NB COMMUNICATION USE GEOGRAPHY AS THE TRIGGER IN DYNAMIC CREATIVE OPTIMISATION (DCO) CAMPAIGN FOR PROMOTE SHETLAND
NB Communication commissioned a DCO campaign for Promote Shetland, coinciding with the broadcast of the Shetland TV series on BBC One, reflecting the increasing popularity of personalisation at scale within display advertising.
“If we use audience insight smartly, tech-driven and data rich dynamic creative optimisation provides an opportunity to reset our messaging and build equity enriching media experiences throughout the funnel,” offers Jackie Lyons of Havas Media Group UK, in her Campaign article The New Rules of Recession Planning.
Promote Shetland is the destination-marketing organisation for the Scottish archipelago of Shetland, promoting the isles as an exceptional place to live, work, visit, study and invest.
NB Communication, the marketing agency which delivers the Promote Shetland service, asked us to target a dynamic campaign at three distinct audiences: Nature Lovers, Textiles Enthusiasts, and fans of the Shetland TV series.
We wrote unique copy for each of the three audiences: for Nature Lovers we focussed on the birdwatching, for Textiles Enthusiasts it was Fair Isle Knitwear, and for TV fans it was all about the locations of their favourite TV show.
We used geography as the trigger for this dynamic campaign: the copy across all the ads automatically updated to mention the nearest UK airport that flies to Shetland and the flight time.
The ad targeting nature enthusiasts living close to Glasgow airport performed best with a click-rate that was six times higher than the industry average.
"Working with Silence means we are better equipped to respond to clients looking for more efficiency from their budgets," says Adam Civico, of NB Communication. “Using geography as the trigger for this campaign allowed us to personalise the campaign in a way that really drove performance.”