General information
Country: Belgium
Company: Ads & Data
Client: Alken-Maes, Cristal
Sector: Alcoholic beverages
Time Period:
- Wave1: 5 weeks mid-May to mid-June 2023
- Wave 2: 5 weeks from end of June to end of July 2023
Media: TV, Online video
Campaign objective: Campaign objectives of the beer brand Christal were multiple:
- Generate brand awareness, with a focus on local ingredients and local green power.
- Appeal to younger consumers.
- Reduce ad waste in order to reduce cost per impact.
- Maximize total video reach by integrating TV and online data in a smart way.
Context
Cristal wanted to launch a campaign aimed to appeal to younger consumers and reduce ad waste. They had a vision that they could lower the cost per impact. Data from previous campaigns revealed that the existing TV strategy wasn’t effectively reaching their target audience. Dentsu and Ads & Data devised a media strategy focused on data-optimized targeting across TV and online, combining linear TV, BVOD, and Smart AD to adapt to evolving video consumption habits. his innovative approach – boosted by Dentsu’s Consumer Connection Tool – helped Cristal double its reach.
Creative Minds
Cristal and Dentsu partnered with Ads & Data, leveraging Play brands’ reach among younger audiences and a smart data approach. The campaign was executed in two waves: the first on linear TV, Smart AD, and BVOD, targeting 25-44 year-olds, and the second on Smart AD and BVOD, targeting viewers not reached in the first wave.
This approach, using data-optimized targeting across multiple platforms, maximized reach and minimized ad waste. The innovative combination of linear TV, BVOD, and Smart AD allowed for a more efficient and effective advertising strategy. As a result, Cristal achieved the first-ever measured total video reach on a campaign, combining linear TV, Smart AD, and online video in Belgium.
Teams from Cristal, Dentsu, and Ads & Data were deeply involved in both the production and measurement of the campaign’s effectiveness. Wunderman Thompson (now VML) developed the TV spots and videos. Collaboration with external partners like Telenet, Proximus, and InfoSum was crucial for an accurate targeting in a data privacy compliant way.
Within Ads & Data, the sales team and data experts crafted the overall strategy. Telco partners created viewer segments for linear TV and Smart AD/Addressable TV and matched online viewer segments in InfoSum. Data analysts at Ads & Data created and uploaded these segments into InfoSum, ensuring their use in Smart AD/Addressable TV and BVOD campaigns. The market intelligence team consolidated all campaign data into one deduplicated net reach, ensuring a unified approach to measuring success.
Campaign video
Results
The Cristal campaign highlighted the power of data-optimized targeting across TV and online, linking linear TV to online video and Smart AD. Through close collaboration between data and tech parties, the campaign achieved a cross-platform deduplicated reach, a rare accomplishment in Belgium.
Key results included:
- 4% net reach on 25-44 year-olds with linear TV.
- 58% deduplicated net reach on 25-44 year-olds with the combination of linear TV, Smart AD, and online video.
- 5 times incremental reach by combining linear TV, Smart AD and online video.
- 67% of targeted 25-44 year-olds were aware of the ad, with 65% attributing it to TV.
- Brand awareness among 25-44 year-olds was 95%, with purchase intention among exposed viewers at 58%, compared to 21% among non-exposed viewers.
The campaign was a success, achieving high ad recall, reduced ad waste, and significant uplifts in brand KPIs. It demonstrated the effectiveness of a data-optimized targeting approach and the importance of combining traditional and modern advertising methods. The success has led to similar strategies being adopted by other clients, laying the groundwork for future data-driven advertising strategies.
The campaign received diverse recognition in 2024: it won the CommPass AMMA award in the category ‘Best Use of Data’, IAB Mixx award in the category Effective Use of Data and the case was nominated as a finalist in the Martech Category of the I-Com Data Creativity Awards.
It utilized 100% local first-party data, strengthening the local ecosystem and countering the dominance of large international platforms. This case illustrated that a well-thought-out data and video strategy can achieve significant reach among younger audiences via TV, highlighting the need for a cross-media measurement system, which is a project currently under development in Belgium.