Objective
Select optimal OOH sites to reach Jameson audience, 25-34 year old men. Jameson is a key focus for Pernod Ricard UK, which continues to invest in the strategy of recruiting a younger adult consumer. Brand’s objectives were to drive uplift in core brand metrics, increase saliency and increase relevance to their lads target.
Challenge
As the brand wanted to move Jameson from a spirit for ‘Dads’ to one for ‘Lads’ (broadly Men 25-34), Locomizer decide to branch out from focusing simply on physical proximity to bars to ensuring advertising is in the most relevant locations, right across target consumers’ lives.
Solution
Locomizer applied its proprietary audience discovery engine based on geo-behavioural user interest profiling technology, to enable hyper-targeted advertising – a first for the UK.
By isolating bars and a specific audience, for example Men 25-34, Locomizer inferred other locations this audience dwell (affinity areas).
This led to a two-pronged approach: having OOH sites in proximity to the bar as well as OOH sites in proximity to the non-bar affinity areas, ensuring an extra level of relevance and efficiency. The result is an ‘always-on’ presence for target audience with greater geo penetration.
Outcome
The top-line results show that this campaign smashed the objective of driving uplift in core brand metrics to increase saliency, and increase relevance to our lads target.
- Increased ‘brand you see more of (national)’ from 2% to 13% (+225% higher than target) to improve saliency.
- Increased ‘brand for me (national)’ from 8% to 16% (+60% higher than target) to improve relevance.
- Increased ‘on trade consideration’ from 13% to 21% (+40% higher than target) to help drive sales in bars
Media Coverage
