CASE STUDY: BT Baby Monitor target mums with digital screens
Provided by Amscreen
BT Baby Monitor communicate with their target audience, Mother & Baby, who are regular visitors to their local healthcare venue.
What was the Challenge / Background of the Campaign?
To raise awareness of the award winning BT Baby Monitor, communicating with their Mother and Baby target audience, who are very regular visitors to their local healthcare venue.
What was the Campaign Objective?
BT baby monitor is the UK's leading baby monitor brand. BT currently use specific mother and baby press titles and on-line for brand, new product and promotional activity. They were keen to extend their ATL media but needed to ensure that their campaign would be highly targeted, seen by consumers in a "trusted environment".
What was the Solution?
Amscreen proposed our unique healthcare network delivering digital display across UK hospitals, doctors surgeries, pharmacies and dentists. With an average dwell time of 20mins in the venue and 20" ad's, BT were able to communicate with their key target audience of Mothers with children, at a time when mental and physical wellbeing for themselves, their families and the community is top of mind
. Audience population - 65% female
. Expectant mothers visit an average of 6 times during pregnancy
. New mothers will visit surgery an average of four times in the first 6 months
What were the Results?
Amscreens Healthcare network had provided us with a perfect media platform to reach our Mother and Baby Target audience, who are very regular visitors to their local healthcare venue. During our activity on Amscreen, our overall campaign saw an estimated increase in online and retailer sales of circa 20%. Rob Griffiths - Senior Commercial and Propositions Manager - BT Consumer Devices