Rescue Remedy Traveller Smart OTO Targeting

BRIEF

RESCUE Remedy, one of the Nelsons brands, is known for helping people sleep and recover better before and after a flight journey. Our task was to reach out to more travellers and increase brand awareness and preference.

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STRATEGY

Consumer targeting using multidimensional data

Comms8 and the agency team utilised multidimensional data, including store location data, flight information, contextual data and GPS data, to target the travellers in the airport environment.

Content strategy and digital ad creation

Comms8 set out to create bespoke content that resonates with the audience and highlights RESCUE's USP. Comms8 team worked relentlessly with the creative team and technical digital partner to deliver a set of dynamic mobile banners that features the full range of RESCUE products, which change accordingly based on- the time of the day, the airport, and the users' precise location inside the airport.

Strategic placement and programmatic targeting

Airport outdoor placements were booked by the Evolve OOH team tactically located in proximity to Boots and Superdrug reseller points in the airports. Comms8 amplified the message by completely integrating programmatic audience targeting with hyper GPS data to reach the audience on mobile devices, fully leveraging the power of digital to ensure a personalised brand message is put in front of the right audience in the right place at the right time.

RESULT

The campaign achieved a 0.23% CTR and 0.56% IBA performance.