0
lift in engagement rate due to cross channel targeting aligning with user behaviour throughout the day.
0
completion rate
0
above In-View time bench mark due to successfully optimising towards attention metrics
Challenge
The objective of the campaign was to leverage programmatic media to empower Kiwi beer drinkers to feel comfortable drinking a beer in any situation, yet without comprising on taste or social perception; be that with breakfast in a café or at Friday work drinks before you hit the traffic for a weekend at the Bach.
Solution
To maximise the brand’s message, we used a longer 30 second format across a variety of channels and audiences to maximise efficient reach across specific audiences beyond beer drinkers.
The targeting was a mixture of broad and specific audiences to ensure we were able to generate as much reach across all possible beer drinkers, while also creating relevance through different channels.
We created an omni channel execution across connected TV, mobile, audio and video with unique messaging used for specific audiences based on consumer insights.
Through the examination of audience behaviour data, we were able to create a unique strategy that followed users throughout the day based on the media they consumed, delivering in environments that were more likely to drive the desired outcome, on a variety of devices. This in turn resulted in increased efficiencies in media investment as delivery was optimised towards placements with specific messaging at times that drove impact.
Result
Improved Media Performance: delivered 97% completion across skippable formats vs. 40% benchmark.
Improved Effectiveness: measured mental availability through optimisation towards attention metrics.
Improved Efficiency: Cross device execution ensured optimal media investment versus contact frequency.
The campaign was wildly successful, for every dollar spent on media we delivered $5.51 back to Heineken.They even had to make a call to Amsterdam for them to send more beer!
TVNZ+ It's free, but it could cost you"
Dentsu Creative
TVNZ, New Zealand's largest TV network, needed to rebrand its reimagined streaming brand, moving the platform from a 'catch up' on-demand service to a streaming destination.
Countdown CEM "Certainty Engine Marketing"
Dentsu Media
Consumer behaviours have changed since 2020, especially when shopping online, so we created a bid strategy based on "certainty".
Kathmandu "The Power of 3"
Dentsu Media
Utilising customer data, we transformed Kathmandu's Winter Sale media approach, optimising for real time consumer, weather, and conversion data to exponentially grow sales.
A New Zealand First for PlaceMakers and Google
Finding a first to market digital solution to help PlaceMakers maintain a high performing e-commerce channel.
Social | Shortland Street 30th Anniversary Social Activation
For Shortland Street’s 30th Anniversary TVNZ looked to pull out all the stops to help bring some excitement to this landmark occasion in NZ broadcast television.
TVNZ #IsoCareKits
Dentsu Creative | Social
Lockdowns suck, and with so much of our isolation entertainment coming from our televisions, TVNZ saw an opportunity.
ASB "Borrow the All Blacks"
Dentsu Creative
During the COVID-19 pandemic, ASB were challenged to step up to plate for small businesses. So we thought, what if we fronted up with one of the most tightly regulated sponsorship properties in ...
Creative | Bunnings and Touch NZ
Dentsu creative were engaged to support the second year of the Bunnings Sponsorship of Touch New Zealand.
Creative | Rangitikei Free Range
Creative | Meridian, Turbine Pale Ale Launch
To launch Turbine, Dentsu Creative developed a PR strategy that built awareness of Turbine’s story as a love letter to windy Wellington and turned Garage Project’s two taprooms in Auckland and W...
Movember "A Moment Against Silence"
We leveraged the All Blacks to reframe a moments silence to a moment against silence to get the nation talking about the national tragedy, which is the devestating suicide statistics amongst Kiw...
Creative | Designing a contactless service for Subaru.
Designing a contactless service for Subaru.
Creative | Calocurb
If there were a medal for being the most obese and overweight country in the OECD, New Zealand would get a bronze.
We were engaged from day one, as Calocurb’s brand, marketing and technolog...
Creative | Tower Insurance
Tower were seen as just another insurance company: traditional, painful and host to archaic claim systems. So Tower set out to make things simple. They simplified their process, customer intera...
Creative | Meridian
For over a decade, Meridian has been committed to providing renewable energy to Kiwis. However, with all energy brands vying to demonstrate their commitment to the environment our key point of ...
Media | Accor, Bidding Strategy Alignment
Helping a global brand adopt in a local market, and to compete against changing digital booking behaviour.
iProspect: Mercy Radiology
Being first in market to launch booking capability for medical imagery and screening. Helping Aucklanders find the right medical screens and scans, aiding them to speed up tedious booking proces...
Davanti: Auckland Council
Auckland Council services over one million people in the greater Auckland region through three primary customer channels – digital, person-to-person, and face-to-face interactions.
Davanti: Ministry of Education
On behalf of the Ministry of Education, the Education Infrastructure Service (EIS) invests around $500m per annum in planning and delivering infrastructure services and facilities to New Zealand...
Davanti: Leading Edge
Leading Edge Communications is a fast paced Sales Channel Management company offering telecommunications sales and support services to some of NZ’s leading enterprise and SME organisations – kee...