BIG4 trials new out-of-home approach using first-party data

Holiday park operator works with oOh!Media on a large format outdoor pilot tapping customer insights, location and preferred day and time frequency

Big4 and oOh!media have partnered up on a first-of-its-kind pilot uniting the holiday park operator’s first-party data with a fresh way of harnessing out-of-home media.

The latest national outdoor campaign has been designed to promote the launch of Big4’s new website. But rather than purchased large format outdoor panels in the traditional way, Big4 GM of marketing and sales, Mo Bhargava, said he was looking to pinpoint its audience not only in terms of location, but also when they were most likely to be open to messaging from the holiday park operator.

In particular, BIG4’s own data showed most of its audience considered and acted on booking holidays on particular days and times. Monday was noted to be one of these prime days. First-party data also provided a good view of where audiences live and/or worked.

“Our customers enjoy taking drive holidays and through oOh!’s assets we were able to reach audiences where they were most likely to be, increasing the frequency and reach of our advertising to align to when audiences were most likely to be in the consideration and booking mindset, as informed by our online visitation data,” Bhargava explained.

To do this, oOh! worked with the brand on media scheduling providing flexible buying models including preferred day and times. The trial is running from mid-September to early December.

The large format BIG4 campaignCredit: BIG4
The large format BIG4 campaign


“We worked with BIG4’s first-party data to develop a media plan that capitalised on the finding customers typically think about and book holidays on some days more than others,”oOh!’s chief customer officer, David Scribner, said.

“We then upweighted advertising on those days to reach a greater proportion of the target audience more accurately than other media outlets could achieve. This large-format outdoor campaign maximises audience engagement for Big4, while also minimising less targeted ad spending by focusing on consumers when they were most receptive to BIG4’s messaging.”

Over the last two weeks, Bhargava cited very positive lifts in direct traffic its site, giving confidence in the strategy. The campaign is part of an overhaul he's instituting across BIG4's entire go-to strategy, underpinned by first-party data across all owned and paid communications across online and even offline channels as demonstrated in OOH.

"Our proposition appeals to people who are enrolled in a certain lifestyle and sub-culture, our owned data set is in fact one of the most robust sources available to reach our target audiences effectively," Bhargava told CMO.

Both parties said the pilot showed the further targeting potential of the digital large-format outdoor format.

“We applaud the team at Ooh! for the spirit of collaboration and trialling new ways to go to market,” Bhargava said. “BIG4 has traditional been in and out of traditional media in short bursts, but our customer journey data, coupled with visitation frequency, offer fertile grounds for us to try creating more prolonged and sustained levels of presence in market.

“Ooh!’s desire to support data-driven media solutions has made trialling our hypothesis possible.”

Earlier this month,  oOh! debuted a new data-driven media planning tool including 2 trillion data sets.

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