Case Study: Reckitt Benckiser – K-Y Duration Spray Real-Time Digital OOH
Using Posterscope’s ‘Liveposter’ platform, we used real-time data to trigger dozens of highly targeted (and comical) creative messages across nearly 100 digital OOH screens nationally to address unique audience mind-set moments proven to increase advertising awareness and message recall.
This new product launch campaign was intelligent, timely and at true scale – the perfect story for the launch of our new dynamic DOOH ad-serving platform Liveposter in the US.
For Posterscope, we’re all about ‘being more now’ as we continue to move away from being a traditional planning agency to having an audiences and creative focus – this campaign, from concept to execution, is a true manifestation of the now-ness of the world we now live in.
We all know that men feel uncomfortable talking about SEXUAL ISSUES. We needed to take a taboo subject PREMATURE EJACULATION and bring it to the mainstream to get people talking about it
We often use comedy to cut through awkward moments.. and to ensure we ‘cut through the mix’ of other advertisers we developed a strategy that kept the conversation relevant by automatically targeting MULTIPLE AUDIENCES MINDSET’S in real-time and at real scale.
The highly contextual (and comical) advertising campaign is based on a deep knowledge of consumer mind-set, combining audience’s lifestyle interests with screen-specific targeting to address the unique moment that consumers are in and more effectively capture attention, proven to increase both advertising awareness and message recall.
Using Posterscope’s newly acquired market leading ‘Liveposter’ platform, we used real-time data to trigger dozens of highly targeted (and comical) creative messages across nearly 100 digital OOH screens in NYC and Las Vegas to address unique audience mind-set moments
Combining audience data and local cultural insight, we triggered reactive creative (location-specific to each city, neighbourhood and even each screen) referencing specific to time of day, day of week, business audiences, commuter mindset, tourists, local and national events, like Halloween, long weekends and react to results from sports events.
Including crafted messages for every moment ensured we were CONTINUALLY RELEVANT. Dynamic creative delivered:
+12% advertising metrics inc. spontaneous / prompted awareness and message recall and +17% ‘effects on the brand’ (creative rating and net promoter score). That’s an overall effectiveness increase of +15%. (Virtuosity research, Oct 2016)
The campaign was presented at the latest DPAA’s (Digital Place-based Ad Association) holiday event in NYC as a best in class example.
“There really hasn’t been any other brands that have taken a mass-market approach to launching a product of this nature. We saw this as an opportunity to really bring this to the masses and normalize the conversation around men wanting to last longer,” said Chris Tedesco, general manager-U.S. marketing for RB.
Posterscope, (Liveposter), Vizeum, HavasWW.