NZME & AdsWizz power Corona brand campaign

AUCKLAND, Thursday: A campaign for Corona that delivered 751,000 surf reports to Kiwi beachgoers over the summer is said to have broken new ground for advertisers keen to reach individually targeted audiences based on real time data.

US tech shop Adswizz and NZME brought together location-targeted news style notifications with geo-targeted messaging created in real time and delivered to individual digital audio listeners across iHeartRadio to deliver the summer’s Corona Surf Reports.

NZME leveraged AdsWizz’s technology to run a direct campaign. Using several of AdsWizz’s tools, including Geolocation, integrated NZME segments for age targeting the 25+ age group and Dynamic Content Optimisation with Live Event API from AdsWizz.

“Research told us that surfers care most about location, wind speed and direction, and swell,” said Patrick Roger, vice president of new markets for AdsWizz.

“So, we built a platform that takes live weather and surf conditions from New Zealand’s top 20 surf beaches, matches those conditions against a database of pre-recorded combinations for each condition set with 16 wind directions, 30 wind speeds, 39 swell heights cross-referenced with 20 locations – creating 6400 different ad variables in all, and we send that out via iHeart Radio to surfers within 20 kilometres of our best surf beaches.

“Right message, right location, right time, right audience.”

“In all, 751,00 ads were delivered over the summer, 95% of them via mobile.

Ray Schultz, Corona, Lion NZ said: “On the face of it the brief was pretty simple – to improve our “brand that appeals to me” relevancy scores by bringing to life our iconic summer themed strapline “from where you’d rather be” in a disruptive and unique way.

“The end result that the Adswizz and NZME teams created with the Corona surf audio was incredibly innovative, and enabled us to reach our audience in an occasion based relevant manner.”

In all 751,00 ads were delivered over the summer, 95% of them via mobile.

NZME head of digital audio James Butcher said: “We’re seeing more brands look to digital audio as a core part of their marketing activity. Growth has been exploding overseas, and NZME’s perfectly positioned as that shift gains momentum in New Zealand.

“The Corona Surf report campaign is a perfect demonstration of how NZME can deliver the best of digital and radio, stitched together with innovative use of data in a way that delivers highly personalised audio content, connecting advertisers with hyper relevant audiences.”

The Corona Surf Campaign was recently named as a finalist in the INMA Global Media Awards. Corona Lion NZ are now planning to relaunch the campaign for the up-coming ski and snowboard season.

CREDITS

NZME
Group Account Director: Matt Tattle
Senior Account Director: Greg Plant
Agency Digital Sales Manager: Saj Patel

Mediacom
Senior Account Manager: Mediacom, Amy MacKinnon
Content and Partnerships Director: Mediacom, Julia Evans
Account Manager: Monster Children Creative, Ben Murgatroyd

Lion NZ
Senior Brand Manager: International Beer, Lion, Kerry McKenzie
Brand Manager: Corona, Lion, Ray Schultz

About AdsWizz
AdsWizz has created the end-to-end technology platform that is powering the digital audio advertising ecosystem. AdsWizz is the underlying monetization solution for well-known music platforms, podcasts, and broadcasting groups worldwide. AdsWizz is owned by SiriusXM, and is headquartered in San Mateo, California, with a technology development hub in Bucharest, Romania.

• www.adswizz.com