Mark Warner is an independent tour operator founded in 1974 that specialises in activity focused holidays, especially for families. They have previously been on TV but not for some years now however they haven’t used addressable TV before.
The campaign had several objectives: to cut through in what is a very busy time of year for competitor activity, to refresh its brand awareness, to increase people searching for the brand and ultimately to drive sales.
A customer profiling exercise was undertaken to ensure we were targeting the right profile of households. The campaign ended up using several data attributes ranging from children, affluence, Experian Mosaics and BARB. The time was taken to get this stage right and it’s ultimately paid off.
122 Sales matched back to Sky Households
8.5 return on media investment
+40% yr on yr increase in brand related searches from when AdSmart went live
“This was our first time using AdSmart and it enabled us to run a highly targeted campaign on a modest budget with minimal wastage. The profiling reassured us we were reaching the right audience, and the campaign delivered strongly on brand awareness and brand searches.
Having proven its success, we’re now looking forward to running more campaigns in the future.”
Anne Williams, Head of Marketing
Back to our great success stories
Please click on any of the sites below to open the link in a new window
