New York City
Hilton saw the value in addressing the plight of the stranded airport traveler – a captive audience with urgent, typically weather-induced hotel needs. To achieve this and deliver intrinsic value to consumers, iProspect was challenged to create a powerful solution using existing technologies in an innovative way to accurately serve incident and location specific ads based on real-time flight cancellations.
Offering available lodging to travelers stranded at the airport depended on the accurate ability to deliver ads exactly when and where the traveler would see them. Rather than simply increasing bids during high-traffic times, Hilton wanted to serve ads based on real-world flight cancellations. Since the technology to make this idea a reality did not exist, iProspect and Hilton created a custom, in-house Google AdWords script that used a third-party data feed of flight cancellations. The initial campaign ran in the top 30 airports with a history of high cancellation rates. When the data feed indicated higher-than-average canceled flights, the automated bidding script triggered an increase for regional, incident-specific keywords until midnight that day. Ads included geo-targeted messaging such as “Hilton Near Chicago Airport” and a “Book Tonight” site link.
- +500% - Philadelphia
- +220% - Washington DC
- +100% - Charlotte
- +88% - New York City
In an impressively short timeframe, Hilton saw substantial revenue growth directly attributable to the campaign. Because they were able to respond quickly and with scale, they were able to efficiently and effectively reach exactly the right audience with a much-needed (and appreciated) solution. This campaign generated increased reservations, but also did something meaningful for Hilton as a brand - improved relationships and brand perception with new and existing customers.
We found an untapped opportunity in looking at an active pain point for travelers that Hilton could solve by giving people who were stuck at airports during inclement weather an easy solution for a place to sleep. Through a combination of airline and weather data plus current available inventory from Hilton’s booking system we were able to identify where there was a high level of in need travelers who were looking for a place to stay that very night. This innovative approach to paid search drove significant gains for Hilton’s properties in target markets.Adam Kasper, EVP, Managing Director at iProspect
One in five people have dyslexia and 40% of children with learning disabilities experience mental health problems. Over 750k Canadian students are Dyslexic, however, Canada lacks the tools neces...
The Oreo Doomsday Vault
Having never built a global brand, Generali has an intricate web of partners, involving disparate agencies in local markets, delivering their own creative and production. The result was marketin...
Gillette: Cost of Winning
Nominated for a Sports Emmy, The Cost of Winning series premiered on HBO, followed by streaming on HBO Max, and quickly became the top performing sports title since the launch of HBO Max.
Harvard Pilgrim Healthcare
Dentsu health helped design and implement a go-to-market strategy with a best-in-class campaign that capitalizes on historical learnings, is grounded in data and analytics to inform key decision...
Foot Locker is always looking for new ways to innovate and improve the shopping experience for its customers. As a result, the brand asked dentsu gaming to integrate a new augmented reality feat...
Crayola Color Your World
Crayola need a unique campaign to emphasize their belief that every child has the power to create their place in the world by coloring themselves into it. Dentsu teams developed the strategy to ...
How do you break through the clutter and build momentum in a way that earns credit for reinvigorating the traditional PC ecosystem? With 15 micro-influencers creating a network effect across a ...
Multiple Myeloma Customer Centric Multi-Channel Campaign
American Multi-Brand Pharmaceutical Company Increases Oncological Growth Potential by Combining Personal and Digital Promotional Strategies
Myeloid Leukemia Multi-Channel Campaign
An American multi-brand pharmaceutical manufacturer needed to re-position as the brand of choice for Myeloid Leukemia therapy, increase NRx and maintain and protect existing Rx.
Cancer Treatments Pharmaceutical Manufacturer
A pharmaceutical corporation specialized in the manufacturing of cancer and immunology drugs needed to design a program to support the launch of its key multiple myeloma (MM) treatment product. ...
Season of the #Whiff
Dentsu was given the opportunity to highlight Head & Shoulders’ partnership with MLB through a creative solution inspired by its brand positioning.
U.S. Pharmaceutical Manufacturer
From a diagnostic and descriptive analysis approach, the solution evolved into a robust advanced analytics omnichannel measurement framework that was proactive and prescriptive in nature.
A Top Ten Global Pharmaceutical Company
This dentsu health client recognized the need for a new go-to-market process as well as organizational change management to leverage its technology investments.
Ascensia Diabetes Care
Diabetes management is experiencing a deep industry transformation through technology, innovation and digitalization of the patient journey through services like telehealth and digital pharmacie...
Sprint: Smack that Talks Back
Meet La Futbolera, the smack-talking granny who ignited the competitive spirit of US Latino soccer fans while creating a fun, long-lasting exchange with Sprint.
Copa Airlines: Sube La Marea
Promoting Copa’s generous sponsorship of the Panamanian national football team amid the excitement of their first World Cup invitation, required a big, cultural display of patriotism. What bette...
Avocados From Mexico: Cook from the heart with Thalia
Cocina para el Corazón with Thalia, a first of its kind celebrity-personifying dialog system that challenges prospective users to a 30-day one-to-one cook-off.
ViiV Healthcare: Delivering Unique Customer Journeys
With the amount of digital noise that physicians hear every day, ViiV needed a comprehensive and impactful solution that could target a smaller audience. The team wanted to identify those key mo...
Using the power of visual AI, 360i and Kroger created Chefbot to reduce food waste by helping people make the most of the food they have on hand, during a time when home cooking is on the rise.