CASE STUDY: PrimeLocation & Sky AdSmart
Provided by Sky Media
Reaching the UK's wealthiest households through precision targeting.
What was the Challenge / Background of the Campaign?
Operated by the Zoopla Property Group, PrimeLocation.com is a leading UK property portal attracting over 5 million visitors per month.
PrimeLocation primarily addresses the upper and middle property markets with listings from over 16,000 estate agent branches including high-end estate agents such as Knight Frank, Savills, Hamptons International and Strutt & Parker.
By using Sky AdSmart PrimeLocation were able to target the UK's wealthiest executive classes and maximise campaign impact.
What was the Campaign Objective?
- Reach a highly targeted audience identified as being the core Prime Location customer.
- Maximise campaign efficiency by only reaching those customers who are more likely to visit Prime Location.
- Increase site and brand consideration for PrimeLocation amongst the target.
- Position PrimeLocation as the number one web portal for upmarket property searches.
What was the Solution?
A truly aspirational advert, the creative spoke directly to "battling belligerent boardroom warriors", and communicated the rewarding nature of owning high-end properties. Using Experian's Mosaic classification groups, PrimeLocation targeted 'Alpha Territory' households - the most exclusive consumer group in the UK. Niche targeting of this nature removes the uncertainty associated with traditional demographic audiences and increases the efficiency at reaching core prospects. Please see attachment for full details of audience breakdown.
What were the Results?
The campaign ran across October and November and delivered over 1.5 million household impressions. Despite having previously run traditional linear activity , the Sky AdSmart campaign succeeded in boosting campaign cut through with prompted advertising recall increasing for those exposed to the Sky AdSmart advertising. The campaign brought the website more front of mind, drove positive sentiment towards the PrimeLocation brand and increased brand affinity (i.e. persuaded viewers that PrimeLocation is for 'someone like them').
What were the Key Learnings of this Campaign?
Following the success of the campaign , PrimeLocation have included Sky AdSmart as a central pillar of their 2014 media activity. Charlotte Harper, Marketing Director, Zoopla, said: "These results are strong and provide hard evidence of what we strongly suspected, namely that using Sky AdSmart would be a great targeted strategy for a high-end brand like PrimeLocation". Please see attachment for full details of the campaign and it's results.