Roy Morgan Research has partnered with media agency, Bohemia, in a bid to deliver a targeted campaign solution for Red Rooster.
Roy Morgan was briefed by Bohemia and asked to profile outdoor advertising sites using Helix Personas so as to deliver a more targeted, accurate campaign for Red Rooster.
Using the ground-breaking consumer segmentation tool Helix Personas, Roy Morgan profiled 360 bus shelters around Australia to determine which personas lived within a 1km radius of each one. Based on the findings of each bus shelter’s ‘catchment area’, one of six different advertisements was chosen for display in the shelter.
Knowing which personas live in the areas surrounding each bus shelter, and understanding their habits, attitudes and preferences, has allowed Red Rooster to pick the creative that will resonate most strongly with them. After all, living locally means these personas are very likely to see the advertisement, whether they catch the bus or simply walk past the shelter.
This targeted outdoor advertising approach enabled Bohemia and Red Rooster to communicate the appropriate message to the relevant audience. The result? What every advertiser wants: increased consumer engagement.
John La Rosa, general manager – Agencies, Roy Morgan Research, says: “This is a very exciting development for advertisers and businesses in Australia. Never before has a segmentation product as extensive as Helix Personas been used to profile outdoor sites in this way. The rich psychographic data that Helix Personas offers allows for a deeper understanding of consumers and their purchasing behaviour. This project clearly demonstrates that using Helix Personas generates a more accurate campaign and substantially boosts audience engagement for advertisers.”
Rosie Plunton, business director – Bohemia says: “This project is the perfect example of how data analysis and insight has allowed Bohemia to deliver a simple yet unique Outdoor solution for our client Red Rooster. We understood the importance of using the data intelligence Helix Personas offers as a smart new media tool to provide our audience with the most relevant message based on their personality and behaviour. We are thrilled with the results, and it’s something we look forward to continuing in the future.”
Anna Jones, national marketing manager at Red Rooster said: “In an ever-cluttered media world, consumers are getting better and better at filtering out messages that are not relevant to them. Using Helix Personas to gain an understanding of the demographic profile that will interact with our outdoor advertising allowed us to select creative executions that will resonate with those consumers. We have to start being smarter about not just the channels we use but the creative messages we select if we want to gain relevant cut-through.”
Independent experience agency The Misfits has recently announced a strategic partnership with cultural change and leadership experts Nancy Hromin and Kate Chaffer. While the company has for a long time operated in the space of creative services, digital and content marketing, film production and events, The Misfits is now broadening this offering to include business […]
TripleLift has today announced an expansion in their Asia Pacific (APAC) operations, with Henry Shelley [featured image] appointed as Managing Director, based in Singapore. Fueling TripleLift‘s expansion in APAC is its success in Australia, where the company works with 70 per cent of the top 50 comScore publishers. “As the home to several of the worlds’ […]
Rob Highett-Smith joins Fiftyfive5 in the newly created role of head of performance measurement. Performance measurement represents one of the three core offer areas at Fiftyfive5 with tracking programs running across 40 countries; representing our fastest growing capability pillar. Rob joins to lead this capability, which encompasses brand and comms tracking, multi market monitoring, CX and customer satisfaction, as well as other longitudinal programmatic work.
Podium has continued its international expansion today announcing its launch in Australia. Podium serves more than 90,000 local businesses in the United States, Canada and Australia, and has seen its customer base in Australia almost quadruple to over 3,000 local businesses since the start of the pandemic. Through its SMS-based platform, Podium helps local businesses receive […]
Commercial DAB+ hip hop and RnB station, THE EDGE has appointed Emily Copeland, to the newly created role of General Manager. Copeland brings an awesome mix of skills and experience to THE EDGE, including cross-platform media content experience, partnerships and events (including music festivals – remember those?). Copeland also has a stack of achievements to […]
Brianne West is the founder and CEO of Ethique, a New Zealand-based sustainable, plastic free and cruelty free skin and hair care range. West sat down with B&T to explore what genuine environmental sustainability looks like, and how brands can better respond to eco-conscious consumers. B&T: Why are we seeing a rise in eco-conscious consumption? BW: […]
Blis has today revealed its new Consumer Confidence Pulse — the most comprehensive tracker of its kind — this interactive dashboard builds on its existing trend data around consumer mood to analyse behaviour during the COVID pandemic. The dashboard also now tracks consumer movement over a rolling 13-month period, across 18 retail and lifestyle sectors […]
Following the success of Series One: Grey Nomads, Australian Seniors has launched the second series of the Life’s Booming podcast – Dare to Date. Hosted by James Valentine (pictured with guests Liz and Barry), Life’s Booming explores the incredible stories and addresses topics important to Australians over 50. Series two titled Dare to Date is a six-part series that covers real-life love, […]
World-leading conversational agency VERSA has bolstered its team with two senior appointments in response to growing uptake in conversational AI technology across various sectors. Vanessa Tout has been appointed global head of client partnerships and growth, while Michael Oso-Hughes comes on board as design director. Tout joins VERSA CEO Kath Blackham and managing director Michael […]
Engagement marketing agency, Banter, has hired Patrick Rutkowski as Creative Technologist, to further bolster the digital and innovation side of the business. Rutkowski joins Banter after having spent the last five and a half years at independent creative agency, The Hallway where he was most recently creative technologist working with the likes of Rheem, Tourism […]
Kargo has today announced several major growth milestones across the APAC region for the first half of 2021, more than doubling H1 revenue year-over-year with 115 per cent growth. Kargo also ran 41 per cent more campaigns in the region than in H1 2020 and the average campaign size increased by 32 per cent over […]