Faced with the familiar marketing challenge of reaching as many potential customers as possible, Modibodi turned to the oOh! DataScience team to help plan and implement the integrated campaign.
This involved oOh!’s specialists developing a bespoke consumer segment built for Modibodi in combination with exclusive partner Quantium, then using Smart Reach to design an optimised advertising schedule that reaches 74% of the new segment in Sydney.
Harnessing the powerful data at its disposal also enabled oOh! to index and rank shopping centres, enabling the selection of the three specific centres used for the pop-ups. Further support for the stores was provided by oOh!’s Experiential team, which managed their activation.
The pop-ups themselves reinforce Modibodi’s environmental credentials by being made entirely of upcycled or biodegradable materials, including eco biodegradable wallpaper made by oOh! Print. Modibodi has also chosen to use oOh! Print’s recyclable skin on the classic billboard site for the campaign.
This campaign as a whole is also supported by tailored activity on oOh!’s Junkee youth publishing platform, further reinforcing the brand messaging.
oOh!media Chief Customer Officer David Scribner said the use of data to support such an innovative brand was a sign of how more advertisers are realising what data analytics can do for their growth prospects.
“Smart companies like Modibodi, who are bringing exciting new products to market, are increasingly adopting a rigorous approach to securing the best ROI for their marketing dollar,” Mr Scribner said. “Our DataScience capability helps create unmissable integrated campaigns by discovering exactly which segments of the public to target, and how to reach them, at levels of detail never seen before.”
“Our brand is all about giving people confidence and dignity, while being environmentally responsible,” said Kristy Chong, Modibodi’s Founder and CEO. “Using oOh!’s integrated solutions to bring the different facets of this campaign together, and their data analytics to reach the consumers we want to talk to, gives us a real advantage that helps us build our business and drive awareness in very effective ways.”