The NewcastleWorld campaign illustrates how OOH is evolving beyond big-brands and long placement. Using dynamic data planning the client was able to activate hyper-geo DOOH aligned with mobile retargeting for just one-day.
NewcastleWorld is a news website with a focus on sport from JPIMedia serving Newcastle upon Tyne. Following a flurry of signings in the transfer window, including internationals from England and Brazil, the client wanted to harness the goodwill factor surrounding the club and raise awareness of the website. Working with Bonded and Regital a one-day OOH campaign was deployed across Newcastle underpinned by cookieless, audience insights from mobile network data.
Activity was designed to target Newcastle fans before and after a home match against Aston Villa in February 2022. Leveraging anonymised mobile network data, NewcastleWorld were able to identify who Newcastle fans were, and more specifically, where they travelled from on matchday.
The research and groundwork allowed for greater return on reach which was essential for a new to market, hyper-localised awareness campaign.
Using data insight and map-centric modelling we were able to analyse OOH screens score against specific football audiences and spatial data. This allowed the selection of the most effective times and places to activate DOOH activity. NewcastleWorld was able to cover off transport hubs and commuting points around St James’ Park stadium, with timed activation based upon kick-off to coincide with audience movement. NewcastleWorld was able to dominate the city centre for a fraction of the cost a traditional media buy.
People who had been exposed to the large-format ads, were re-engage with proximity ads when they had more time for consideration at home. Aligning DOOH and mobile retargeting using the same dynamic data allowed both channels to work seamlessly together.
The campaign ran on over 200 screens on the day of the campaign, and helped produce the best day of page view performance ever for NewcastleWorld.com with organic traffic up +219%
Achieving such an uplift was beyond initial expectation. The OOH matchday activation was really innovative and succinctly targeted to maximise budget. It was a huge part in allowing us to achieve positive results and effectively our best day of traffic. This was a significant win for NewcastleWorld, both on and off the pitch.