Case in point
Scania traffic
Programmatic campaign for Skånetrafiken
Background: Skånetrafiken is a public transport company in the Scania region
Brief: Long-term goal: Get more commuters to use public transport
Scooping:
Focus on showing the right message to the right people at the right time, through the following elements:
- Tailor-made Geosteering directly aimed at different types of target groups such as: Commuters, young people, non-commuters, occasional travellers, pensioners, etc.
- “Always on”-campaign.
- Fast & Flexible – especially compared to the competition, which was one of the many reasons we won this client over their previous media agency.
Channels:
Programmatic based on the target group, geography, and time management.
Results
The first campaign was a local campaign where we would attract football fans to go to the municipal derby between Malmö and Helsingborg. The existing agency had a lead time of 3-4 weeks but we were able to resolve the request in a few days. The result was an increase of municipal travellers to the football match by almost 20%
In the longer perspective, we created a completely new strategic platform where a variety of data points were connected to create relevant campaigns. The key was to communicate with the right person at the right time with the right message. Existing commuters received confirmation of a good choice, while pure “try on” offers went out to non-existing commuters.
