If you’re trying to reach a new audience for cruises, you need a completely new approach. TUI tasked us with tempting a younger audience to the delights of Shuffleboard and Bingo, which led to us creating the first ever data-led, programmatic Out of Home campaign at scale.
TUI needed a smarter way to reach young families
Our heritage as a cruise brand couldn’t be further away from our new source of business growth. Traditional cruise customers tend to be aged 70+, who we reach very well with our existing TV-centric broadcast plan. However, this simply wasn’t going to be enough for our new, younger, family target. An ambitious, trendy and fiercely brand loyal bunch in their 30s, this audience is notoriously hard to find, consuming fewer advertiser-friendly broadcast media hours and disappearing behind ad-free subscription services.
But there’s one ad space where this group can still be reached in their droves: Out of Home. And here came our challenge: we didn’t have the budget to support our cruise campaign using broadcast OOH beyond a standard two-week period. At least, we wouldn’t have done using conventional OOH buying and delivery.
The first ever fully programmatic Out of Home campaign
In no mean feat, we constructed the industry’s first ever programmatic OOH trading desk to deliver a pioneering programmatic OOH campaign.
Achieving this would require a staggering amount of insight and partnership. For the campaign to work on our tight budget, we needed to understand where and when our young family audiences would be, advertising only at the times when and in the places where they would see our ads.
The traditional approach for OOH activity would have been the British OOH industry planning tool, ‘Route’. However, ‘Route’ did not have the granularity required to identify our audience to this level of accuracy. So we turned to mobile data providers instead to break new ground.
Mobile location experts, Mobsta, allowed us to identify the best screens to use, by creating our own ‘Relevance Score’. This was a complex process to deliver a simple creative solution, taking into account:
• The relative impact of each OOH screen, determined by mobile devices passing it, including the viewing angle
• The time of day and day of week movement of mobile devices overlaid with audience segments created from mobile device data
This allowed us to identify the best locations and times to reach our new source of growth.
Dynamic, data-led out of home trading
This partnership delivered the first beginning-to-end Outdoor campaign with data at the heart – from planning to execution to measurement.
Our data-led planning approach allowed us to optimise the OOH delivery on a weekly basis, a competitive advantage that the rest of the industry couldn’t access through ‘Route’. Our granular analysis of audience behaviour allowed us to target families and avoid paying a premium for doing so, paying a CPM for our target, rather than the industry-standard panel rate. This was made possible through the development of the industry’s first programmatic OOH trading desk (we’ve mentioned this before, but we’re mightily proud of it as you can tell!)
We also brought in another programmatic tactic: dynamic creative. Using live Met Office data we delivered relevant feature-led creative based on time of day and environment:
• Fireworks copy at night
• Swimming Pool copy when it was sunny
• Crazy Golf copy when it was raining
In addition, using the five airports supported in the campaign, we featured the airport in closest proximity to the OOH location where each ad was displayed, offering an extra layer of relevance.