increase in attention time at best DOOH location
increase in attention time over the course of the campaign
It’s now 2 years since the Sustainable Development Goals (SDGs) were launched and Common Ground is part of the movement to tackle them. But how do we ensure that everyone knows about the Global Goals? This is where the third week of September comes in: an opportunity to give an update and engage the world in the progress on the Global Goals. So what did we do during this week?
As part of Common Ground, all of its members have committed to raise awareness of the SDGs amongst businesses and consumers and to work together, in multi-stakeholder partnerships, to support the achievement of the Global Goals. This is part of SDG17 Partnership for the Goals, which explicitly asks business and civil society to work with governments. The #goalkeepers17 project, as outlined in this case study, is example of activity in this space.
Project Everyone is the organisation behind the current branding of the SDGs and is committed to end extreme poverty, fight inequality and injustice, and fix climate change for everyone by 2030.
This year, in order to raise awareness of the Global Goals and progress made to date, they decided, together with the Bill & Melinda Gates Foundation, to launch the #goalkeepers17 campaign. Focusing on the “Goalkeepers” - the global leaders such as artists, state and business leaders who are owning and driving the Goals –the campaign sought to encourage everyone to become a Goalkeeper themselves.
Dentsu Aegis Network, in support of Project Everyone, brought together a coalition of businesses to amplify the #goalkeepers17 campaign. This coalition included Perfect Day –an award-winning creative agency approached to deliver the collateral –and Quividi, an agency that measures audience engagement within digital out-of-home advertising (DOOH).
Our campaign delivered some interesting insights in testing this new technology.
Firstly, some combinations drew more attention and tended to persist across many iterations. Other combinations worked better depending on the order in which they were displayed. Secondly, messaging appearing on successive warm colour backgrounds drew more attention. Thirdly, the location that optimized the best had a massive 32% increase in attention time (from 4.2 seconds to 5.5 seconds of attention) between the beginning and the end of the one-week campaign.
And lastly, in most cases, the optimized recombination of content pushed the attention time up 20 % over the course of the campaign, from 2.3 to 2.7 seconds. These results are helpful for any subsequent campaign, both paid-for and pro-bono, which uses digital out-of-home as a medium.
This work was undertaken as part of Dentsu Aegis Network’s partnership with the United Nations and our commitment to the Common Ground initiative and the UN's Sustainable Development Goals.
“When we were approached to help on the #goalkeepers17 campaign, we found a perfect opportunity to innovate using our technology and do good at the same time.”Ke-Quang Nguyen Phuc, CEO of Quividi
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mcgarrybowen: Hack the City
The documentary series presents a trajectory of personalities challenged to find solutions to existing problems in the city and solve the problems of technology.
mcgarrybowen: Hack the City
Documentary series presents the trajectory of personalities challenged to find solutions to existing problems in the city and solve them through technology.
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BWM Dentsu: Project Revoice
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Driving engagement with William Patrick Corgan's new single through a blend of creativity and technology to create a world-first VR experience.
Collection of five books with inspiring accounts of five entrepreneurs who live and work on the outskirts of São Paulo (SP). The work is the result of a partnership between NBS SoMa - Social Mar...
GoalKeepers17: Rallying around Global Goals
As part of the UN's Common Ground initiative, all of its members have committed to raise awareness of its Sustainable Development Goals amongst businesses and consumers.
Malaria No More: A movement to end malaria
The #MalariaMustDie campaign has been supported by a range of agencies both inside and outside the Dentsu Aegis Network with the end goal being to rally the public support for political action.
Isobar & Carat: Dis-Moi Elliot
Dis-Moi Elliot (translated as Tell Me, Elliot) was a campaign that aimed to reduce prejudice about autism through an innovative, interactive and experimental website.
360i: Change the Picture
The #ChangeThePicture campaign focused on changing the picture of male mental health.
BC&F Dentsu: Heart Foundation
Everyone thinks they know what a heart attack looks like, but they’re almost always wrong. This campaign drew attention to the subtle warning signs and actually saved a life.