A world of unmissable
When the world leader in group travel for the 18 to 35 age group, Contiki, launched an out-of-home (OOH) campaign late last year to push its European packages to its key demographic, university students, it didn’t expect to see such an uptick in revenue – let alone a 300 percent increase in sales. But that was the result of an integrated OOH advertising, online and social campaign supported by native content. “The campaign exceeded our expectations,” says Contiki head of marketing Vanessa Stavrou. “While we knew the activity would get us in front of our core customer, we were also pleased to see it deliver such strong commercial results driving from engagement to conversion.” Based on time and day, customised creative was displayed on screens across 99 university campuses nationwide, bolstered by a three-part native content series that was amplified on panels and via Facebook. Content was based on things important to students – mid-year breaks, money-hacks, bucket lists and experiences. The campaign proved how successful a campaign can be when the brand is placed in the right context, with the right audience. It’s unmissable. So, what was so special about this campaign? oOh!media CEO Brendon Cook says the sector has moved in leaps and bounds over the decades and is delivering advertisers with powerful solutions to engage with their audiences. “The powerful combination of innovative digital technology and relevant and engaging creative content has transformed how audiences are engaged. Advertisers are no longer restricted to the relatively narrow confines as they used to be. Whether it’s at a university, café, airport lounge or simply driving down a street passing an unmissable billboard, advertising has never been more effective, entertaining and available,” says Cook.
