To maximise the return on this investment, Patties needed an advertising campaign that reached its target audience effectively, and at a time and a place where it could have maximum influence.
To do this, Dentsu X worked in conjunction with its sister agencies Amnet and Posterscope to develop strategy that would link Digital Out of Home (DOOH) with programmatic technology available through Val Morgan Outdoor’s (VMO) Shop network.
The campaign employed the programmatic technology of VMO’s exclusive real-time audience measurement system, DART (Digital Outdoor Audiences in Real Time), combined with its proprietary ad serving network PULSE, to achieve customisable DOOH creative in real-time.
Using DART analytics, VMO were able to create a private marketplace allowing the trading of inventory based on a programmatic guarantee model for the first time in a one-to-many environment.
Recognising the value of an automated and optimised approach to DOOH, and its inherent potential to minimise advertising wastage by paying only for the audience targeted in the path to purchase environment, Patties were the first advertiser to take advantage of this new programmatic solution.
The campaign, which rolled out in September 2016, represents the biggest step taken to date toward a DOOH programmatic trading model in an environment and format with broad reach, and is a significant development in the DOOH space.
BWM Dentsu: The BWM Dentsu Group Reconciliation Action Pl...
Collaboration is king in The BWM Dentsu Group's Reconciliation Plan (RAP). Ten agencies under the Dentsu Aegis Network Umbrella come together to work towards a boost in diversity and inclusion f...
WiTH Collective: GoDaddy, Ray's Flamin' Hot Sauce
Small businesses decide not to go online, believing that it would cost too much time and money. GoDaddy wanted to relieve that apprehension and developed a user-friendly website builder.
WiTH Collective: Pfizer, The Reverse Intervention
It was discovered that non-smokers are too ill-informed about the addictive nature of smoking. As a result, they nag the smokers rather than provide support, which only perpetuates the cycle of ...
Accordant works with Adobe to deliver cross channel marke...
Accordant spotted an opportunity for improvement in CSU’s marketing strategy, as well as an opportunity to showcase the power of the Adobe Experience Cloud. Accordant, generating the opportunity...
Isobar: Shop with Bae
Bae is PayPal Australia’s first-ever chatbot, helping Australian millennials discover fashion to match their style from all corners of the world.
BWM Dentsu, Haystac, Dentsu X: Remote Ristorante
Together, BWM Dentsu, Haystac and Dentsu X, opened the world’s most remote pizzeria to prove that with Ristorante frozen pizza, you can enjoy a pizzeria taste no matter where you call home.
Isobar: Life, by Okinawa
By showing parallels between our lifestyle and the Okinawan way of life, we were able to capture three epic journeys and inspire millions around the world to discover the secret to longevity.
Isobar: Thrills, No Spills
We created a reason for the Slurpee bottle to exist that was relevant to our audience. But more importantly, we gave everyone a great excuse to suck down a Slurpee… in the middle of winter.
Isobar: The Monash Health Design Jam
The Monash Health Design Jam is a joint initiative between Monash Health and Isobar, with the aim of starting momentum for change in health care. The initiative uses a collaborative design-led a...
An Australian tourism-first partnership with Google Cardboard and eye-catching activations provided the ideal platform to showcase the interactive 360 degree videos – and ultimately reinforce th...
WiTH Collective: The Memorial
The Australian War Memorial honours the members of Australia’s armed forces and supporting organisations who have died, or participated in, wars involving our country. The Memorial combines a sh...
Posterscope, Dentsu X, Amnet: Patties Foods
Patties Foods, one of Australia’s best-known food manufacturing brands, was planning a $50k in 50 Days promotion for its customers to celebrate its 50th birthday.
The goal of global hotel brand, Starwood (now Marriott), is to connect travellers with accommodation experiences that enhance their stay and facilitate a more memorable visit. But to do this, th...
WiTH Collective: Christopher Walken
Qantas is one of Australia’s most trusted brands and Qantas Frequent Flyer (QFF) is Australia’s largest loyalty program. Qantas wanted to leverage that base for Qantas Assure.
Carat: If I Ran Woolies
As one of Australia’s largest and most iconic retail groups and one of Carat’s largest Australian clients, Carat’s internal Woolworths (Woolies) working group is among the largest teams in the a...
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Melbourne’s Chadstone shopping centre attracts more than 20 million customers per year. To meet this Chadstone launched a new night-time economy with after-hours cinemas and elevated dining opti...
BWM Dentsu: Premmie Proud
When a baby is born, parents love sharing the news on social media. But if the baby comes prematurely, you won’t always hear about it.
With over 600 different t-shirt designs available, UNIQLO shoppers were feeling the effects of choice paralysis. Identifying an opportunity to make their lives easier by helping them decide whic...
The Story Lab: VCTV Season 2
There is no doubt the attention of millennials is hard to grab and maintain. VCTV’s second season had to mix it up to stand out.
Isobar: Stick & Style
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