, all over the globe.

And for us here at AFFINITY, it’s not very often one gets to redefine what’s possible with a particular medium, so we’re thrilled to be instrumental in this milestone achievement – one that involved collaboration from three teams and which has resulted in something that’s literally never been done before.