increase in attention time at best DOOH location
increase in attention time over the course of the campaign
It’s now 2 years since the Sustainable Development Goals (SDGs) were launched and Common Ground is part of the movement to tackle them. But how do we ensure that everyone knows about the Global Goals? This is where the third week of September comes in: an opportunity to give an update and engage the world in the progress on the Global Goals. So what did we do during this week?
As part of Common Ground, all of its members have committed to raise awareness of the SDGs amongst businesses and consumers and to work together, in multi-stakeholder partnerships, to support the achievement of the Global Goals. This is part of SDG17 Partnership for the Goals, which explicitly asks business and civil society to work with governments. The #goalkeepers17 project, as outlined in this case study, is example of activity in this space.
Project Everyone is the organisation behind the current branding of the SDGs and is committed to end extreme poverty, fight inequality and injustice, and fix climate change for everyone by 2030.
This year, in order to raise awareness of the Global Goals and progress made to date, they decided, together with the Bill & Melinda Gates Foundation, to launch the #goalkeepers17 campaign. Focusing on the “Goalkeepers” - the global leaders such as artists, state and business leaders who are owning and driving the Goals –the campaign sought to encourage everyone to become a Goalkeeper themselves.
Dentsu Aegis Network, in support of Project Everyone, brought together a coalition of businesses to amplify the #goalkeepers17 campaign. This coalition included Perfect Day –an award-winning creative agency approached to deliver the collateral –and Quividi, an agency that measures audience engagement within digital out-of-home advertising (DOOH).
Our campaign delivered some interesting insights in testing this new technology.
Firstly, some combinations drew more attention and tended to persist across many iterations. Other combinations worked better depending on the order in which they were displayed. Secondly, messaging appearing on successive warm colour backgrounds drew more attention. Thirdly, the location that optimized the best had a massive 32% increase in attention time (from 4.2 seconds to 5.5 seconds of attention) between the beginning and the end of the one-week campaign.
And lastly, in most cases, the optimized recombination of content pushed the attention time up 20 % over the course of the campaign, from 2.3 to 2.7 seconds. These results are helpful for any subsequent campaign, both paid-for and pro-bono, which uses digital out-of-home as a medium.
This work was undertaken as part of Dentsu Aegis Network’s partnership with the United Nations and our commitment to the Common Ground initiative and the UN's Sustainable Development Goals.
“When we were approached to help on the #goalkeepers17 campaign, we found a perfect opportunity to innovate using our technology and do good at the same time.”Ke-Quang Nguyen Phuc, CEO of Quividi
BWM Dentsu: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.
Driving engagement with William Patrick Corgan's new single through a blend of creativity and technology to create a world-first VR experience.
BC&F Dentsu: Heart Foundation
Everyone thinks they know what a heart attack looks like, but they’re almost always wrong. This campaign drew attention to the subtle warning signs and actually saved a life.
GoalKeepers17: Rallying around Global Goals
As part of the UN's Common Ground initiative, all of its members have committed to raise awareness of its Sustainable Development Goals amongst businesses and consumers.
DENTSU CREATIVE (Isobar) & Carat: Dis-Moi Elliot
Dis-Moi Elliot (translated as Tell Me, Elliot) was a campaign that aimed to reduce prejudice about autism through an innovative, interactive and experimental website.
360i: Change the Picture
The #ChangeThePicture campaign focused on changing the picture of male mental health.
Malaria No More: A movement to end malaria
The #MalariaMustDie campaign has been supported by a range of agencies both inside and outside the Dentsu Aegis Network with the end goal being to rally the public support for political action.
DENTSU CREATIVE (Isobar): General Motors
Driving transactions with Chevrolet through this immersive virtual showroom using spatial computing technology.
Fetch: Telegraph Media Group
Driving loyalty for The Telegraph with targeted app download campaigns and personalised re-engagement.
BWM Dentsu: Qantas
Activating new business in the USA by helping more Americans travel to Australia with Qantas, by giving them a free passport.
Driving conversion by establishing Eurostar as Europe's most-loved travel experience, using market-leading data strategy that would enable us to create real connections effectively.
DENTSU CREATIVE (dentsuMB): Mothercare
#BodyProudMums took the bold step of smashing advertising and social media conventions. Instead, the reality of the postpartum body, in all its different glorious manifestations, is on display.
Dentsu Jayme Syfu: Dead Whale
With an increasing number of whales washing up on shores with plastics in their stomachs, this campaign aimed to raise awareness and increase public engagement with the cause.
HelloWorld: Royal Caribbean
Royal Caribbean wanted to drive awareness and buzz for their newest ship. HelloWorld launched an eight-month interactive engagement hub that rewarded exploration and incorporated regional activa...
By launching the Smirnoff Equalizer in the run up to International Women’s Day, this Smirnoff and Spotify partnership enabled society to take one step closer towards achieving gender parity in m...
DENTSU CREATIVE (Isobar): Enterprise
Isobar helped Enterprise, a multi-billion dollar business, achieve double digit growth in sales through its web channels and used digital to accelerate expansion into 25+ countries.
Generating conversion for Eurostar by building a system to automate the media buying process for digital performance media.
Activating positive sales and trust in Arla's product by using media channels to emotional and engage the audience.
DENTSU CREATIVE (Isobar): Nett
Engaging a young audience by breaking the taboo of talking about first periods.