New York City
Hilton saw the value in addressing the plight of the stranded airport traveler – a captive audience with urgent, typically weather-induced hotel needs. To achieve this and deliver intrinsic value to consumers, iProspect was challenged to create a powerful solution using existing technologies in an innovative way to accurately serve incident and location specific ads based on real-time flight cancellations.
Offering available lodging to travelers stranded at the airport depended on the accurate ability to deliver ads exactly when and where the traveler would see them. Rather than simply increasing bids during high-traffic times, Hilton wanted to serve ads based on real-world flight cancellations. Since the technology to make this idea a reality did not exist, iProspect and Hilton created a custom, in-house Google AdWords script that used a third-party data feed of flight cancellations. The initial campaign ran in the top 30 airports with a history of high cancellation rates. When the data feed indicated higher-than-average canceled flights, the automated bidding script triggered an increase for regional, incident-specific keywords until midnight that day. Ads included geo-targeted messaging such as “Hilton Near Chicago Airport” and a “Book Tonight” site link.
- +500% - Philadelphia
- +220% - Washington DC
- +100% - Charlotte
- +88% - New York City
In an impressively short timeframe, Hilton saw substantial revenue growth directly attributable to the campaign. Because they were able to respond quickly and with scale, they were able to efficiently and effectively reach exactly the right audience with a much-needed (and appreciated) solution. This campaign generated increased reservations, but also did something meaningful for Hilton as a brand - improved relationships and brand perception with new and existing customers.
We found an untapped opportunity in looking at an active pain point for travelers that Hilton could solve by giving people who were stuck at airports during inclement weather an easy solution for a place to sleep. Through a combination of airline and weather data plus current available inventory from Hilton’s booking system we were able to identify where there was a high level of in need travelers who were looking for a place to stay that very night. This innovative approach to paid search drove significant gains for Hilton’s properties in target markets.Adam Kasper, EVP, Managing Director at iProspect
Evaluating the landscape and nationwide recommendations to social distance, we discovered one simple truth remained: the desire for people to feel connected.
How does a 51-year-old brand drive relevancy and sales? Mattel’s answer was the Hot Wheels Legends Tour.
Character - Mix Branding Case Study
For a platform that celebrates creativity and curiosity, Character created an identity system that was just as expressive. It features several components that twist, weave, and blend into someth...
Driving transactions with Mondelez through a digitalised check-out counter experience.
BWM Dentsu: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
Innovating how fans experience music videos through a blend of creativity and next-generation technology.
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.
dentsu X: Sberbank's Neighbourhoods
Activating empty assets with Sberbank's Neighbourhoods campaign using data-driven digital communication.
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.
Grip: It Takes Balls
Engaging audiences with the the bilingual campaign originated from one key insight: young men generally do not talk to their doctor about their testicular health until it's too late because they...
360i: Change the Picture
The #ChangeThePicture campaign focused on changing the picture of male mental health, featuring an Instagram gallery of 12 men who shared photos of themselves on social media looking like the pi...
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 o...
GoalKeepers17: Rallying around Global Goals
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 th...
BC&F Dentsu: Heart Foundation
Everyone thinks they know what a heart attack looks like, but they’re almost always wrong as it’s rarely dramatic at all. This campaign by Barnes, Catmur & Friends in New Zealand drew attent...
Fetch: The Telegraph
Driving loyalty for The Telegraph with targeted app download campaigns and personalised re-engagement.
Driving transactions with Chevrolet through this immersive virtual showroom using spatial computing technology.
Driving conversion by establishing Eurostar as Europe's most-loved travel experience, using market-leading data strategy that would enable us to create real connections effectively.
BWM Dentsu: Qantas
Activating new business in the USA by helping more Americans travel to Australia with Qantas, by giving them a free passport.
Merkle: Media Organization within a retailer
This leading brand sought to build a media organization with Merkle as their agency partner, with the eventual goal of in-housing the team.
Standing out in a crowded QSR space is tough. For the first time ever, Carat sponsored "Subtember", a key promotional event on Twitch.