AUSTRALIA & NEW ZEALAND

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Geo-targeted digital out-of-home campaign for Australia Post

Dentsu Mitchell and Posterscope

Dentsu Mitchell was tasked with promoting Australia Post's national parcel collection services. 

Working with Posterscope Australia, the team delivered a dynamic, geo-targeted digital out-of-home mapping campaign promoting the service, and allowing consumers at around 550 out-of-home locations across Australia to geo-locate their closest parcel locker and retrieve maps and directions - an Australian digital-out-of-home first.

Strategy
The media strategy was to utilise a combination of above- the-line and digital channels to deliver the correct messaging at the right time and locations. The missing piece was the geo-targeting. The LivePoster technology was the solution to this challenge.

The Liveposter platform enables digital campaigns to run seamlessly across multiple networks and media owners. It uses a range of available data sources to optimise the communication across the day, week or campaign period and provides full control over the content without the need to individually supply media owners’ systems.

Working collaboratively with Posterscope, an opportunity was identified utilising Liveposter to deliver geo-specific creative dynamically and at scale across DOOH. The campaign allowed consumers to geo-locate the closest parcel collection points and retrieve maps/directions for each location.

Results
This media campaign attributed to an overall increase in MyPost sign ups (10% above forecast) and also an increase in parcel deliveries.

While not all results can be directly attributed to the campaign, Australia Post did experience a 29% increase year-on-year in active parcel locker address customers and parcels delivered per delivery point for parcel locker addresses.