Optus And @Quividi Optimise Samsung Galaxy S10 Smartphone Launch
Optus, Australia’s second-largest telecommunications group and BrandSpace, a specialist division of Scentre Group, owners and operators of the Westfield Living Centre portfolio in Australia and New Zealand, partnered with Quividi, the World’s number audience and campaign intelligence platform for Digital Out of Home, to optimise the recent launch of the new Samsung Galaxy S10 Smartphone.
To promote the new handset to different demographic audiences, Optus used The Scentre Group BrandSpace SmartScreen Network, a media portfolio of thousands of screens located within Westfield Living Centres, all equipped with Quividi’s technology. They wanted to test how Quividi’s suite of audience and brand new Campaign Intelligence products would help enhance the targeting of the campaign, increase shoppers’ engagement and provide valuable insight to finetune their DOOH communication strategy moving forward.
An A/B test was devised across 20 Westfield Living Centres. In 10 of the selected ‘test’ centres, tailored artwork was triggered in real-time using Quividi’s technology to target and engage each of Optus’ audience profiles: young females, mature females, young males, mature males and families. The 10 ‘control’ centres displayed a generic Optus advertisement.
The results of this approach were significant. Serving targeted messages created higher engagement and cut-through with a 65% increase of watchers per play compared to the network benchmark and a 29% uplift in average attention time from the target audiences. The contextualization strategy also led to higher campaign efficiency: 73% of the total campaign audience saw a targeted creative.
But what made this campaign a first-of-a-kind in Australia was the use of Quividi’s Campaign Intelligence to gain richer insights and analysis of all audience dynamics, enabling attribution of the effects of the contextualized content strategy and its impact on brand engagement and in-store behaviour.
Angela Greenwood, Director Acquisition & Customer Marketing, Optus told us “The campaign has exceeded our expectations, with real-time optimization driving a measurable increase in views, engagement and efficiency. Based on the successful results we have seen, we are really excited to extend this, try new things, tailor different products to different demographics and really test out this technology to its limits.”
A comprehensive written case study of the campaign is accessible here and a video case study is available here.
Quividi will be presenting its new Campaign Intelligence product at #NRF2020 (NYC, 11-14 January 2020) and at #ISE2020 (Amsterdam, 11-14 February 2020).
Categories: DailyDOOH Update
