Digital OOH campaign will use geographic and external data to better target passing consumers
Mini Australia’s latest out-of-home campaign is tapping into a combination of geographic and contextual data sets in order to deliver more dynamically targeted content to consumers.
The latest campaign, which has been developed in partnership with Vizeum Melbourne and Posterscope, will run across digital out-of-home sites across the country and utilise specific data sets, such as location, traffic, time of day and weather conditions, to more contextually target creative to passing consumers. The mix of out-of-home sites has an emphasis on proximity to airports and stadiums.
The content being used is designed to showcase the vehicle’s new range of connected benefits such as in-car, real-time traffic updates, a concierge service and optional union jack brake lights. A spokesperson told CMO nine creatives are scheduled to run across 48 sites, varying according to a total of six triggers.The campaign is running from 1 July to 31 August.
Mini Australia national marketing manager, Alex McLean, said bringing creative concepts to a large digital format is a step change for its campaign efforts.
“Mini has historically enjoyed being a quirky brand, so it is excellent to be able to incorporate unique creative that really demonstrates the USP of these vehicles, ultimately influencing drivers at timely moments,” he said.
Posterscope business director, Lauren Farquharson, said research showed message recall is significantly higher when dynamic advertising is used, citing Liveposter’s The Dynamic Difference research as a case in point. According to those findings, dynamic creative can have lift average brand equity by 27 per cent, consideration by 32 per cent and advertising spontaneous awareness by 101 per cent, resulting in a 49 per cent increase in overall effectiveness.
“The launch of Mini’s connected model locally was a great opportunity to demonstrate the versatility of digital out-of-home, providing a platform for synergy across other digital media,” she said.
Vizeum group client director, Sophie Mylne, said triggering consideration is a key moment in the consumer journey for Mini.
“Given ROI is such a huge focus in market right now, it’s great to be able to make our digital OOH work that little bit harder for Mini,” she added.
On top of the out-of-home campaign, Mini's media mix also includes WeTransfer, interactive video on mobile; advertising via Virgin Inflight Entertainment, cinema collateral, display advertising with The Guardian and CarPortal activity.
Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu
Our latest CMO 2022 readiness episode on the great resignation and staff motivation and leadership is now live!
Creating meaningful brands should be a holistic and considered process. However, all too frequently it’s one that is disparate and reactive, where one objective is prioritized at the expense of all others. So, what are the key pieces to the ‘good’ brand puzzle?
Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.
Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.
Anyone can become a victim of the sophisticated schemes set up by these scam websites. It's not about being smart; I don't consider mysel...
Mathieu Lecompte
ACCC takes Meta to court over scam cryptocurrency advertising
Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne
Rajat Kumar
Why flipping Status Quo Bias is the key to B2B marketing success
good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.
Tom Devid
Report: 4 ways to generate customer loyalty
Great post, thanks for sharing such a informative content.
CodeWare Limited
APAC software company brings on first VP of growth
This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...
vikram Roy
Gartner 2022 Digital Experience Platforms reveals leading vendor players