RE/MAX is a real estate franchisor with ~140k agents in more than 110 countries worldwide. It wanted to drive brand awareness in South Africa among young professionals with its multi-channel campaign, "Dream up the life, we'll find the home".
In order to capture the most relevant audiences at scale, RE/MAX leveraged the power of programmatic digital out of home (DOOH) to activate its attention-grabbing display which incorporated larger-than-life 3D visuals, created by AdMakers International for its marketing agency Mark1.
The campaign was the world and industry’s first programmatically activated anamorphic video campaign. Utilizing the benefits of the Hivestack Demand Side Platform (DSP), Mark1 was able to take full control within one consolidated dashboard where it uploaded creative, set and controlled campaign parameters and scheduled the campaign to go live in specific locations. The objective was to ensure the campaign played when target audiences were in proximity of the screens. Through the same dashboard, Mark1 was also able to monitor and optimize delivery, streamlining the entire DOOH buying process.
The campaign appeared at the iconic Victoria & Alfred (V&A) Waterfront in Cape Town via V&A appointed media owner, Innovocean, integrated in the Hivestack Supply Side Platform (SSP). The creative execution showed inspirational larger-than-life imagery that appeared to be emerging from Innovocean billboard screens.
Remi du Preez at Innovocean said, “Innovocean strives to push the boundaries of DOOH, finding innovative ways to activate complex and exciting campaigns. Our collaboration with Mark1, Hivestack and AdMakers International for client RE/MAX of Southern Africa has been a fantastic experience, with each party bringing their expertise and experience to the table. We hope this campaign inspires others to explore out-the-box executions that merge creativity and technology."
Shannon Delaporte, Managing Director at Mark1 said, “Having access to both media and creative specialists allowed us to take advantage of innovative media opportunities in a creative way. This has been an exciting project for all of us; most certainly the start of many to come.”