Lenovo, Posterscope and Total Media win best use of Data and Insight at Clear Channel Awards

Posterscopeand Total Media’s OOH campaign for Lenovo won the Best Use of Data and Insight category at the Clear Channel Planning Awards which took place on April 28th 2015.
The judges said of the campaign “Yoga 2 provided an interesting story with great insight and their application to a physical location and site selection was impressive.”
Campaign entry summary
In a highly competitive market, Lenovo needed to raise consumer awareness and build emotional connections around the brand, as well as specifically launch its multi-mode Ultrabook, the Yoga 2.
Insight showed the target Millennial audience used their smartphones to visit websites more frequently than any other group, with a high percentage of people completing online research before making their purchase in a physical store.
In light of this information, Out of Home (OOH) ads were placed in virtual tech hotspots – areas where planners knew the target audience would be actively searching for products on their mobiles.
Partnering with EE provided a vast amount of data about customer’s movements and mobile usage by location. By focusing on related technology and retail sites, 22,000 previously unknown and unidentifiable virtual Millennial hotspots were created.
These hotspots were overlaid on current proximity 6-sheets, not only demonstrating where the highest impressions could be delivered against the desired audience.
Point of sale was still important to the campaign and 25% of the 6-sheet frames were moved into Millennial hotspots, achieving a stronger combination of panels distributed to the audience’s behavioural habits.
Results
The results were spectacular and demonstrated the value of using an innovative data approach. The OOH effect (from control vs. test) was tripled in the EE hotspots when looking at key metrics.