SCENTRE GROUP BRANDSPACE & OPTUS

- AUSTRALIA, 2019 -

BACKGROUND

BrandSpace is a specialist division of Scentre Group, the company which owns and operates the pre-eminent Westfield living centre portfolio in Australia and New Zealand. It offers retailers and brands a powerful range of marketing solution platforms to connect with a large and valuable customer audience, accounting for more than 535 million annual customer visits.

In 2014,  Scentre Group BrandSpace designed and developed  the SmartScreen network, a media portfolio of thousands of screens located within 41 Westfield  living  centres. All SmartScreens are equipped with Quividi’s platform and positioned to influence every customer journey.

Optus is Australia’s second-largest telecommunications group, with more than 10 million subscribers and 350 Optus Yes stores. Many of these stores are situated in Scentre Group’s platform of 41 Westfield living centres, making these environments critical to overall success.

Quividi is the World #1 audience & campaign intelligence platform for Digital Signage and Digital Out of Home, with 600+ customers analysing billions of shoppers every month, across tens of thousands of screens.

OBJECTIVES

For the launch of the new Samsung Galaxy S10 smartphone, Optus wanted to test how using Quividi’s Audience & Campaign Intelligence Platform to optimise the targeting of a Digital Out of Home message to various demographic audiences would help increase shoppers’ engagement across Westfield living centres in Australia.

RESULTS

Serving targeted messages created higher engagement and cut-through. But what made this campaign a first-of-a-kind for Australian DOOH industry was its extra use of data science to gather unique insights that let Quividi deeply analyse all the audience dynamics, and attribute effects of the contextualised content strategy on brand engagement and in-store behaviour.

Some of the key results include:

– Audience Growth: Targeted messages had 65% more watchers per play compared to the network benchmark.

– Increased Audience Engagement: Targeted messages yielded a 29% uplift in average attention time from the target audience.

– Reaching the right audience: Targeted messages are 32% more efficient at reaching the target audience.

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