Scotland’s first programmatic DOOH campaign

We worked with the tattoo to increase brand awareness and sell tickets.

The Royal Edinburgh Military Tattoo is an iconic annual event. An integral part of the Edinburgh Festival, it has a global TV audience of around 100 million people, and over 200,000 people attend each year.

We combined the data intelligence of digital with the reach of out-of-home

With a theme based around celebrating the Kaleidoscope, we built a sophisticated campaign, combining data insight from digital intelligence, with the huge reach of Out of Home.

Using railway station hero sites, mixed with programmatic marketing intelligence, we were able to dominate key target areas such as Edinburgh, London and the northern corridors. To maximise budget, the campaign only ran on hero sites two days per week, while consistently amplifying the campaign on programmatic DOOH and digital channels.

DOOH hero sites increased brand awareness

Activity was most effective around core rail routes. This was anticipated on the routes into Edinburgh, but activity around other routes from London Waterloo to Cardiff and the South East coast, show the hero sites were effective at driving wider reach and engagement.