Leap in! was the trial account for the first DOOH campaign for Resolution in Australia using Vistar, potentially the first through any DSP.
Leap In! are uniquely challenged in reaching their target audience - people with a disability and their carers - because traditional media channels fail to efficiently reach them without significant wastage.
To personalise this reach, we invested in a targeted DOOH campaign, helping Leap In! to test Vistar and it's ability to increase brand awareness in the expensive metropolitan Sydney market.
The results of this campaign proved to validate the effectiveness of DOOH in driving clear uplift despite having limited supporting channels or drivers in market.
Leap in! had to boost brand awareness in the high-value but high-competition location of Sydney. Their main goal was to increase traffic which can be difficult to track in an Above the Line Campaign. This would be the first application of a new platform and media type for Leap In! and with no historic results from which to compare, measuring impact can be problematic as this media form is often heavily negotiated to a set Cost Per Thousand (CPM).
We used Google Analytics to track and measure regional traffic to the site compared to pre-campaign launch figures. By having regular briefings with platform representatives, we were able to:
For Leap In! the campaign was a success, driving a clear uplift in traffic to the website from a small initial investment through which a foothold in the Sydney market was established. This was validated by higher than pre-campaign search traffic levels and the opportunity for word of mouth referrals - a significant factor for Leap In!
The client has since lined up another campaign in a different priority region (Newcastle) with more scheduled into the future.
For Resolution and Vistar this was a great use case for the power of DOOH and the efficacy of programmatic buying in traditional channels like Out of Home (OOH), proving that clients don't need large trading teams to experience successful ROI.
Bay 7, 2 Locomotive Street
South Eveleigh, NSW, 2015
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South Yarra, VIC, 3141