Faced with the familiar marketing challenge of reaching as many potential customers as possible, innovative Australian apparel brand Modibodi turned to oOh!media and the DataScience team to help plan and drive their first integrated Out of Home advertising campaign.
Our solution was a multi-faceted one, which enabled Modibodi to take its empowering message to the public – across road, retail and commute assets in New South Wales, while launching three eco-conscious pop-up stores in Victoria, Queensland and NSW.
As part of the solution, oOh!’s Datascience specialists developed a bespoke consumer segment for Modibodi in combination with our exclusive partner Quantium and used our proprietary planning tool Smart Reach to design an optimised advertising schedule that reached 74% of the new segment in Sydney.
With this powerful data at our disposal, we were also able to index and rank our shopping centres, enabling the selection of the three specific centres used for the pop-ups. Further support for the stores was provided by oOh!’s Experiential team, which managed their activation.
The pop-ups themselves reinforced Modibodi’s environmental credentials by being made entirely of upcycled or biodegradable materials, including eco biodegradable wallpaper made by oOh! Print.
Modibodi also chose to use oOh! Print’s recyclable skin on the classic billboard site for the campaign.
This campaign as a whole was also supported by tailored activity on oOh!’s Junkee youth publishing platform, further reinforcing the brand messaging.
“Using oOh!’s integrated solutions to bring the different facets of this campaign together, and their data analytics to reach the consumers we want to talk to, gives us a real advantage that helps us build our business and drive awareness in very effective ways.”
Kristy Chong, Modibodi’s Founder and CEO.