BP Netherlands
DCO campaigning for BP Netherlands with a strong combination of dynamics
BP Netherlands
DCO campaigning for BP Netherlands with a strong combination of dynamics
Agency
Mindshare Netherlands
Agency
Mindshare Netherlands
Categories
Prospecting, Retargeting
Categories
Prospecting, Retail
Dynamics
Browser Language, Geo Location, Hour of Day
Dynamics
Browser Language, Geo Location, Hour of Day
About the case
About the case
The Challenge
Creating a campaign, selling the new BP Komfort Card to fleet owners. To sell the card, we will use triggers based on time and location to personalise the message. Once the user signs up for the BP Komfort Card, they will be put in a retargeting segment. We use this segment to up sell the BP Fleetmove App, available for smartphones and tablets.
Using the location and time of a user, we needed to make sure that all content is displayed in the right language. It would be either Dutch or English, based on the user’s browser settings.
The Challenge
Creating a campaign, selling the new BP Komfort Card to fleet owners. To sell the card, we will use triggers based on time and location to personalise the message. Once the user signs up for the BP Komfort Card, they will be put in a retargeting segment. We use this segment to up sell the BP Fleetmove App, available for smartphones and tablets.
Using the location and time of a user, we needed to make sure that all content is displayed in the right language. It would be either Dutch or English, based on the user’s browser settings.
The Strategy
We decided to create one creative template which handles all the dynamic data for mobile and desktop. In this template, we needed to combine the language, time and location to form a customized message. Depending on the browser language, the banner would retrieve different content from LemonPI. The languages supported were Dutch and English.
To make the message even more adaptive, a different message was served for mobile users. Sadly, geo location is not that accurate in the Netherlands due to strict privacy rules. If a user gets served with this banner while on an iPhone, the banner’s copy would change from “Here and now, in Amsterdam” to “Here and now, on your iPhone”.
The Strategy
We decided to create one creative template which handles all the dynamic data for mobile and desktop. In this template, we needed to combine the language, time and location to form a customized message. Depending on the browser language, the banner would retrieve different content from LemonPI. The languages supported were Dutch and English.
To make the message even more adaptive, a different message was served for mobile users. Sadly, geo location is not that accurate in the Netherlands due to strict privacy rules. If a user gets served with this banner while on an iPhone, the banner’s copy would change from “Here and now, in Amsterdam” to “Here and now, on your iPhone”.
The Results
Dynamic Creative drove
%
higher Swipe Through Rate
than traditional cube creatives
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