Cannes Lions

Different Location Same Store

VICINITY MEDIA, Johannesburg / KFC / 2019

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Overview

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Credits

Overview

Background

As a leader in location technology we’re always looking for location innovations. In this case one of our clients wanted to deliver different messages to consumer’s based on how far they were from the clients physical store…multiple messages based on distance from the same location.

Idea

As a leader in location technology we’re always looking for location innovations. In this case one of our clients wanted to deliver different messages to consumer’s based on how far they were from the clients physical store…multiple messages based on distance from the same location.

Strategy

Our ad serving platform handles 150 million ad requests every month, over 4000 per second from across our publisher network. To deliver on this campaign we had to develop technology that would firstly classify every one of these ad requests into a type of location:

• Fine location

• Shared location

• Wifi location

• GEOIP

Once we broke our ad requests down into 4 types of location and the developed the ability to target across these various types of location. This ability to categorise types of location and then target based on location type proved so successful we now use it on every campaign.

We then developed a new ad serving algorithm that allowed the creation of multiple messages based on distance to a single store. We, in effect, created 3 concentric geofences at each store with three different messages.

Execution

For this campaign we had to rework our adbuilder page within our adserver to allow our ad ops team to create a number of unique location message around a single location.

The innovative and relevant messaging clearly worked as the campaign achieved a 1,3% CTR, an engagement rate of over 9,3% and the following industry leading acquisitions:

831 post click engagements

48 calls to store

430 click to menu

158 drive to store

196 walk to store

The best result of all came from our proprietary attribution reporting tool, Visitability, we delivered 24,491 consumers, that were exposed to the campaign, to store during the 6 week campaign period!

Such an innovative location campaign proved that Content is King…but Context is King Kong!

Outcome

For this campaign we had to rework our adbuilder page within our adserver to allow our ad ops team to create a number of unique location message around a single location.

The innovative and relevant messaging clearly worked as the campaign achieved a 1,3% CTR, an engagement rate of over 9,3% and the following industry leading acquisitions:

831 post click engagements

48 calls to store

430 click to menu

158 drive to store

196 walk to store

The best result of all came from our proprietary attribution reporting tool, Visitability, we delivered 24,491 consumers, that were exposed to the campaign, to store during the 6 week campaign period!

Such an innovative location campaign proved that Content is King…but Context is King Kong!

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