0
broadcasting spots across 5 locations
0
surpassed KPI by
0
million impressions
About the campaign
Our vision was to harness data & technology, creating efficiencies for Multichoice through audience-based media buying in the digital OOH space, allowing us to move from frame picking to audience picking.
Introducing Dentsu Location Services DSP, a tool created to supercharge programmatic OOH, by enabling dynamic creative optimization. Our DSP could pick data from five data points; Social Media, GPS, Video, Lamps and Traffic, to dynamically optimize the creative, and to buy spots on programmatic digital screens.
We deployed the DSP in both South Africa and Kenya during the 2022 FIFA World Cup with DSTV and GoTV. We shared instant match updates as they happened, with our digital screens monitoring real-time match proceedings.
Our audience were updated as every goal was scored, with every penalty kick converted, and ultimately what the final score was. This campaign brought the FIFA World Cup closer to our African audience - and it did so to our avid fan on the street - in real time!
Challenge
In a world where personalization, customization and algorithm-led marketing is taking over, OOH communication in The African Region has been slow off the blocks. How could we replicate the real-time, instant content sharing we are used to from digital channels in the OOH environment?
We needed to assist Multichoice in standing out when the environment was so cluttered, both from an OOH perspective as well as the brand clutter that was so evident during the FIFA World Cup – with all brands competing for share of voice.
Solution
Through the use of M1 and CCS, we understand that Football is at the heart of most Africans - men and women alike. Passion runs deep and The FIFA World Cup brings nations together. Gotv and DSTV were the only platforms airing all the FIFA World Cup matches in South Africa and Kenya.
We set out to highlight how our nations could view all 64 games, but we wanted to go deeper, and bring our consumers something more.
We understood that the key to success lay in data. Strategy was to use data and dynamic creative to divert consumers’ attention from their phones to our DOOH billboards – showcasing that OOH doesn’t have to be one-dimensional and offers value to consumers.
We wanted to bring the game to the people, and we did so through real-time game updates as they happened! By introducing Liveposter technology to our African audiences, we elevated the use of Programmatic OOH innovation like never before!
Results
We delivered a first in the Kenyan market and we executed a very innovative data-driven campaign to South Africans, where this type of exposure is still very new to audiences.
Across 5 locations: we delivered 23,000 broadcasting spots.
This surpassed our KPI by +60%.
We served over 2 million impressions.
We gathered key audience data in the process, and will use this information to strengthen future communications.
A truly successful campaign, leading to extremely excited and proud clients.
iProspect SA: MultiChoice FIFA OOH
iProspect SA: MultiChoice Search at its optimum
Our FIFA World Cup search campaign highlights how savvy search setups can deliver results for brands and eliminate same stable cannibalization.
iProspect SA: Delivering Dynamic Ads and Data Driven resu...
We set out to target sports fanatics who would subscribe to Multichoice Pay TV to watch the 2022 FIFA World Cup. We held high ambitions to deliver personalised communication whilst outperforming...
DENTSU CREATIVE SSA: Trophy Stout: Reclaim Your DNA
Most of Nigeria’s greatest artistic treasures are held in Western museums, which refuse to return them. As Nigeria’s proudly 100% homegrown beer with a history of supporting Nigerian cultural in...
iProspect SA: A First in Africa! Bringing Digitally Dynam...
The world's biggest sporting event; The FIFA World Cup!
We enabled Supersport to capitalize on the hype that comes around every 4 years, through this data-driven project that elevated the us...
iProspect SA: MultiChoice and Udemy: Bringing online lear...
In a move to empower African customers with impactful and functional skills, Africa’s leading entertainment provider, MultiChoice, partnered with Udemy, a global leader in online learning, to pr...
iProspect SA: Corona - Free Range Humans 2 Campaign
Contrary to Corona’s belief of “living life outside”, humans spend 90% of their lives indoors. Their “Free Range Human” campaign was therefore conceptualised to inspire people to answer nature’s...
iProspect SA: The SuperSport App Experience – your person...
This is AFRICA - where sport connects and empowers nations!
We launched the impressive SuperSport App Experience to eagerly awaiting African audiences, by embarking on a bespoke digital stra...
DENTSU CREATIVE SA: 1st For Women Safety
DENTSU CREATIVE was briefed to entrench 1st for Women's “fearless” positioning and developed a campaign that highlights how FFW is the only insurance brand that fights for women’s safety. Becaus...
iProspect SA: MultiChoice teams up with Udemy
In a move to empower customers across the continent with impactful and functional skills, Africa’s leading entertainment provider, MultiChoice, partnered with Udemy, a global leader in online le...
iProspect SA: The SuperSport App Experience
iProspect was tasked to launch the impressive SuperSport app experience to eagerly awaiting African audiences. They embarked on a launch strategy to target their key regions of South Africa, Nig...
Red Star SA: SOL - Taste the Sun
After Sol launched the Sun as their ‘brand ambassador’, digital out-of-home creative was updated in real-time with appropriate brand messaging, triggered by key weather changes.
iProspect SA: You Belong; The Fragrance by Brutal Fruit
This is a story of differentiation, to showcase Brutal Fruit as a brand of distinction, by delivering deeper brand meaning & value.
Brutal Fruit chose to dial up their sophistication ...
iProspect SA: Santam TV Integration into Kings of Joburg
Where Content and Technology powerfully intersect, this is where we connect.
In a first for South Africa, we plugged Santam into the critically acclaimed Netflix original TV series, crea...
Carat SA : Absa Snapchat Artificial Reality Game
A bespoke Snapchat game designed to demonstrate how Absa makes your money go further by teaching younger consumers the value of good banking practices.
Carat SA: NIVEA Perfect & Radiant #RoutineRoutine
NIVEA joined forces with award-winning musician, Sho Madjozi to create a truly interactive participation platform that created authentic, two-way communication between the brand and their younge...
Posterscope Kenya - The Travelling Stand-up Case Study
The Safaricom Let’s Keep Going Campaign was launched in a bid to improve Safaricom’s brand NPS.
Red Star: Heineken - When You Drive Never Drink
Heineken has prioritized leading the conversation about drunk driving to make a difference. They aim to change the drinking and driving behaviour in SA by disrupting key moments associated with ...
Carat SSA – Malta Guinness- Maltavator show
A Pan-African mind and body challenge was created to enable consumers to Fuel their Greatness through a game show.
Vizeum SA: Sanlam Conspicuous Saving
In National Savings Month, Sanlam challenged two key SA celebrities to twist their VIP lifestyles.