Essent used a smart, data savvy approach to reach the target audience during a hard lockdown. The campaign has been nominated for a DIA award.
Essent’s in-house digital team faced a big challenge during the January lockdown: how to still reach the target audience? By combining data with programmatic out-of-home, Essent managed to reach the audience in an effective and efficient way, even during the strictest lockdown in The Netherlands.
A lockdown-proof targeting approach was created by combining Essent’s first party target audience data with Sage + Archer’s mobile data on traffic across locations. This outlined the out-of-home opportunities for reaching the target audience. In some locations it proved difficult to realize sufficient reach during the lockdown. These locations were complemented with a higher volume location-based mobile display tactic to ensure the required reach was realized.
The smart use of multiple data sources and connecting these to the inventive Programmatic DOOH possibilities Sage + Archer has to offer, Essent met its objectives. 1,5 million people were reached and the programmatic DOOH campaign realised an uplift of 14% on top-of-mind awareness. The campaign has been nominated in the category data at the Dutch Interactive Awards 2021.