In 2015, the Country Fire Authority (CFA) of Australia tasked dentsu X and Columbus, A Merkle Company with the challenge of ensuring Victorians and travellers were fully prepared for the risks associated with bushfires and grassfires.
Partnering with sister-agency Amnet, the Columbus-dentsu X team’s strategy was to develop a dynamic content solution which integrated the emergency.vic.gov.au Fire Danger Ratings data into programmatic display, paid search, and Facebook creatives.
0
Facebook users reached
0
actions generated across Facebook
0
Video views on Youtube and Twitter with an average view-through rate of over 17%
0
Programmatic display impressions
Challenge
To avoid ad fatigue, the team needed to reduce generic fire safety messaging and deliver hyper-local and targeted creative to the right user at the right time.
Solution
Location-based targeting overlayed with age and gender data was used to serve each district with specific messaging tailored to its particular Fire Danger Rating.
Result
Now in its second year running, this global-first campaign in search marketing has been crucial in alerting and educating Victorians about fire and fire risk.
ACARA (Australian Curriculum Assessment and Reporting Aut...
Securing the future by digitising the Australian curriculum.
Asahi Beverages
ANZ’s largest drinks company partners with Merkle to develop a Salesforce solution to unify customer experience and support future growth.
Canon Production Printing
Merkle partners with Canon Production Printing Australia Pty Ltd to build a future-proofed technology stack using Salesforce.
Canon Production Printing Australia creates innovative techno...
Mighty Craft
Merkle partners with Mighty Craft to build a unique Salesforce-driven B2B2C solution that simplifies and improves the B2B customer experience and enables their portfolio of brands to grow their ...