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Case Studyon
Georg Jensen
Georg Jensen sought to re-establish a connection with audiences offline and in store, as well as drive brand awareness and sales for the target audience.
The campaign objective
In line with Georg Jensen’s latest Fusion Jewellery range, the campaign to re-establish a connection with audiences offline and instore, as well as drive brand awareness and sales for the brand amongst the target audience. In addition, it was also important for Georg Jensen to drive a positive outcome for the brand by tapping into premium environments to drive brand perception, as well as drive tangible and measurable results.
The oOh! Solution
In order to meet the campaigns objectives, oOh!media used transactional data to identify a more relevant and targeted audience – Luxury boutique buyers.
With optimised placements and locations within oOh!’s National Enterprise Network, including Airport Terminals, Airport Externals, Qantas Lounges and Office Network, the campaign reached over 250k luxury boutique buyers across the campaign period.
The combination of these premium, long dwell, content enabled environments and the ability to use of full motion digital OOH and video enabled Georg Jensen to engage and capture the attention of this audience when they were in an engaged and primed mindset.
“We needed to prove that OOH could drive a positive outcome for the brand, both enhancing the perception of Georg Jensen in premium environments where our customers could see, relate and aspire to buy our pieces, as well as drive tangible and measurable action. We targeted customers with the audience segment based on their transactions in the ‘luxury goods’ category – amongst people who spend on high end products. Then using transactional data, we were able to measure the campaign – sales uplift, brand and category performance, the number of new customers, age, affluence and more. The results are compelling.”
Anne Sullivan, CEO APAC Georg Jensen
