To help Australians find cheaper fuel with its new Simples Fuel app, Compare the Market turned to QMS and our premium digital billboard offering to dynamically broadcast live fuel prices in locations across Brisbane.
With many consumers traditionally sticking to set weekdays to fill up their tank, in an attempt to save at the bowser, the Simples Fuel campaign aimed to make it even easier for motorists to find and compare prices and make the most of everyday savings.
Utilising live fuel price feeds from a custom API to dynamically update digital billboard locations across Brisbane, Compare the Market set out to ensure locals could find the cheapest fuel nearest to them.
The dynamic billboard campaign delivered a 38% uplift in app downloads as well as an improvement in search volumes by 13% when compared to the immediately preceding period where digital billboards did not feature dynamically inserted prices.
Our goal was to maximise our reach of Brisbane motorists on their daily commute and showcase the savings that could be unlocked through using the Simples Fuel app.
Compare the Market’s Acting CMO, Chris Catchpoole
Digital billboards
“We found the live fuel price executions outperformed other outdoor billboards for this campaign. In other markets we ran non-dynamic feeds, and whilst they still drove app downloads, the results in Brisbane where we tailored the creative to be more relevant to each location had a noticeable lift.”
QMS General Manager Strategy, Christian Zavecz said: “Digital billboards as a medium, now has the scale, quality and capability to make reaching large audiences with targeted, relevant and engaging creative easier than ever before.
“Our Neuro Insights study this year showed that dynamic creative on digital large format billboards delivered a 40% greater neuro impact than static billboards.”
With Compare the Market being able to attribute a 38% uplift in downloads, we can now see the correlation between making campaigns unique and memorable and delivering real results for advertisers.
