Diving into Data for Narellan Pools

Narellan Pools

Challenge 

Amongst a barrage of brands shouting for attention over the summertime pool buying rush, we challenged ourselves to shape an innovative summer campaign for Narellan Pools with a smarter method of spending across their 49 individual regional and metro centres. 

Solution

First up, we crafted an insightful digital and pre-roll campaign celebrating that first ‘dive in’ moment of owning your very own pool. But to be truly innovative, we dived deep into data – to ensure the right people were engaging with it at exactly the right moment.

Through our intense interrogation of first-party and third-party data we unearthed a targeting nirvana. We identified a set of specific factors that acted as the tipping-point to a sale – hacking our programmatic buying tools to turn them on, only when these specific conditions were met.

Our data-driven targeting allowed maximised exposure of our insightful campaign to exactly the right audience – and only at their tipping point of purchase consideration – delivering game-changing results.

Results

  • We REDUCED Narellan Pools’ media spend by over 30%

  • At the same time, we INCREASED sales by 23%

  • Creating a record-breaking incremental ROI of 54:1

  • Yes, that's a $54 return from every dollar spent!                     

Awards so far

Recent Work

Recent Awards

  • IPA Effectiveness Awards – 2020

    • Tim Broadbent Prize – Most Effective International Campaign
    • IPA Effectiveness Awards – the world’s most rigorous and prestigious effectiveness awards
  • IPA Effectiveness Awards – 2020

    • Silver
    • IPA Effectiveness Awards – the world’s most rigorous and prestigious effectiveness 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
    • Bronze
    • 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
    • Bronze
    • 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

GIVE US A CALL

Get in touch and find out what we can do for you
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+61 2 8354 4400

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