Plantronics-Poly
Building Awareness of Merger & Name Change With OOH
Objective
Plantronics, a global audio and video technology company that powers meaningful human experiences, communications and collaboration, wanted to drive awareness of their relaunch and showcase their innovative new product portfolio as the company transformed from Plantronics, Inc. into Poly and expanded its offerings. The company wanted to reach a hyper-local global target of global IT/Tech professionals, drive lift in brand awareness and recognition, and increase traffic to its landing page.
Activation
PJX used its data partnerships to craft custom personas of nuanced IT ‘tech decision makers / influencers’ most of whom had a job title of IT Decision Maker (80%) or secondarily Business Decision Maker (20%) in medium to large businesses with a minimum of 250+ employees (businesses with 500+ employees were prioritized). The target was segmented further defined as being either directly responsible for buying technology endpoints and cloud solutions for their businesses or as being in a job function where they could be part of a buying committee for products and services. After crafting audiences and reviewing their journeys, PJX developed a plan that optimized a somewhat limited media budget that needed to be activated within a matter of weeks, and provided a presence against this audience with ongoing continuity. The OOH campaign focused on key moments when business was top of mind during the targets’ journey reaching them in three markets in the US and the UK (San Francisco, New York and London). DOOH was used exclusively with highly select placements at custom launch and sustaining weight levels anchored by a digital “perm” bulletin at the Dumbarton Bridge Toll Plaza that rotated brand and product messaging to maintain a continuous annual presence near one the Company’s (and competitors) main offices. Hyper local digital placements kicked off the effort with a 3-minute road-block (100% SOV) on the world famous NASDAQ screen in New York’s Times Square that live streamed the relaunch announcement. Weighting then dropped to a sustaining level that run over the course of 8 days. The 100% SOV road-block was coordinated to air exactly at the moment the relaunch was publicly announced which coincided with the release of new creative released domestically and internationally simultaneously across three time zones. Digital airport displays ran at the launch in higher SOV levels and then at a sustaining level in two week-bursts over the first segment of the campaign to have a presence in Business clubs at SFO, EWR and LHR airports.
Results
After the first half of the campaign with the majority of the media activity completed, planned targeted impressions achieved tracked 39.8% above plan. The base campaign in the form of the digital bulletin is still on-air and with messaging that constantly changes and continues to serve as an awareness builder for visitors / employees at the company’s San Francisco area’s home base.