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

  • New York Festivals – AME 2020

    • Best Use of Discipline
    • Silver - Branding
    • AME – The World's Best Award for Advertising & Marketing Effectiveness
  • New York Festivals – AME 2020

    • Best Use of Discipline
    • Silver - Media Planning
    • AME – The World's Best Award for Advertising & Marketing Effectiveness
  • New York Festivals – AME 2020

    • Products and Services
    • Silver - Travel & Tourism
    • AME – The World's Best Award for Advertising & Marketing Effectiveness
  • New York Festivals – AMES 2020

    • Best Use of Discipline
    • Silver - Integrated (Multiple Mediums)
    • AME – The World's Best Award for Advertising & Marketing Effectiveness
  • ECHO Awards 2020

    • Best Customer Acquisition Campaign
    • Silver
    • The ANA International ECHO Awards have stood alone for 89 years in celebrating exceptional data-inspired strategy, creativity, and results
  • Webby Awards 2020

    • Official Honoree
    • Websites : Travel
    • Visit Central Coast
    • One of the world's biggest digital award shows
  • Australian Effie Awards 2020

    • Travel, Leisure and Media
    • Finalist
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • Australian Effie Awards 2020

    • Long Term Effects
    • Finalist
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • Australian Effie Awards 2020

    • Use of Data
    • Finalist
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • Australian Effie Awards 2020

    • Return on Investment
    • Finalist
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • WARC 100 2019

    • #1 Digital / Specialist Agency
    • Third Year Running
    • Australia
    • The WARC 100 is a benchmark for commercial creativity. Proving rankings of the year's best campaigns, agencies and brands.
  • Tangram Awards 2019

    • Data Storytelling
    • Silver
    • The Tangrams (formerly Asian Marketing Effectiveness and Strategy Awards) are Asia Pacific’s foremost awards honouring clients and their agencies for marketing strategies that deliver solid results to transform businesses and brands.
  • Tangram Awards 2019

    • Audience Segmentation
    • Silver
    • The Tangrams (formerly Asian Marketing Effectiveness and Strategy Awards) are Asia Pacific’s foremost awards honouring clients and their agencies for marketing strategies that deliver solid results to transform businesses and brands.
  • Tangram Awards 2019

    • Data Mining
    • Bronze
    • Asia Pacific’s foremost awards honouring clients and their agencies for marketing strategies that deliver solid results to transform businesses and brands.
  • Tangram Awards 2019

    • Customer Intelligence
    • Bronze
    • Asia Pacific’s foremost awards honouring clients and their agencies for marketing strategies that deliver solid results to transform businesses and brands.
  • Tangram Awards 2019

    • Entertainment, Lifestyle & Recreation
    • Bronze
    • Asia Pacific’s foremost awards honouring clients and their agencies for marketing strategies that deliver solid results to transform businesses and brands.
  • W3 Awards 2019

    • General Website - Government
    • Silver
    • Honouring creative excellence on the web and recognising the creative and marketing professionals behind award winning sites, videos and marketing programs.
  • W3 Awards 2019

    • General Website - Marketing
    • Silver
    • Honouring creative excellence on the web and recognising the creative and marketing professionals behind award winning sites, videos and marketing programs.
  • W3 Awards 2019

    • Online Video - Travel
    • Silver
    • Honouring creative excellence on the web and recognising the creative and marketing professionals behind award winning sites, videos and marketing programs.
  • W3 Awards 2019

    • Branded Entertainment - Video
    • Silver
    • Honouring creative excellence on the web and recognising the creative and marketing professionals behind award winning sites, videos and marketing programs.
  • Australian Effie Awards 2019

    • Travel, Leisure and Media
    • Bronze
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • Australian Effie Awards 2019

    • Return on Investment
    • Finalist
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • Australian Effie Awards 2019

    • Use of Data
    • Finalist
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • Australian Effie Awards 2019

    • Insight and Strategic Thinking
    • Finalist
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • Australian Effie Awards 2019

    • Most Original Thinking
    • Finalist
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness

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