Cadreon Wins an Adweek Project Isaac Award for Media Buying!
From Adweek’s “Check Out the 26 Boldly Inventive Campaigns That Won This Year’s Project Isaac Awards” article.
Cadreon: Dodge Ram, Hyper-targeting Insights Enabler
Faced with a limited budget and not a ton of inventory, IPG Mediabrands’ programmatic arm, Cadreon, in Mexico City looked to boost sales for the Dodge Ram 700. It started by identifying three male target groups: business owners, men visiting multiple branches and young entrepreneurs. Cadreon then set about geo-fencing supply centers with a mobile campaign that followed the targets wherever they moved, adding on digital out-of-home media screens programmatically linked to Cadreon’s trading desk. TV ads purchased programmatically by postal code optimized reach and frequency. The result? Reach surged 300 percent for all three targets, while purchase consideration rose 10.6 percent versus traditional buys. What’s more, brand recall was up 4.6 percent. Ultimately, Dodge dealers reported a 200 percent sales increase for the model versus the year prior. —M.B.