CASE STUDY: Internet Advertising Bureau - Engage Campaign

Provided by Brightmove Media
Building event awareness for the IAB in order to drive ticket sales.
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What was the Challenge / Background of the Campaign?

Over a thousand delegates packed out The Barbican on 15 October to celebrate the IAB's tenth Engage conference. With lasers, a techno remix of 'We've Only Just Begun' by The Carpenters and an appearance by The Hoff, it truly was a show to behold.The IAB utilized Brightmove's TaxiCast in order to drive ticket sales for the annual Engage conference.

What was the Campaign Objective?

The objective of the Internet Advertising Bureau (IAB) Engage campaign was to communicate event awareness in both a general and targeted way and generate ticket interest for this specific event.

What was the Solution?

The campaign consisted of two teaser adverts; "Everyone's going" and "Are You?" interspersed with 11 geo-­fenced areas around 11 key potential media agency clients where the messaging would change to also include the name of the target media agency.

What were the Results?

1.5 million adverts were delivered with a total broadcast time of 2,024 hours. The messaging was easy to read and vibrant even at distances of 30 metres + in full sunshine. Strong IAB brand enhancement was gained with an innovation and technology led approach. All of the 11 targeted London demographics were reached. The sale of 16 tickets

What were the Key Learnings of this Campaign?

"Take a British icon and add 21st century technology and you have one of the most innovative advertising platforms I've seen in a while. With TaxiCast, you can get your message out at the right time, in the right place and in a new way - definitely cutting through the clutter. We were thrilled to work with the team at TaxiCast and look forward to seeing brands get creative with TaxiCast - a mobile medium in so many meanings of the word."
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details1.5 million adverts delivered in 2,024 hours.
All adultsBoth
OUTDOOR / DIGITAL OUTDOOR
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
London01 Oct 14 - 31 Oct 14BUILD AWARENESS
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