Work

Boeing - Using geo-targeting technology to reach a niche audience


The Opportunity

Our objective for Boeing was to shift brand perception amongst their target audience in the UK. The key challenge was to demonstrate to the audience that investment by Boeing in the UK benefitted the British economy. The target audience was identified as Whitehall and Westminster, including Government officials and civil servants, politicians, business opinion leaders and top business executives and Boeing customers (commercial & defence), industrial partners and suppliers, plus influencers of these stakeholders.

Our approach to target this audience would be a mixture of print, digital and OOH. However, we had to keep in mind that the above audiences are notoriously hard to reach with media and we have to be aware that there would always be an element of wastage. For this activity, we partnered with sister agency, Cadreon. Cadreon is IPG Mediabrands’ Ad Tech and Programmatic Solutions agency and working together meant we could try and eliminate these wastage challenges.

The Idea

We decided that digital was the best way forward and we would aim for a key Boeing target audience – Parliament. The idea was to Geo-fence the House of Commons and 72 MP offices across the UK with hyper-local targeting technology. Hyper-local targeting would catch specific MPs digitally, based on the users frequency, proximity, relevant sites of interest already on their devices and dwell times. This would reduce wastage and ensure those who were most appropriate for the messaging, received it.

Suitable users found from the hyper-local activity would be distributed creative accordingly. It also meant that they could be retargeted via cross-device targeting, meaning that users who engaged with the geo-targeted creative executions, could then be retargeted with a survey creative. This idea would put Boeing at the heart of an audience that is hard to reach. Perception of the brand could be changed with key influencers and decision makers throughout the country and show them the real positives of Boeing in the UK.

Executing the idea with data

To start with, Cadreon collected mobile data from either 1st or 3rd party data signals throughout the House of Commons and in 72 MP offices across the UK.

 

Geo-profiling was then done based on users frequency, proximity, relevant sites of interest already on their devices and dwell times.

 

Using cross-device probabilistic methods, we identified suitable users across their multiple devices in order to target in real-time, or re-target, when next seen on their secondary device.

 

We then then targeted the users that Cadreon had identified as being target audience users, with relevant Boeing creative.

The results

This campaign was successful in answering the brief set to us by Boeing. We were able to identify a specific and key audience and put Boeing directly in front of that audience. Key influencers and decision makers throughout the country were shown creative that could change perception of the brand and proved the positives of investing in Boeing.

  • Overall we saw very high engagement for this activity, with an average click through rate of 0.22%.
  • Cadreon found that from the initial hyperlocal activity, the strategy of targeting MP offices across the UK saw a much higher engagement compared to that of targeting within the House of Commons. This data is potentially very useful for Boeing’s future executions.
  • Nearly 400 users were retargeted after seeing the creatives and 5% responded to the survey creative.
  • Tablet app targeting was the most successful across all devices with 0.37% CTR.
  • The creative placements on the Goal Live Scores android app had the highest CTR of any app, 0.55%.