Bonava

Multidevice targeting campaign

Client

Bonava is a real estate development company, based in Sweden. The Company operates as a developer of housing units to consumers and investors in Sweden, Germany, Finland, Denmark, Norway, the Russian Federation, Estonia and Latvia. In Germany, the Company’s offering is targeted at consumers and investors through both single-family houses and multi-family houses. The Company operates on the basis of an own- produced construction system in Germany, which is used in all new construction, thus enabling an efficient construction process.

Challenge

Their main agenda is to be recognized as a key real estate player for single- and multi-family houses in selected regions within the German real estate market.

Objective

• Increase general brand awareness of Bonava
• Identify the key audience for all of Bonavas business activities across Germany
• Raise awareness of their housing offerings
• Increase Bonavas website traffic
• Boost housing sales within the German market

Solution

The campaign strategy consists of 3 parts, including Cross–device Audience targeting, Cross–device Geo- targeting and Cross–device Multichannel Marketing.

Cross-device Audience targeting

Selection of high quality audience segments from our DMP partners and globally leading audience providers. Optimization towards highest performing segments led to the identification of Bonava’s key clients across all of their devices, consisting of single-family and multi-family houses investors and private buyers.

Cross-device Geo targeting

The geo-targeting campaign enabled us to identify and reach the relevant audience across all of their devices within the selected regions in which Bonava’s housing offerings were currently active. Thus, the campaign insured minimal losses and a high level of acceptance regarding the property offerings of Bonava.

Cross-device Multi-channel Marketing

In addition to the audience and geo-targeting campaigns we applied a Multi-channel Cross-device Marketing approach to increase general awareness and raise the conversions of housing sales.

We chose each of the channels carefully with a specific target in mind. Native placements and Youtube were selected in order to increase Bonava’s brand awareness. In additon, programmatic video and display campaigns were applied to lift Bonava’s housing sales.

Results

Roq.ad raised Bonava’s overall brand awareness within the German market. Further, Bonava showed high satisfaction with the overall performance of the campaign and has decided to use Roq.ad again to promote specific projects all around Germany with a focus on conversion optimization across devices.

Hainan Airlines

Client

Hainan Airlines holding company was established in 1993 from their main base in Haikou, and continued on to develop seven shipping bases in China with routes covering Asia and radiating into Europe, North America, Oceania and Africa. In all, Hainan Airlines has opened up almost 500 domestic and international flight routes, reaching almost 100 destinations.

Challenge

Raising awareness and increasing booking activity for the non-stop flight route Manchester – Peking, especially promoting Hainan’s business class offerings.

Objective

• Increase ticket sales for business class travelers
• Increase qualified click traffic on the global website
• Raise awareness of the business class offer, products and services
• Establish Hainan as an airline of choice in the UK for flights to China
• Increase website traffic

Strategy

Audience targeting

We selected specific Audiences with an interest in buying flight tickets from Manchester, UK to Peking, China.
Focus on: Business Class Travelers, Leisure travelers who prefer Business Class, travel agencies and frequent flyers to China.

Whitelist targeting

We selected the 60 most frequently used websites in the UK visited by people interested in traveling, business and politics for our whitelist targeting approach.

Cross-Device Retargeting

Roq.ad’s pixel was installed on Hainan Airline’s global website to track their organic audience. This enabled Roq.ad to analyze the web traffic and structure the Retargeting strategy accordingly. Thanks to Roq.ad’s technology it was possible to retarget people who visited the website across all of their devices, many of which never used to visit Hainan’s website.

Cross Device Audience Extension

Roq.ad’s large device database, also called the Roq.ad Marketing Graph enabled Hainan to extend the base audience from the first flight of the campaign. This ensured that the campaign reached all potential customers on all of their devices, including: smartphones, desktops, and tablets. The proper frequency capping was applied in order to avoid any feelings of harassment.

All strategic channels were constantly monitored for brand safety. Additionally, Roq.ad optimized the campaign towards conversion and brand awareness to increase customer life time value and reduce marketing waste.

Audience extention result

Results

During the campaign Hainan observed a considerable increase in web traffic as well as greater conversions in ticket sales.

Roq.ad’s Marketing Graph extended Hainan’s base audience by 35%. In general, 30% of clicks were generated from the extended audience.

Hainan was highly satisfied with the performance of the campaign, and therefore booked additional campaigns for five additional countries in EMEA.