Goodlife Geo-Targets Down Under
Monday, January 9th, 2012MediaMind recently spoke to Mark Lomas, commercial director of Cadreon in Australia, about a campaign it ran for Goodlife Health Clubs in Australia. Using Smart Versioning’s geo-targeting technology, Cadreon improved the efficiency of Goodlife’s member acquisition by 75 percent.
Q. What was your key goal for this campaign?
A. The key goal of the Goodlife campaign was to reduce the cost per acquisition of new customers.
Q. Tell us about the challenges of the campaign.
A. Goodlife Health Clubs has 40 gyms spread widely around Australia. Most content/sponsorship display campaigns run nationally, which means around 70 percent of impressions or ad spend is wasted – because no-one joins a gym that’s 50+ kilometers away. So, in conjunction with MediaMind we set up a highly relevant, geo-targeted creative campaign that only served ads to users within a five-kilometer radius of
each Goodlife Health Club location. Creative was customized by location, so if a user was near a Goodlife gym in the Sydney CBD, they would see a pop-up asking them to sign up to a free three-day pass to their local Goodlife Health Club at Shelly Street in Martin Place, just two minutes away.
Q. Where did the campaign run?
A. It was all about serving relevant, informative creative messaging to the right users. With limited contextual and location specific environments at our disposal, we relied on audience targeting, profiling and prospecting to find the right users. The approach was to use the qualified nature of the audience and empower the smart creative messaging to create the required level of relevance to induce action.
Q. How did you come up with the creative concepts?
A. We always try to consider campaigns from a user perspective and make it useful to them. Pusher the digital creative agency and Universal McCann Brisbane worked collectively with the client to ensure this relevance was addressed in both message and offer. For gyms, location is one of the most important factors, the other being experience. The creative message developed used dynamic location feed to ensure it was location relevant, whilst the creative call to action was a free three day trial pass to ensure prospective customers could first experience their local gym. The combination was both relevant and enticing.
Q. Was there anything particularly challenging about the campaign?
A. The Goodlife campaign was technically really simple, which is a credit to MediaMind. Essentially you build your data into an Excel spreadsheet and upload it into the MediaMind platform. We then just put in our campaign timing and that’s it. It’s really easy.
Q. How did the campaign perform?
A. Really well. I can’t go into the numbers in detail, but I know Goodlife’s online acquisition activity is running 75 percent more efficiently, significantly reducing their cost per acquisition position and generating far greater volume of new member sign-ups online than ever before.
Q. And click-through results?
A. By using intent-driven, geo-targeted creative with MediaMind technology and the Cadreon system, we’re achieving about the same cost-per-click that you see with search. That’s almost unheard-of for display advertising.
Q. Any other thoughts?
A. Geo-targeting is not a new tool — in fact, it’s one of the oldest forms of digital targeting we have. In saying that, brands could build far more relevance into their messages by ensuring they empower their local assets and find some initial common ground with consumers. With geo-targeting, they can deliver ads that are relevant and useful to a consumer and help cut down on the swathes of wastage in this industry. That can only be a good thing.
