Red Rock Deli’s new pop-up has launched in Westfield Sydney today, giving shoppers the unique opportunity to personalise their very own packet of crisps.
The delicatessen-style store will stock a range of flavours, allowing the brand to strengthen its flavour credentials whilst providing an interactive consumer experience. This campaign was driven by PHD, Origin Agency and Soap.
As part of their launch campaign for Red Rock Deli’s new pop-up store in Westfield, PHD will use real-time sales data in order to scale delivery of messaging around certain flavours, based on consumer demand. As such, the media plan for the store will be directly dependent on the data, allowing media flighting and weighting to be determined in real time.
In simpler terms, this means that when demand is high for a particular flavour and the pop-up store is running low on stock, the brand will be able to stop targeting consumers with specific messages for that flavour and push another one instead. They will also be able to reduce and increase all messages based on the store’s activity, thereby improving the consumer experience.
“The campaign represents a great opportunity to use live information from the store to inform how we serve our ads to improve the consumer experience and accuracy of product availability, said Lauren Mather, brand manager for Red Rock Deli. “This fits into a broader traffic-generating campaign, which also includes OOH and social.”
Stephanie Douglas-Neal, executive group business Director at PHD, added: “We’re excited to bring PHD’s vision for PepsiCo to life via a real-time data strategy that is purpose built to help manage footfall into the store. Creating an algorithmic solution that ensures we’re optimising our campaign to in-store demand triggers will allow us to deliver consumer cut-through that’s disproportionate to the media budget.”
Tom Fryett, head of PHD programmatic Sydney, added: “For some time now, we have been keen advocates of weather, TV and event targeting as part of our programmatic buying strategies. We love when a campaign can adapt in real time to external factors, either via the trader or the algorithm optimising to deliver more relevant messaging to the consumer. After testing a number of these ‘off-the-shelf’ real-time triggers, we believe the next evolution of this will be more brands following PepsiCo’s example, customising new signals that tie into the larger campaign. It’s great to be at the forefront of this trend of a more tailored approach to programmatic at PHD, with help from our awesome partners at Annalect and The Trade Desk.”
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