Golden Arrow is a contest for marketing tools and activities that since 2006 has been designing benchmarks for the entire industry. From among the presented projects, the jury, composed of marketers and representatives of specialized agencies, choose the most effective and innovative ones.
A list of the award nominees has been published on #GoldenArrow website during the weekend. #FeelAustria campaign implemented by Selectivv and Screen Network for The Austrian National Tourist Office was nominated in Personalization category. This is the second nomination of the campaign implemented by Selectivv for Golden Arrow award - in 2017, the Gripex Możesz! campaign was nominated and honored in the Digital marketing - mobile marketing category.
#FeelAustria campaign promoted tourist offer in Austria. The main objective of the activities was to increase the interest in the offer of winter trips for highly specified recipients. To reach the group with the most potential, we have defined the following profile:
Using the SaaS Selectivv Viewer solution, we determined the advertising potential of the location in the largest cities in Poland, where Digital Screen Network screens are located. In the campaign, we used only places with the highest advertising potential (i.e. the most users with a specific profile stayed in these locations during the year). We broadcast advertising there both on digital media and on mobile devices. Using the Selectivv Geotrapping® service, we collected a database of people who clicked on the creative on mobile device and later we realized the second stage of activity - retargeting. It consisted of the issue of advertising on smartphones and tablets regardless of the current location of recipients.
During the month of the campaign, out of 8 000 000 digital screen recipients, we reached about 70 000 users potentially interested in going to Austria. The unconventional solution allowed us to reach the audience of mobile advertising at the level of 29.83%.
#FeelAustria is the first campaign in Poland that integrates mobile and outdoor advertising. We have combined rich media mobile advertising (8 and 10-second video spots) and Digital OOH located in urban space. As a result of using these two media and Big Data with Selectivv DMP, we have determined and reached the right recipients optimally and effectively.
The winners will be announced on 18 June during a gala to be held in Warsaw. Keep your fingers crossed!
