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Leap in! was the trial account for the first Programmatic Out of Home (DOOH) campaign for Resolution in Australia using Vistar, potentially the first through any DSP.
As an organisation Leap In! has a unique challenge in reaching their target consumer, people with a disability or their carers, because traditional media channels aren't able to efficiently reach them without significant wastage.
To tackle this challenge we opted to invest in a targeted programmatic out of home campaign, helping Leap In! to test Vistar and it's ability to drive growth in brand awareness in the expensive metropolitan Sydney market.
The results of this campaign acted as a great validation of programmatic out of home, driving clear uplift once live with very few other supporting channels or drivers in market.
For Leap In! the campaign was a success, driving a clear uplift in traffic to the website with a small initial investment and helping them to secure a foothold in the Sydney market. This was validated by search traffic which remained higher than pre-campaign norms and in it's ability to support word of mouth within this community which is an important referral channel for Leap In!. The client has since lined up another campaign in another priority region (Newcastle) with more scheduled throughout 2020-21.
For Resolution and Vistar this was a great use case for the power of this new buying method and the efficacy of programmatic buying in traditional channels like Out of Home, proving that clients don't need large trading teams to deliver great value for clients.
“We achieved as much interest in Sydney in one day as we did in a standard week”
Nicole Moy , Chief Marketing Officer
