Get your tail wagging with priority
This x6 week dynamic DOOH campaign for O2 encourages customers to download the priority app and take advantage of their ‘priority offers’. For the first half of this campaign we optimised the campaign by focusing on 7 of these partnership offers, including Caffe Nero and Boots, to screens based on proximity, time of day and day of the week. We have made sure all partners have achieved an equal SOV throughout the campaign on screens that were most relevant to them.
For the second half of the campaign, we are furthering optimising the campaign using dynamic triggers such as good and bad weather, distance to store, time of day, and a countdown to listed gigs to make the copy more relevant.
For example, if it is raining on a Tuesday we will encourage people to find a Caffe Nero to dry off and have a coffee on O2. In addition, if it’s sunny on a Monday we will encourage people to enjoy a £1 Boots lunch in the sunshine.
THE DYNAMIC DIFFERENCE
We have created our most complex scheduling matrix to date, using pre-set rules to trigger linear ads at the most relevant time on multiple media owner networks across the UK.
With thanks to…
JCDecaux, Exterion, Clear Channel, MediaCo and Primesight