Catching Commuters on the Go With a Hyperlocal and Digital-out-of-Home Campaign
This summer, on a warm Saturday night in July, 1,500 musicians gathered in the Artemio Franchi Stadium in Florence to perform together in unison as part the largest rock band assembled in history.
The event, ROCKIN’1000 THAT’S LIVE 2018, was first conceived by Fabio Zaffagini in 2015 as an annual concert that brought together over a thousand musicians to perform in the name of unity and rock music; even Courtney Love joined in, as classic songs from Oasis and Nirvana blasted out from the stadium. Part of the proceeds from the event were donated to San Patrignano, an organization that helps young people overcome addiction.
The concert’s fame has grown over the years, and as the organizers sought to sell tickets and continue building brand awareness, it was only fitting that they chose the most pioneering advertising channels to promote this completely unique and ground-breaking event.
Perfecting the Pincer - DOOH and Hyperlocal Targeting
Together, Adform and Grandi Stazioni Retail created a promotional campaign that brought together Digital-out-of-Home and Hyperlocal targeting in order to advertise to commuters passing through several of Italy's largest train stations. Grandi Stazioni Retail is one of Italy’s largest digital-out-of-home inventory providers, with exclusive rights over the out-of-home screens in 14 stations across Italy.
The campaign made use of Adform’s buy-side platform, which is integrated with Grandi Stazioni’s Inventory Systems, allowing Rockin' 1000 to select and spend on Out-of-Home screens positioned across the stations.
The organizers were also able to target users with Adform’s hyperlocal solution, which enabled targeting through both the addresses of the stations and through GPS-based technology. Users were targeted on their smartphones, both in their in-app and browser environments, within a certain radius of the station - harnessing latitude and longitude coordinates
This synergy between Digital-out-of-Home and hyperlocal targeting created a pincer effect in Italy’s main rail stations, with commuters receiving mobile and in-app ads, while also being able to scan QR codes on the Out of Home Screens. Both channels directed users to an official pre-sale site where they could access discounted tickets to the event.
10 Million Commuters Reached
The combined effort of both Digital-out-of-Home and Hyperlocal targeting meant that the campaign was able to reach ten million users, with 1,500,000 impressions coming from mobile browsers and in-app environments on users' phones.
And Digital-out-of-home is on the ascent. According to research by Allied Market Research, the global DOOH market has been valued over 3.6 billion dollars in 2016 and is expected to reach over 8 billion by 2023, with a compound annual growth rate (CAGR) of 12.6% from 2017 to 2023.
“DOOH is of fundamental importance when it comes to reaching and analyzing digital campaigns, we were the first to appear in this sector in 2016, and thanks to the capabilities of our platform and our solutions we have close important collaborations, contributing to the front line in the development of the DOOH market in Italy,” says Valeria Mazzon, Country Manager Adform Italia.
As the for the event itself? Find out how Don't Look Back in Anger sounds performed by over a thousand musicians: https://www.youtube.com/watch?v=0xSdi8bc6yg