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increase in attention time at best DOOH location
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increase in attention time over the course of the campaign
Challenge
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.
Solution
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).
Result
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.
Find out more about the Common Ground initiative.
Find out more about the United Nations’ 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
人生地震
東和鋼鐵透過「人生地震（Lifequake）」將「耐震」從產品特性轉譯為「面對人生衝擊的韌性」。
這是我們的 LINEguage
面對競品崛起與使用率下滑，我們將 LINE 從「工具」重新定位為一種由台灣人共同形成的溝通文化：「LINEguage」。
台灣觀光品牌 3.0
為了在解封後重新啟動台灣觀光，我們從旅人「重體驗、輕目的地」的轉變出發，重塑品牌語言與系統。
我的卵子我做主
婦女新知基金會是一個不隸屬任何政黨的非營利組織，長期在台灣推動性別平等與女性賦權。基金會成立於 1970 至 80 年代，致力於促進女性在公共與私人生活中的權益。自 1982 年起，基金會在女性相關的法律與政策改革上取得多項重要進展。透過教育倡議與基層組織動員，基金會持續挑戰父權制度，推動女性領導力、職場性別平權、生殖權利，以及家庭法與司法正義。