Page 57 - AdNews magazine Mar-Apr-May 2023

FINALISTS
“Across the eastern seaboard, based on current and future pol- len levels - the pollen trigger automated campaign activation and deactivation across 12 indi- vidual regions. This enabled Telfast to reach allergy sufferers when they were likely to be
experiencing symptoms and would therefore be most recep- tive to our message. To date, no other allergy brand has been able to do this in Australia.
“We supported this innovative execution with a broader cross-channel campaign over the
in-season period too. Even here, we used the smartest data approach possible to make our budget work harder.
“TV was the lead channel here but was supported by an innova- tive BVOD strategy where we used new-to-market technology via
Samba TV to drive incremental reach for our campaign. This is a data source that enabled us to seg- ment target audiences based on whether a user had been exposed (on linear TV or CTV BVOD) to the Telfast campaign on their con- nected TV.
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OMD, for McDonald’s, ran ‘Macca’s Monopoly - Game On!’ which targeted a pattern among churners: they weren’t engaging with the big prizes the company had been showing, like cars and holidays. OMD created a real-time programmatic solution to identify
where customers were on their Monopoly journey and instantly determine how to get them back into the game. “Our data-fuelled media-engine setup learnt about players in real-time making it critical to use dynamic media channels ... (to) instantly respond.”
Involved Media, for O’Brien ‘Using Data to Make O-O-O-O’Brien Famous for Electrical & Plumbing’ used hyperlocal market intent data from Amobee Brand Intelligence to identify ~100 terms that could help the brand profile market intent. Focusing on need triggers such as
“plumbers/electricians near me”, “fixing leaky pipes”, “electrical issues”, “DIY electricity/plumbing hacks” etc. As a result the data was used in a linear TV, BVOD, linear radio and digital audio campaign with a local feel creative. Now talks of a second, larger campaign.
OMD
Involved Media