This week luxury watch brand Seiko begin a unique digital campaign at Heathrow Airport targeting passengers flying to Baselworld, the most important marketplace and trendsetting show for the world's watch and jewellery industry.
Utilising JCDecaux’s SmartCONTENT system, Seiko are able to specify exactly where and when their advertisement is displayed across Heathrow’s gateroom digital network based on live data. Using Heathrow’s API data feed, SmartCONTENT will identify the precise time of day and exact gateroom location of flights departing to Basel and Zurich, only displaying the content once the gates are open for boarding. This smart campaign will allow Seiko to precisely target the industry experts and potential customers flying out to Switzerland for Baselworld, without the wastage of a full gateroom digital campaign.
JCDecaux Airport’s new CPT model enables advertisers to target an extremely specific audience group based on when and where they are flying, avoiding wastage and allowing for personalisation of content, whether that be language specific copy, tailored messages, or precise end-destination weather information.
Rob Elms, Sales Director, JCDecaux Airport said: Dynamic digital allows brands to not only achieve much tighter targeting through buying a particular audience against an agreed CPT (thus reducing wastage and increasing efficiencies), but also to deliver a bespoke message to that particular group of individuals. It’s therefore very exciting to see how Seiko are utilising these capabilities to target a unique audience of high net worth individuals that are travelling out to Baselworld. This type of targeting puts the audience at the centre of the media buy, as opposed to the traditional blanket approach of buying a period of time, which delivers a much better ROI.
Seiko’s digital campaign will run for 2 weeks across Heathrow Terminal 2 and 5 and was booked by PSI through JCDecaux Airport.