To mark its return as Official Beer of The Championships Wimbledon, Stella Artois worked with Locomizer to pinpoint the areas of highest Wimbledon chatter on Twitter and use the nearest OOH locations to these.
Apply Locomizer proprietary algorithms to conduct social and affinity profiling of the general audience. For social profiling, Locomizer focused on consumers who mentioned Wimbledon-tournament specific keywords and other tennis-related keywords. Additionally, we monitored tennis Twitter accounts, including Wimbledon and popular tennis players, to identify geo-behavioral patterns of their follower bases. For affinity profiling, we analysed the anonymous location history data of mobile users with high affinity to Wimbledon-tournament, tennis clubs, tennis centres, etc.
As the result, the advertiser used Locomizer data insights to target the nearest OOH location and select hero on-trade accounts that fall in “super hotspots” to provide additional Wimbledon on-trade activation assets. Advertising was featured on OOH TV through GPM360 and CScreens, including 3,000 screens in bars around the nation and 12 large outdoor screens. The large outdoor screens included Regents Place, Broadgate, Paddington, St Pauls, Meadow Hall Sheffield, Bath, Central St Giles, Wimbledon Fanzone viewing locations and the More London Festival big screen, adjacent to Tower Bridge.
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