CMA x TSOHOST

tsoHost Out of Home

tsoHost is a web-host which has a cool brand (thanks to CMA’s involvement) with a target demographic of SMEs and table-top entrepreneurs, web-flow users, designers and freelance developers.

tsohost januray sale

Overview

This was designed to be a disruptive campaign that would take tsoHost’s marketing away from its typical sphere online and extend the brand’s reach out into the world.

Through the use of digital billboards and escalator panels at key London Underground locations, we targeted young, ambitious ABC1 consumers on their journeys to and from work with the specific aim of offering an enticing alternative to the daily commute – namely starting up a business enterprise of their own.

More details

The concept was to create a series of linked, animated assets that would take passengers through a mental journey, as the escalator took them on a physical journey.

A sense of urgency was created by stressing the ‘January Sale’ aspect of the discounted rates available.

The campaign targeted consumers at Oxford Street, Bank and Charing Cross tube stations across a two-week burst. Ads were designed with a 10-second rotation on a 60-sec cycle.

This was supported by a press campaign in the Metro newspaper which would deliver the same messages on a nationwide platform, to carefully targeted consumers in the tech sphere..

Targeting the tech and lifestyle sections on a Tuesday and a Friday, we created tactical takeover ads in a contextually rich environment for tsoHhost.

CMA’s Key Responsibilities
  • Build a range of animated ad asset
  • Build a range of paid display ad assets
Results
The London Underground campaign delivered:
  • Campaign Reach = 2.4 million ABC1 adults
  • Impacts = 5.3 million
  • Frequency = 2.2
The Metro campaign delivered an additional circulation of 1,000,500 targeted consumers. Additionally, our online campaign resulted in: Display Ad Performance:
  • Impressions, 8,747,718 
  • Clicks, 43,365
Social Performance:
  • Impressions, 687,800
  • Clicks, 2,690
This resulted in a year-on-year increase in purchases of 14% and was delivered 28% more cheaply. Ultimately, the campaign was responsible for 17% of total revenue earned that month – all new business, all new customers. 

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