Blogs // 49 Blogs by GoSee ADVERTISING
The TOMMY HILFIGER ‘Pass the Mic’ campaign was launched for two weeks across 342 premium DOOH screens in high-traffic Metro stations in central Paris with the leading media owner in Transport, Mediatransports via a Private Marketplace (PMP) deal.
By utilising Hivestack’s unique Custom Audience solution, combined with PSI’s location intelligence platform, valuable new target regions were identified. Hivestack’s analysis of geotemporal impressions meant the campaign delivered against target audiences, heavily reducing wasted campaign delivery over the course of the campaign by only utilising budget on slots when the target audience concentration was high.
William Brownsdon, Managing Director EMEA at Hivestack said: “We are incredibly excited to announce this work with PSI and the successful delivery of the first ever programmatic DOOH campaign in Paris with the biggest media owner in France - Mediatransports.”
“Location data has been utilised in OOH for many years but using Custom Audience targeting to reach audiences at scale with precision is not something that has ever been possible until now. With the onset of DOOH in recent years, location intelligence has become more sophisticated, allowing marketers to more effectively plan site selection, day-parts, environments and formats. Programmatic allows us to take these guiding principles of OOH planning one step further and operate outside of the spot in loop. It is a pivotal moment in time for the OOH industry.”
Camille Uzan, Global Account Director at PSI said: “As an international business, the ability to plan across multiple markets all over the world from a single and consistent access point is a remarkable development. In the post-pandemic world, the flexibility offered by programmatic DOOH is a welcomed relief - the agility of the channel gives brands the power to increase or decrease ad spend, adjust campaign parameters, or even pause campaigns altogether. In addition, the platform allowed us to create our own Custom Audience within the city, ensuring the campaign was lighting up at the right time to engage with our client’s audience, and the right location to have stronger resonance with the surroundings.”
Hivestack is the largest independent, global, full stack, marketing technology company that powers the buy and sell-side of programmatic digital out of home (DOOH) advertising. © // 1 file show complete blog
Jung von Matt/Donau helps chubby little bumblebee Hanna get off the ground this year to spread the campaign motto “Believe in Yourself”. Bumblebees always believed their wings were too short to carry their bodies. Little did they know... The commercial was produced by Passion Animation Studios in London: “#HannaBumblebee sees the return of fuzzy, cute characters at Christmas for Erste Group. In a world where bumblebees have forgotten how to fly, the tactile animated story shows that the only thing you need to rekindle a hidden ability is a little bit of friendship. Meet Hanna the Bumblebee as she makes multiple attempts to learn to fly…without success. She almost gives up until her friend Max shares some self-belief at Christmas which suddenly makes all the difference. The film is set to a specially written and recorded lyrical track by Mcasso Music.”
Last year, Erste Group and Jung von Matt/Donau took home Bronze at the Advertising Film Festival in Cannes with Henry the Hedgehog and His Friends and received a total of more than 30 domestic and international awards. The spot is now on the shortlist at the Eurobest Festival in London.
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