image: courtesy of thedrummarketingawards.com

Advertising campaigns fueled by Locomizer data report significant uplift and get nominated for prestigious marketing awards

image: courtesy of thedrummarketingawards.com

image: courtesy of thedrummarketingawards.com

It’s a busy time for marketing award announcements for out-of-home advertising campaigns here in UK and some good news pops up for our partners and locomizer team. We are very proud to say that two campaigns fueled by Locomizer AffinityBI algorithm’s consumer data insights were short listed for industry awards.

Jameson Campaign run by Havas Media and Posterscope

First comes the From Dad’s to Lad’s OOH campaign for Jameson Irish Whiskey launched last year UK nationwide. The challenge was to “shift awareness and move Jameson Whiskey from a spirit for ‘Dads’ to one for ‘Lads’, to increase consumption with 25-34 males.” The campaign was actually nominated for three awards:

It is not a surprise that Jameson campaign gained such a traction as the after-campaign results reported by Havas Media are very impressive indeed. The campaign “smashed the objectives”, increasing the following KPIs:

  • “Brand you see more of” up to 13% (+225% vs target)
  • “Brand for me” up to 16% (+60% vs target)
  • “On trade consideration” up to 21% (+40% vs target)”

Fallout4 Campaign run by Posterscope and Target Media

Our second campaign short-listed for a marketing award actually competes with Jameson’s in the same category. The Bethesda’s Fall Out 4 OOH campaign got nominated for The Clear Channel Outdoor Planning Award in the “Best use of data and insights” category. The data challenge we worked on was to intelligently decide where to effectively reach out to the audience highly receptive to Bethesda’s most recent game hit Fallout 4.