Airwaves Fresh cube cross-platform campaign

Mars wants to drive greater effectiveness from their media investment by better use of data and digital engagement. More specifically, in this example, Mars wanted to expand their target audience and encourage existing customers to purchase more frequently by maximizing top-of-mind awareness close to the time of purchase. We identified a unique opportunity to use data and CTV in this campaign. In Taiwan, there is a unique system relating to purchase receipts. Every time a person purchases goods, they get a receipt. we leverage the purchase data to identify potential ones.

The campaign achieved strong results. 96% completion rate, which is 1.07x higher than the benchmark (90%). The brand lift study also indicated a 25% increase in likability and a 12% rise in purchase intent among those who saw the ad.