IHG (InterContinental Hotel Group) Case Study

Objective: 

Following the announcement of new eased COVID-19 restrictions across multiple Asian markets, IHG wanted to run a programmatic DOOH campaign targeting travelers in Hong Kong and Taiwan. The campaign’s primary objective was to increase IHG’s brand awareness and consideration. 

Solutions:

The campaign ran in Hong Kong and Taiwan and leveraged the Hivestack Demand Side Platform’s (DSP) custom audience segmentation feature to create a target group of travelers comprising of travel enthusiasts or people who have been seen in specific points of interest, such as airports and luxury hotels in Hong Kong and Taiwan. Given the channel's ability to optimize in real-time, IHG was able to activate their campaign to the right audience at the right time.

The campaign was activated on multiple DOOH formats, including billboards, bus shelters, MTR train stations and shopping malls across both countries making this a first multi-market campaign activated from Hong Kong via the Hivestack DSP.

Results:

In order to determine the success of the campaign, a Brand Lift study was conducted to survey 2 different groups - those who were exposed to the DOOH ads (exposed) and those who weren’t (control). The study was achieved by studying the playlogs to determine which device IDs were in proximity of a geofenced screen when the campaign creative was in play.

A Brand Lift Study for IHG Hong Kong proved the following key results for the campaign that successfully delivered over 6 million impressions:

• 42% of respondents recalled seeing the ad 

• 46%uplift in brand purchase consideration

• 1.66x lift in brand awareness and interest