ADMA oOH!media

ADMA

Problem 

Each year, the Association for Data-Driven Marketing & Advertising, better known as ADMA, holds their Global Forum conference – featuring the industry’s brightest minds from around the world.

Consequently, the annual strategy to entice new delegates is a colossal challenge so our task was to entice a fresh audience using one of advertising’s oldest ‘one-to-many’ mediums, out-of-home (OOH).

To do this, we had to harness our biggest strength: data.

Our influence

Partnering with oOh!media, we developed a hyper-targeted OOH initiative for ADMA’s Global Forum featuring personalised, localised and near real-time messaging – a world-first for OOH media.

To begin with, we identified 4800 individuals from 500 companies using first-party data, overlaying longitude/latitude coordinates – and even the curvature of the earth – to pinpoint the closest cafes and elevator screens (inside a 50-metre radius). Next, we cross-referenced company addresses and data from 100 of Australia’s biggest ad spenders, honing in on potential delegates across NSW, VIC and QLD.

We then fed ADMA ticket sales into our locational engine in near real time, personalising every screen with dynamic messaging showing prospective attendees where tickets had already been purchased.  To heighten ‘FOMO’, the screens also featured a clock countdown in the lead-up to the two-day event.

Results

It’s not very often that an agency gets to redefine what’s possible for a particular medium, so we’re thrilled to be instrumental in this milestone achievement.

ADMA Global Forum tickets sales saw a very healthy spike – and we were elated with the feedback and coverage the campaign received from industry press.

Thanks to the vision and investment of the oOh!media network, we delivered a truly unique idea for ADMA by pioneering personalized programmatic OOH – which is just a taste of things to come in the way data is set to transform the role of the OOH channel. 

As covered in

Recent Work

Recent Awards

  • WARC 100 2018

    • #1 Digital / Specialist Agency Second Year Running
    • Australia & Asia Pacific
    • The WARC 100 is a benchmark for commercial creativity. Proving rankings of the year's best campaigns, agencies and brands.
  • GLOBAL EFFIE INDEX 2018

    • AUSTRALIA'S MOST EFFECTIVE
    • Independent Agency
    • The Effie Index identifies and ranks the most effective agencies, marketers and brands. It is the most comprehensive global ranking of marketing effectiveness.
  • IPA Effectiveness Awards 2018

    • Presidents Prize
    • Most effective use of tech & data
    • The UK-based IPA is widely recognised as the most rigorous effectiveness awards in the world
  • IPA Effectiveness Awards 2018

    • Silver
    • The UK-based IPA is widely recognised as the most rigorous effectiveness awards in the world
  • APAC Effies 2017

    • Silver
    • Programmatic
    • Region’s most outstanding marketing communication works that have proven results in meeting strategic objectives
  • AMY Awards

    • Best Digitally Led Campaign
    • Winner
    • The Amy Awards are the most prestigious digital industry awards in Australia. Now in its 23rd year, the AMY's celebrate our industry and reward the best and most brilliant work – and people – from it.
  • APAC Effies 2017

    • Bronze
    • Healthcare
    • Region’s most outstanding marketing communication works that have proven results in meeting strategic objectives
  • APAC Effies 2017

    • Finalist
    • Seasonal Marketing
    • Region’s most outstanding marketing communication works that have proven results in meeting strategic objectives
  • APAC Effies 2017

    • Finalist
    • Small Budget
    • Region’s most outstanding marketing communication works that have proven results in meeting strategic objectives
  • Mumbrella Awards 2017

    • Media Campaign of the Year
    • Winner
    • The Mumbrella Awards celebrate the best, bravest and most innovative creative work across the Australian media and marketing industries.
  • Mumbrella Awards 2017

    • Full Service Agency of the Year
    • Finalist
    • The Mumbrella Awards celebrate the best, bravest and most innovative creative work across the Australian media and marketing industries.
  • Mumbrella Awards 2017

    • Independent Agency of the Year
    • Finalist
    • The Mumbrella Awards celebrate the best, bravest and most innovative creative work across the Australian media and marketing industries.
  • Mumbrella Awards 2017

    • Best Use of Real-Time Marketing
    • Finalist
    • The Mumbrella Awards celebrate the best, bravest and most innovative creative work across the Australian media and marketing industries.
  • Mumbrella Awards 2017

    • Mumbrella Award for Insight
    • Finalist
    • The Mumbrella Awards celebrate the best, bravest and most innovative creative work across the Australian media and marketing industries.
  • GLOBAL EFFIE INDEX 2017

    • Australia's Most Effective
    • Independent Agency
    • The Effie Index identifies and ranks the most effective agencies, marketers and brands. It is the most comprehensive global ranking of marketing effectiveness.
  • WARC 100 2017

    • #1 Digital / Specialist Agency
    • Australia & Asia Pacific
    • The WARC 100 is a benchmark for commercial creativity. Proving rankings of the year's best campaigns, agencies and brands.
  • AUSTRALIAN EFFIE AWARDS 2017

    • Gold
    • Best Use of Data
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • Australian Effie Awards 2017

    • Silver
    • Digitally Led Ideas
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • AUSTRALIAN EFFIE AWARDS 2017

    • Bronze
    • Health & Wellbeing
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • Australian Effie Awards 2017

    • Bronze
    • Small Budget
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • Australian Effie Awards 2017

    • Finalist
    • Insight & Strategic Thinking
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • Australian Effie Awards 2017

    • Finalist
    • Long Term Effects
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • AMI MARKETING EXCELLENCE 2017

    • CONSUMER RESEARCH INSIGHTS
    • Winner
    • The annual Australian Marketing Institute Awards for Marketing Excellence are presented to organisations and marketers who have achieved extraordinary success from innovative and effective marketing practices.
  • MFA AWARDS 2017

    • Best Use of Data
    • Gold
    • The most prestigious awards in the Australian media advertising industry
  • MFA Awards 2017

    • Best Short Term Demonstration of Results
    • Gold
    • The most prestigious awards in the Australian media advertising industry

Drop us a message

Get in touch and find out what we can do for you

Or call during business hours: 9am - 5.30pm, Mon - Fri

+61 2 8354 4400

Associations & Partnerships