Data-driven media is the application of data and technology to identify and match the right audiences to the right message at the right moments.
Anticipating Hungry Moments
To drive McDelivery orders this World Cup season, McDonald’s, OMD Hong Kong and Google have come together to reach excited football fans when they are most hungry. Through the market-first application of Google’s Real-Time Trigger with a Data Management Platform (DMP), McDonald’s can anticipate the “hungry moments” during matches ahead of the competition and entice fans with their favourite menu items.
Brand: McDonald's (McDelivery)
Client: McDonald's Hong Kong
Agency: OMD (Hong Kong)
How not worrying about data took Telstra Pre-Paid from decline to growth
This is the story about Telstra taking on its competitors on their turf and winning.
By tapping into young Australians’ latent anxiety around data in an entertaining way, Telstra was able to connect with this fickle audience, resulting in its most successful pre-paid campaign on record. The digitally-led campaign stemmed the long-term decline and even put Telstra Pre-Paid back into growth.
All this, despite a significant price premium in a commoditised category, an audience that saw Telstra as a brand for their parents, and a string of national network outages.
Agency: The Monkeys