Project Overview
CAASie is an ad-tech start-up that provides companies, like Murmur, the platform to advertise out of home, via billboards across Australia.
Caasie
Using Out Of Home to Build Awareness in Casual Audiences and Drive Ticket and Membership Revenue
Services we delivered
The Challenge
Connecting with Fans During COVID-19
With the A-League season riddled with COVID-19 related cancellations and restrictions, Football loyalists were disjointed from their club’s schedules and casual fans were disengaged with the season.
When capacity restrictions were finally lifted, the Western Sydney Wanderers needed to communicate to football lovers that the A-leagues biggest Derby of the A-League season was going ahead full steam.
Murmur was tasked to encourage Wanderers Members to get to the game but also spread the word in broader audiences to encourage football first-timers and casual fans to attend the live event.
A key component of our media strategy was to leverage high impact billboards and high reach gym and petrol station screens across Western Sydney in key geographic locations to create awareness of the game among live event lovers.
Our Solution
Power of Programmatic
Insights derived from club data indicated that a high percentage of the club followers were also players in the middle of their own local footballing seasons so we leveraged video creative screens within gym’s to drive salience in this active audience.
To capture the attention of broad petrol station audiences, we highlighted the immense atmosphere of this historic rivalry by overlaying ads with the roaring audio track of past Derby crowds and commentary.
The power of programmatic allowed us to tailor bidding to each individual screen to stretch media value and ad schedules were created to ensure we were showing our ads in prime time hours.
The Results
Record Breaking Results
Murmur’s media strategy in collaboration with the Western Sydney Wanderers drove an A-League 20/21 season crowd record at Bankwest Stadium.
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of Digital Out Of Home Screen Time
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Content Views across Sydney
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Tickets Sold For WSW
Awards
Mumbrella 2021
Following the CASSie x WSW project, in July 2021, we had the proud honour of taking home the Mumbrella Award for Best Use of Data-Driven Marketing!
This great achievement was made possible due to the hard work and drive our qualified and dedicated team placed into this task for the past year.
Although the award ceremony was held over zoom due to the pandemic, it was a memorable night filled with big wins and champagne.
Testimonials
“Dave and the team at Murmur have been great partners for the past two years and we are thrilled to share this achievement with them.
Working with an agency that truly understands your needs and works collaboratively to create great outcomes is fundamental to the work that we do.”
