Renault Ambient, Digital, Case study mOOHbile technology in stops with TAP TAP Networks by Clear Channel

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mOOHbile technology in stops with TAP TAP Networks

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Industry Cars
Media Ambient, Digital, Interactive & Mobile, Case study
Market Peru
Agency Clear Channel
Creative Director Edú Perea
Released December 2017

Credits & Description

Original Title: Clear Channel y TAP TAP utilizaron la tecnología mOOHbile en paraderos para Renault
Client: Maquinarias S.A.
Brand: Renault
Commercial Manager: Carlos Rubio
Brand Manager: María Tomey
Idea: Clear Channel Lab
Head of Creativity: Edú Perea
Copywriter: Bruno Calmet
Graphic Designer: Juan Diego Chinchay
Agency: Clear Channel Perú
Commercial Manager: Eduardo Martinez
Key Account: Carla Silva
Account Executive: Jean Pierre Peglau
Head of Marketing: Maria Pía Quintanilla
Geolocation Development: TAP TAP
Director TAPTAP Perú: José Garreta
Media Agency: Havas
Head Adcity Perú: Edgardo Cifuentes
Director: Carmen Rosa Alberca
Planner: Joseph Sempertiga
Published: December 2017
Synopsis:
MOOHbile technology is the new technological development that arises from the strategic partnership between Clear Channel Peru and TAP TAP. This technology synchronizes external advertising strategies hyperlocally in the mobile and allows reimpacting the audience OOH with ad hoc content on their smartphones.
Renault was the first brand to take advantage of this technology. And is that this brand wanted to impact people who do not have the car, so from Clear Channel Lab are used car models in their graphics and geolocalize them.
Through the geolocation of these stops, the people who were within a range of 100 m. were impacted by a dynamic Renault banner that appeared while browsing the Internet. By giving a tap to that banner, they were redirected to the website to see more complete and detailed information.
In this way, the brand was present on the public highway and on the mobile with a new model of interaction with its audience, generating 200,000 impacts on the objective objective with a CTR higher than 1% above the category average. A total reach of more than 60 thousand users was also obtained and it managed to carry 3414 people under its shop, thanks to a physical attribution model.
The union of advertising on OOH with digital advertising on smartphones results in a greater commitment to the user, and allows, through double impact, greater awareness ... With which they bring brands to new conversion possibilities.