Challenge
As New Zealand emerged from the COVID-19 lockdowns, traditional brick-and-mortar retail faced a significant hurdle: low foot traffic. The Warehouse faced a twofold challenge. First, the advertiser needed to raise awareness among potential customers about the location of their nearest store and incentivize visits. Second, The Warehouse aimed to promote its seasonal offers effectively. The advertiser also had a unique need: displaying a map to the nearest store only if it fell within a predefined radius for Auckland or outside a broader radius for the rest of New Zealand.
Solution
The Warehouse partnered with OMD NZ, who engaged The Trade Desk to harness the power of location-targeting partners. This strategic move allowed the advertiser to serve ads specifically to mobile devices that frequently appeared near its stores. The ads could transmit latitude and longitude coordinates to Flashtalking at the moment of impression.
Flashtalking played a crucial role by ingesting a comprehensive list of The Warehouse store locations and designing a highly adaptable creative framework. This framework gave the advertiser significant control over various aspects of the creative branding and messaging. The Warehouse could present its seasonal offers as the initial message within the ad, followed by a dynamic display: a map for those within the predefined radius or a customized but more generic message for those outside the store footprint. The result was increased footfall in The Warehouse stores and impressive ROAS.
