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.



Good Different: How ALDI defied gravity by going long.

Brand: Aldi
Client: Aldi Australia
Agency: BMF

How Officeworks outsmarted the competition over the back-to-school season

Over the back-to-school season, Officeworks wasn’t just a smarter store choice—it also delivered a smarter campaign. A combined approach of brand building and sales activation, implemented together with an Australian media first, drove us to commercial success. Key products sold out faster than was forecast, and Officeworks grew sales by an impressive XXX far outweighing the 2.1% growth in the wider retail sector.1 This campaign not only delivered impressive short-term effects; it also shows how going beyond just simple product and price messaging during a trade period is more effective, and positively impacts brand perception.

Brand: Officeworks
Client: Officeworks
Agency: AJF Partnership

Premmie Proud

This entry demonstrates how a Challenger brand can take on a dominant category leader and win with a budget of only $100,000. It did so via a deep psychological understanding of a complex and traumatised target audience; those that gave birth to babies prematurely. It harnessed new technology to reduce their grief and guilt in a way that was creative, and truly beneficial. Out spent 14:1 by Huggies, the Premmie Proud initiative increased sales 13%, as well as having a positive effect on the performance of the BabyLove Masterbrand.

Brand: BabyLove
Client: BabyLove
Agency: BWM Dentsu

2019_me_2019_e-3610-340_hero_1 Kings Island Using Data to Make the Park Personal
2019_me_2019_e-4250-978_hero_1 AT&T It Can Wait It Can Wait: The Faces of Distracted Driving
2018_au_2018_58_hero_1 Canadian Club How questioning the unquestionable breathed new life into Canadian Club

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