Dynamically

Project Isaac Awards
Meijer Taps Local Data for Dynamic OOH Messaging
Our Client Meijer
» Grand Rapids, Michigan-based
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retailer
Operates over 200 supercenters and
grocery stores throughout:
Michigan
Ohio
Indiana
Illinois
Kentucky
Our Challenge
Meijer had been spending money against out of home
(OOH) but had focused on permanent/yearlong
billboards (perms) near current store locations.
With a large portion of the OOH budget redirected
toward other media channels, Empower needed to
show how an innovative approach to OOH can drive
local business and integrate with other media efforts.
Insights
» Relevancy is the key to drive direct response
» Advertising is most impactful when consumers see
what they want, at the right time and in the right
location
» So… Let consumers dictate what, when and where
An Industry First…
Empower and Meijer took an online display process and evolved it into an
OOH process and consequently let the consumer select the sales message.
We worked with partners to syndicate sales products from its online circular
by dynamically feeding products to digital boards via an applications
programming interface (API). Products featured throughout the day changed
hourly and dynamically by utilizing wisdom of the crowd (WOC) technology.
WOC is an online display process that feeds products into digital display ads
based on high consumer engagement on Meijer’s online circular.
Print
Meijer.com
Online Display
Digital Outdoor
Content Syndication Process
Local Paperboy
Delivery
Versioned Local
Promotions
OOH
Smart Delivery
How We Did It
Step 1: Inventively Reallocate Budget
Reallocate Meijer’s OOH budget from a full-perm plan
to a twofold yearlong campaign including:
» Strategic seasonal digital boards
» A hyper-local targeted perm plan
Step 2: Develop Innovative OOH Strategy
Develop a Meijer 2011 OOH strategy by:
» Creating synergies across channels
» Engaging customers through relevant messaging
» Identifying key selling seasons with potential for
highest impact on sales
» Prioritizing key markets with highly competitive
conditions and/or sales challenges
Step 3: Create Inspired OOH Messaging
Evolve the seasonal OOH execution to incorporate Meijer’s
circular sales content on digital boards
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Based on consumer interest: All featured sales content will have
qualified for inclusion on OOH digital boards based on WOC
Locally: Featured products and price points that are market specific
Dynamically: Products available for display change hour-by-hour based
on API availability and creative business rules
Based on weather and date/time: Weather, temperature and date/time
dictate which products and departments to feature
Scenario 1: Grocery Category API
API set to a specific category within
Meijer’s weekly circular. In this case,
grocery. If locals on the eastern side
of town are searching online for
milk, nearby digital boards display
milk.
The API is set to the same category,
grocery. If locals on the western side
of the same town are searching
online for mangos, nearby boards
display mangos.
Scenario 2: Weather-Triggered API
If it is above 60 degrees, API
switches to lawn and garden
products, and nearby digital boards
display the most popular items
based on WOC, such as annuals.
If it is below 60 degrees, API
switches to grocery products and
nearby boards display the most
popular items based on WOC, such
as paper towels.
Scenario 3: Event-Specific API
If it is not within a specific sale’s
timing, API switches category within
Meijer’s weekly circular. In this case,
school/home/office. Nearby digital
boards display the most popular
products based on WOC, such as
notebooks.
If it is within specific sale’s timing,
API switches to sale products, and
nearby digital boards display the
most popular items on sale,
including a countdown to the start
and end of the sale to drive urgency.
Media Details
Spring Lawn and Garden Season
» Media: digital bulletins
» Total number of units: 34
» Markets: Detroit, Columbus, Cincinnati
» Timing: 4/4/11 - 5/8/11
» Empower and Meijer partners: Lamar (Detroit,
Cincinnati), Clear Channel (Columbus) and CBS
(Detroit) for OOH, plus PointRoll’s ShopLocal for
content syndication
» Total campaign impressions: 68,473,636
Spring Lawn and Garden Business Rules
1. If Sunday through Saturday, default to ‘grocery’ API/WOC if under
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60 degrees and/or if it’s cloudy; use grocery creative
If Sunday through Saturday and it’s over 60 degrees and not
raining or cloudy, run ‘lawn and garden’ API/WOC; use lawn and
garden creative
If the weather is currently raining no matter what day it is, run
the static “weather alert” creative; use weather alert creative
Sample Grocery Creative
Sample Lawn and Garden Creative
Weather Alert Creative
Back-To-School Season
» Media: digital bulletins
» Total number of units: 34
» Markets: Detroit, Columbus, Cincinnati
» Timing: 7/25/11 - 9/4/11
» Empower and Meijer partners: Lamar (Detroit,
Cincinnati), Clear Channel (Columbus) and CBS
(Detroit) for OOH, plus PointRoll’s ShopLocal for
content syndication
» Total campaign impressions: 65,925,636
Back-to-School Business Rules
1. If Sunday through Saturday, default to ‘school, home, office’
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API/WOC; use BTS creative
On sale dates, default to ‘Super Sale’ API/WOC and include
countdown to day of sale and then countdown to end of sale; use
Super Sale creative
Sample BTS Creative
Sample Super Sale Countdown- Starts Creative
Sample Super Sale Countdown- Ends Creative
Campaign Wins
A First-of-Its-Kind Campaign
» Consumer-Driven: Meijer was the first advertiser to localize relevant sales
messaging driven by consumer popularity in real-time.
» Dynamic Relevance: The campaign was the first to dynamically feed
ShopLocal content onto digital OOH billboards.
• The billboards successfully delivered relevant content in relevant conditions
» Message Integration: Integration aligned print messaging with two media
worlds: out of home and online display
» True Collaboration: This project synchronized three unique vendors and
Meijer’s content management partner to work through connection and
new technology hurdles
A First-of-Its-Kind Campaign
» Smart Strategy: Empower successfully implemented multiple unique
communication strategy rules
• Grocery, back-to-school products: Real-time rotation of products throughout
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the day based on popularity
Lawn and garden products: Changeover from grocery to lawn and garden based
on specific conditions, which were defined as 60 degrees or greater and no rain
Weather alerts: Static ads designed with weather relevant creative triggered
only when it was raining
Countdowns: Live countdown 24 hours prior to start of Meijer Super Sales and
countdown to end of Super Sales
» Mission Accomplished: Empower’s task was to show how an innovative
approach to OOH can drive local business and integrate with other media
efforts. In fact, we created an industry first!