Ocean Park Water World
In order to drive footfall traffic and boost ticket sales as a part of its “Water World Go Splash Summer Campaign”, Ocean Park leveraged programmatic digital out of home (DOOH) to target three of its core audience groups. Its media agency, Dentsu X Hong Kong utilized the Hivestack DSPs custom audience targeting capabilities to strategically reach and engage target visitors.
The campaign was activated across two different MTR formats; Digital Motion Panel and Concourse Motion Network.
With a significant focus on audiences, this campaign targeted:
Parents and theme park visitors, using predefined audiences selected from the Hivestack DSP and a new custom audience segment was created that included recent visitors to another local theme park, taking a more competitive conquesting approach. Dentsu X Hong Kong then constructed proximity geofences around their preferred targeting locations, the theme park area in Hong Kong’s Wong Chuk Hang.
When there was a high concentration of its target audience within those proximity geofences, the Hivestack DSP delivered the campaign across select DOOH screens.
Leveraging custom audience data from the Hivestack DSP, social media platform, Facebook, was then used for retargeting audiences with the Water World Go Splash Summer Campaign proving effectiveness of programmatic DOOH and programmatic display within a wider omnichannel strategy.
The campaign successfully delivered planned impressions and witnessed an impressive increase in footfall traffic: :
4.97x lift of in-park visits among audiences exposed to Ocean Park Water World ads.
1,938,085 successfully delivered impressions.
“The results have proven that reconnecting the local audiences with a SPLASH , followed by dynamic and customized creative to the right audiences could help target our audiences in an optimized way.The evolving targeting capabilities from programmatic DOOH has successfully maximized our campaign via outdoor billboards with proven business return .”
-Franklin Law, Head of Marketing, Ocean Park Corporation Ltd.