Driving footfall with data powered multimedia campaign
Boxpark, the innovative retail and street-food concept, was opening its newest park in Wembley. Situated on the famous Olympic Way, and the venue was looking to capture gig-goers and sports fans, as well as locals from the ever-transforming Wembley Park area.
Working with location-marketing specialist Near Mobile, we planned a data-driven media campaign across Out of Home, Mobile, and Search.
Using 100% opt-in location data, Wembley Park visitors were profiled to identify those who lived in the area, those who worked in the area, and those that visited regularly, for example to go shopping in the nearby LDO (London Designer Outlet).
Additionally, these audience segments were profiled based on their interests in topics ranging from sport, to music, eating out, and nightlife, in order to identify those people most likely to be interested in the different food and entertainment offerings at Boxpark.
Audience segments were then targeted in premium publishers across mobile with relevant, location-aware ads; while targeting insights were then layered into Search and OOH to ensure we were serving the right messages to the right people based on how far we knew people were prepared to travel.
Mobile analytics proved that our data-driven marketing led to a 28% increase in footfall, and location insights are now applied across marketing for all of Boxpark’s venues.