Million digital Impressions
Average reduction in cost per action
Clips of pure user generated content (UGC)
Greater ad recall
We are well and truly living in the era of consumer sales fatigue! Brands across every category have gone to the well too many times, punch drunk on the promise of an easy fix, unable to wean themselves off a highly addictive ephemeral lift they see from turning the “sale” tap on. When it comes to airline seat sales it’s even worse! Consumers simply don’t believe them, they don’t trust them, they don’t understand them. Because, unlike consumer durables or any fixed price goods, the premise of a sale implies an easily understood and dramatically transparent reduction in the price something is today compared to what it was yesterday. But airlines sales don’t work this way, there are too many variables, the “price” is floating, and the saving is often far less obvious.
When dentsu won the Aer Lingus account in 2017 the idea of a seat sale campaign delivering year on year sales increases for Aer Lingus was a thing of folklore, something that had not happened in over a decade!
It was time for a new departure. We called time on the established thinking and fundamentally changed the way things were done! We decided to flip things, instead of concentrating everything we talked about on “our sale” we started to understand and talk about “your travel“ through a highly personalised People-Based Marketing model. We put real people at the heart of the campaign, and market leading machine learning technology at the head!
Built around four pillars, we shifted our marketing approach from an over reliance on traditional marketing strategies to customer-centric communications.
1) Greater Consumer Understanding
Seat Sales don’t inspire, destinations do!
Too much choice is overwhelming – let's make life easier for customers.
2) Reduced Long Tail of Sales Comms
Sale announcements have limited potency – “When does exposure to the same message stop driving action?”
Using our industry leading, audience planning tool CCS, we reduced overall “sale announcement” expense by 20%, while still maintaining reach and optimum frequency.
3) Destination Inspiration Content
Sourcing over 100 clips of pure user generated content (UGC) through a Storyful partnership, we used media to inspire travel to real, authentic and un-photoshopped destinations.
4) Personalisation at Scale
Serving the same generic creative to everyone just wasn't good enough. We used the power of technology to deliver personalisation & drive conversions.
Five variables were pulled into our advertising in milliseconds; one of the most complex dynamic retargeting set ups in Ireland – over 7 markets, 2,000+ routes, single/return tickets, 6 languages and real time API pricing.
Our messaging strategy included four main interest categories, matching in-market flight data with key travel pastimes.
Higher Engagement through Content
- Ad recall- up 6 Percentage points
- Purchase Intent- up 5 Percentage points
- 74% reduction in CPA for re-targeting in display.
- 62% reduction in CPA for re-targeting on social.
- 81% reduction in CPA for prospecting approach (in key markets).
- 53% reduction in CPA for dynamic prospecting in search.
- Sept 2017 Sale – up 18% YOY
- Jan 2018 Sale- up 9.3% YOY
- Sept 2018 Sale- up 5% YOY
A people-based approach, from planning to hyper personalized message delivery fundamentally changed the fortune of Aer Lingus, reporting their highest profits EVER and showing the highest growth out of all IAG airlines!!
Carat: Vodafone X
How Vodafone capitalised on TikTok's exploding growth for their Youth product, Vodafone X.
dentsu X: Energia
dentsu X: IKEA
How we stopped interrupting what people were interested in and became what they were interested in
Carat: Bank of Ireland
How Bank of Ireland Became Pathfinders: Leveraging data for Customer Centric Marketing in Finance
Tuesday 18 June:
Data & creativity
Data & creativity: Data and analytics driving personalisation. Creating consumer experiences & meaningful connections.
Thursday 20 June:
Winning in the digital economy
Winning in the digital economy: Trust, ethics & transparency.
Wednesday 19 June:
Japan day: Innovation & technology. Driving greater client-centricity.
Friday 21 June:
It's a wrap
It's a wrap: Highlights from the week in Cannes.
Pre-register for our 2019 Digital Society Index
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.
dentsu X: Sberbank
dentsu X used outdoor ads and unique online banners to drive applications for small business loans and provide communities with the services and shops needed in their area.
Driving engagement with William Patrick Corgan's new single through a blend of creativity and technology to create a world-first VR experience.
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.
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.
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.
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.
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.