The brief was to grow market share, increase value and decrease churn in the Sydney market. We needed to identify suburbs to target and media channels to use.
Using sales data we were able to ascertain the high value customers versus the lower value customers and used this data to segment our audiences. We used Helix Persona mapping allowing us to build specific media strategies for each of the high value suburbs in Western Sydney.
We focused our investment into key high-value Sydney suburbs using tactical outdoor via buses, street furniture, large format billboards, shopping centre activations, local press, and select cinema locations. All media was focused on key suburbs of Western Sydney allowing us to secure a greater share of voice in these areas versus a mass reach but diluted approach.