Adrian J Cotterill, Editor-in-Chief
European financial services company Fineco, have worked with Hearts and Science to activate ‘Trade Without Compromise’, its first UK OOH campaign encouraging trade investors to return to the UK market post #Covid19.
The campaign was the first to run on Talon’s new proprietary platform Atlas and was aimed at a trading and investor audience with an intelligently optimised and fully automated digital 6 sheet campaign.
Garrett O’Reilly, Managing Director, Hearts & Science told us “This is a fantastic campaign to be a part of. At Hearts, we pride ourselves on being leaders in embracing the very latest data analytics and technology to deliver for our clients. Working with Talon to be the first agency to use Atlas is no exception and it has allowed us to be more granular in our approach and focus in on the Out of Home activity that will deliver positive outcomes for Fineco”.
Atlas allowed Fineco the flexibility to respond to market conditions and go live on DOOH quickly because it automates many processes all in one place and connects buyers directly with Media Owner partners. Planning, buying, creative upload and reporting were all handled within the platform to make the transaction efficient and completely transparent.
Through a proprietary intelligent targeting solution built exclusively for out of home, Atlas was able to identify an audience for Fineco based on real and recent behaviours that would be of most value. Because the platform has been designed as an audience first solution, the campaign was activated on panels across a multitude of different environments on times and days that would best reach a ‘high net worth’ audience in London and the South East in order to maximum exposure.
To further amplify the campaign, information about the panel locations are being shared with the Hearts & Science digital team to retarget those exposed on mobile. By extending online strategies into digital OOH, Fineco will benefit from the multiplier effects of these two channels working in unison widen their audience reach beyond desktop, tablet and mobile screens alone.
Kloe Wells, Senior Sales Manager at Talon Outdoor said “It’s great to see brands new to digital OOH using the medium in tandem with their online campaigns. Atlas has enabled Fineco to combine a data driven approach to reaching their target audience in the right place and at the right time with an automated process for greater agility and efficiency. We look forward to working with them and other advertisers in the future to grow the medium and deliver valuable digital OOH solutions through Atlas”.
Hearts & Science is a global marketing communications network, established to challenge conventions, leveraging its market-leading data and analytics capabilities to deliver a future-facing approach to media planning and investment. Launched globally in 2016 and in the UK in 2017, Hearts was named as a market Leader – the top ranking – in the Forrester’s 2019 Wave Report and now has 32 offices in 23 countries. Hearts’ UK client list includes GoCompare, Audible, UKTV, Yakult, Center Parcs, The Co-operative Bank and the Bill and Melinda Gates Foundation.
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