The purpose of the action organized by Cupsell.pl - online clothing store, together with Movember Polska was to reach men and draw their attention to the problem of testicular cancer and to encourage systematic examination of organs.
The campaign was conducted using data from the mobile channel, obtained and analyzed in real-time by Selectivv and broadcasted on digital screens of the Screen Network. By default, the generic creative was displayed, but if a person with a specific profile was entering the radius of the visibility of LED screens, an advertisement with the content matched to it was displayed.
As Aleksander Luchowski, the co-CEO of Selectivv, emphasizes:
"In our Selectivv DMP database, we have quite carefully profiled 14 million users of mobile devices in Poland. We obtain this information from 200 000 mobile applications and 15 million websites. By using our Geotrapping® technology, we decided to support the campaign by reaching with a message to a very precisely defined target group. We have selected three user profiles from the Selectivv DMP database: 1) men aged 18-35 who have not visited a medical care center for the last 12 months, 2) women aged 18-35 who are in a relationship and like shopping, 3) men over 45 who did not visit medical care center for the last year. Participating in the campaign on prevention of testicular cancer, we decided to show new opportunities of using Big Data and location data in a social project."
People who have not been in a medical care center for the past 12 months have received a message beginning with: "We know that you have not done well for a long time", while men over 30 have received the message: "It's time to do yourself good in your age".
4Fun.tv television and popular influencers were also involved in the campaign.
