In order to ensure the offer would reach a qualified audience, we would need to select a media opportunity that would allow both geographical and data led targeting which could be managed on a spend-per-store basis.
We opted for our programmatic team’s proprietary hyperlocal tool Precision M, allowing us to target devices by location whilst leveraging the benefits of agile bid management and data overlay.
Subsequently we went on to define our target audience:
– Two mile radius of participating O2 store to ensure relevance by location.
– Age 18+ to ensure eligibility for a contract
– Tech and Mobile phone interest
– Up-weighted bidding to android users based on device type
A suite of creative with a clean and concise call to action was then created across 10 different formats covering a mixture of both standard banners and interstitials to provide a balance of both inventory availability and cost.
Consumers were subsequently directed through to store specific landing pages to place pre-orders, ensuring that stock levels could be informed for a consumer-friendly click and collect experience.
Audiences were measured and compared between the exposed target audience and a control group to aid optimisation during the promotion, and understand the true impact and return post-campaign.
Throughout the campaign we worked in close collaboration with O2’s other agencies such as leading brand performance agency TCC, for a seamless client experience.
