Page 56 - AdNews magazine Mar-Apr-May 2023

BEST USE OF DATA IN CAMPAIGN PLANNING WINNER
LESS THAN $500,000 -
SPONSORED BY AUDIENCE360
Foundation Australia won Best Use of Data in Campaign Planning, sponsored by Captify, for ‘Easing Hayfever Suffering through Innovative Use of Data and Predictive Models’ for Sanofi Consumer Healthcare.
Finalists: PHD Australia (‘Real Time Routes’ for Virgin Australia), OMD (‘Macca's Monopoly - Game On!’ for McDonald's) and Involved Media (‘Using Data to Make O-O-O- O’Brien Famous for Electrical & Plumbing’ for O'Brien).
Judges said: “Really smart approach to solving a problem and overcoming a small budget issue. They focused on one key data point - pollen count - and focused their budget around that moment. Media execution was clever to serve around those triggers, but also to maximise 1+ reach to poten- tial customers, and to diminish competitors spend by targeting exposed audiences.”
Foundation Australia: “The allergy category in Australia is highly competitive, however Telfast set themselves a lofty goal to win the allergy season in 2021. Winning the allergy season is defined at delivering #1 market share gain against your competi- tors during the in-season period (September – December).
“There is a big swing between when people are not experiencing symptoms, are therefore not in market and do not care about anti- histamines, to when allergy suffer- ers are in need, are experiencing symptoms and need relief in that moment as soon as possible.”
Foundation Australia was tasked to ensure that was kept Telfast top of mind for consumers, even when they weren’t experienc- ing symptoms, while also finding a way to target allergy sufferers at the right time and right place.
“First, we analysed all data sets that currently exist and are avail- able around allergy triggers. In Australia, the official pollen count- ing season is from September to
December and that data is only available in real time.
“This has meant that attempts to use this data to activate against advertising campaigns has been impossible. Additionally, there are only very few official pollen count- ing stations nationally – leading to the lack of targeting granularity within key markets.
“We overcame this challenge by building a trigger that lever- aged location, weather, wind and topography data signals to predic- tively model when pollen counts would be high and when allergy sufferers would most likely be experiencing symptoms.”
With this pollen data now pow- ering the custom trigger, it was con- nected to an API within Foundation Australia’s DSP (DV360). This ena- bled them to activate high-impact
Foundation Australia
digital display activity to go live seven hours ahead of time based on the forecast pollen levels, while also overcoming the challenge of latency between activation of a campaign in their DSP and the activity deliv- ering at scale when pollen counts were high.
PHD Australia, for Virgin Australia, used live first-, second- and third-party data sources to intercept potential flyers with
the most motivating available fare - out of the 300+ live flights at any one time, curated to their location, destination intent and
audience profile. Virgin was able to capture those at the critical point of consideration, resulting
in increased flight searches and bookings via Virgin Australia’s site.
“Virgin Australia’s most ambitious data driven digital campaign to date.”
PHD Australia
Winning the allergy season
BEST USE OF DATA IN CAMPAIGN PLANNING