OUR TASK

We were tasked to grow short term sales of Project Screen’s travel tests, in the key window when government travel rules changed in winter 2021. 

TARGET AUDIENCE

Affluent in-market travellers looking to fly once US and EU travel rules changed.

OUR INSIGHT

The sales opportunity was immediate, and the competitor set was highly competitive, but there were clear patterns of test buying behaviour that we could isolate and target to maximise the relevance of our media. 

OUR SOLUTION

We focussed our media into short term DRTV, this allowed us to get on TV immediately, circumventing AB deadlines. DRTV also allowed us to maximise our AV presence with the limited budget. DRTV generated short term sales, and also helped build awareness of the Project Screen brand through the fame generated from being active on TV.

We cherry picked programming, to resonate with the ABC1 audience. We also tailored activity to times of day and days of week where we saw the most response from our TV attribution tool, to further maximise the impact of the campaign.

We also layered in BVOD to reach lighter TV viewers; to minimise wastage we used interest targeting to only reach in-market travel intenders.

And we were able to fully deliver the campaign in a period of unprecedented TV demand. 

RESULTS

36% increase in online sessions
11% increase in sales
20% increase in prompted brand awareness

SERVICES

B2C Brand Strategy, Media Buying - Planning, Optimisation / Conversion, TV / Cinema Buying.