the7stars Successfully Delivers Targeted Multi-Channel Campaign for FREENOW

the7stars has announced the successful execution of a highly targeted multi-channel campaign for Europe's leading ride-hailing app, FREENOW. This the first time FREENOW has utilised Prospero, the7stars advanced programmatic platform powered by Hawk. 

The campaign, which ran this summer from May 22nd to July 9th, 2024, leveraged Prospero’s cutting-edge API mapping technology and open-source data from Transport for London (TfL) to drive cost-efficient scale and impactful audience engagement for FREENOW. 

Tailored technology for maximum impact

The multi-channel campaign was designed to reach and engage FREENOW’s key audiences across various touchpoints, including Digital Out-of-Home (DOOH), Online Video (OLV), and Digital Display. By employing a fluid budget approach and dynamic creative iterations, the campaign was able to adapt to external factors in real time, ensuring that the messaging resonated with the audience at the most relevant moments. Prospero’s activation route was chosen for its ability to deliver efficient buying and flexibility, which were critical as the campaign had a conservative budget. 

A recent study of the campaign’s results has highlighted the positive impact on consumer behaviour. Of the respondents exposed to the adverts, 45% would now consider using FREENOW services, reflecting a 20% increase compared to the control group. Additionally, ad recall was recorded at 29%, with a 15% uplift from the control group to the exposed group. 

Highly accurate targeting

Prospero’s unique open API mapping technology, known for its precision in targeting audiences and geographical reference points to within five metres, played a crucial role in the campaign's success. Working with Hawk, Prospero developed a bespoke API built specifically for this initiative, which leveraged open-source data from Transport for London (TFL) feeds. This API allowed on the spot activation based on the real-time status of tube lines, offering FREENOW as an alternative travel option to audiences when delays were expected, making the campaign highly responsive and relevant. Alongside this, FREENOW’s first party data was harnessed to highlight available cars and reveal the top locations in London, depending on the demand at the time. By additionally utilising a custom audience vector developed across Captify, the7stars was able to implement a highly accurate targeting strategy that effectively reached the top geos. 

As a result, FREENOW accurately targeted its audience, focusing on main profiles such as City Dwellers, Commuters, Fitness Fanatics, and Outdoor Enthusiasts, alongside key interests and moments. This strategic approach not only optimised FREENOW’s media spend but also significantly enhanced the effectiveness of the campaign, leading to a strong performance across all channels.

Boosted engagement 

Furthermore, Propsero’s predictive demand data, which considered elements such as time of day, footfall, and points of interest, allowed for strategic ad placements that maximised engagement during high-traffic periods.

The campaign also incorporated weather-triggered creatives, where display formats were adjusted according to weather conditions such as rain, warmth, or sunshine. This innovative approach ensured that the ads were contextually relevant and highly engaging.

Michelle de Maat, head of marketing at FREENOW said, We’ve been on a mission to close the gap between brand awareness and consideration. Introducing considered targeting with contextual messaging meant we were able to reach users in moments where they’re more likely to be responsive to Ride-Hailing focused messaging. Prospero offered a level of targeting and fluidity of spend allocation that was quite new for us, and we’re really pleased with the results we’ve achieved. 

Laura Flewitt, client partner at the7stars added, “Clever targeting and dynamic messaging ensured FREENOW showed up in the right place, at the right time. Whether the audience needed to 'beat the heat', or 'not get left behind' when train delays struck, FREENOW showed up in a meaningful and useful way, to deliver real-time cab info geo targeted to every screen. We are delighted with the results.”

"This collaboration not only highlights the value of innovative programmatic strategies but also demonstrates how agile, data-informed approaches can drive exceptional results, even within tight budget constraints," said Georgia Yaksich, senior sales manager at Hawk. "Prospero’s precision targeting capabilities and the flexibility were key factors in achieving FREENOW’s campaign goals. It’s a testament to what’s possible when technology and creativity work hand in hand to elevate brand impact."