Mon, 10 Jan 2022 11:38:44 GMT
december19 were tasked to grow short term sales of Project Screen’s travel tests, in the key window when government travel rules changed in winter 2021.
The target market for the campaign is Affluent in-market travellers looking to fly once US and EU travel rules changed.
The sales opportunity was immediate, and the competitor set was highly competitive, but there were clear patterns of test buying behaviour that december19 could isolate and target to maximise the relevance of its media.
december19 focussed its media into short term DRTV, this allowed the team to get on TV immediately, circumventing AB deadlines. DRTV also allowed december19 to maximise its AV presence with the limited budget. DRTV generated short term sales, and also helped build awareness of the Project Screen brand through the fame generated from being active on TV.
december19 cherry picked programming, to resonate with the ABC1 audience. The team also tailored activity to times of day and days of week where it saw the most response from its TV attribution tool, to further maximise the impact of the campaign.
december19 also layered in BVOD to reach lighter TV viewers; to minimise wastage it used interest targeting to only reach in-market travel intenders.
And december19 were able to fully deliver the campaign in a period of unprecedented TV demand.
The campaign launched on DRTV and BVOD.
The outcome of the campaign saw 36% increase in online sessions, 37% increase in sales and 20% increase in prompted brand awareness.view more - Creativedecember19, Mon, 10 Jan 2022 11:38:44 GMT