Building event awareness for the IAB in order to drive ticket sales.
Over a thousand delegates packed out The Barbican on 15 October to celebrate the IAB's tenth Engage conference. With lasers, a techno remix of 'We've Only Just Begun' by The Carpenters and an appearance by The Hoff, it truly was a show to behold.The IAB utilized Brightmove's TaxiCast in order to drive ticket sales for the annual Engage conference.
The objective of the Internet Advertising Bureau (IAB) Engage campaign was to communicate event awareness in both a general and targeted way and generate ticket interest for this specific event.
The campaign consisted of two teaser adverts; "Everyone's going" and "Are You?" interspersed with 11 geo-fenced areas around 11 key potential media agency clients where the messaging would change to also include the name of the target media agency.
1.5 million adverts were delivered with a total broadcast time of 2,024 hours. The messaging was easy to read and vibrant even at distances of 30 metres + in full sunshine. Strong IAB brand enhancement was gained with an innovation and technology led approach. All of the 11 targeted London demographics were reached. The sale of 16 tickets
"Take a British icon and add 21st century technology and you have one of the most innovative advertising platforms I've seen in a while. With TaxiCast, you can get your message out at the right time, in the right place and in a new way - definitely cutting through the clutter. We were thrilled to work with the team at TaxiCast and look forward to seeing brands get creative
with TaxiCast - a mobile medium in so many meanings of the word."