Posterscope, JCDecaux, Primesight, Clear Channel & Ladbrokes

Case study

"The partnership allowed Ladbrokes to create highly personalised campaigns"

Overview
In April 2014, Posterscope ran an OOH marketing campaign for Ladbrokes, utilising NFC and QR enabled six sheets across multiple OOH owners – JCDecaux, Primesight and Clear Channel. The campaign was deployed across 1700 UK sites and was designed to encourage consumers to tap to download the Ladbrokes app on their mobile phone to receive a £50 free bet.

Solution

To provide Posterscope with aggregated interaction data across the full campaign, Proxama’s TapPoint® platform was utilised to host and deliver consolidated campaign content, including location logic and analytics. Proxama joined forces with technology provider zappit to enable a more targeted and personalised approach through centralising, evaluating and distributing big data across the full campaign.

The Ladbrokes campaign comes as a result of a collaboration between Proxama, Posterscope and zappit to deliver smarter OOH outdoor marketing campaigns across multiple media owners, to enable brands to compile information about their customers so that they can send personalised offers and plan future campaigns via vouchers and coupons.
The campaign ran for a two week period:

  • 1109 interactions in total
  • 79 interactions per day
  • The most popular time of engagement was between 2-3pm