FREENOW and the7stars partner to deliver successful advertising campaign driven by innovative tech
FREENOW, one of Europe's top ride-hailing apps, has teamed up with the7stars to execute a multi-channel campaign utilising the advanced programmatic platform Prospero, powered by Hawk. This marks the first time FREENOW has integrated the Prospero platform into its advertising strategy.
Running from 22 May to 9 July 2024, the campaign harnessed cutting-edge API mapping technology alongside open-source data from Transport for London (TfL). This allowed FREENOW to engage its target audiences efficiently, with flexible, dynamic ad placements across Digital Out-of-Home (DOOH), Online Video (OLV), and Digital Display.
A core element of the strategy was Prospero’s ability to adapt in real-time, ensuring FREENOW's ads connected with users at the most relevant moments. This flexibility was crucial, given the conservative budget allocated for the campaign.
Early analysis has already shown a significant impact on consumer behaviour. Among those exposed to the adverts, 45% said they would consider using FREENOW, a notable 20% uplift from the control group. Ad recall stood at 29%, with an increase of 15% over those who were not exposed.
The accuracy of the campaign was boosted by Prospero’s bespoke API, built specifically for this initiative. The API integrated data from TfL, enabling real-time responses to transport delays, offering FREENOW as an alternative travel option during disruptions. Additionally, FREENOW’s first-party data was used to highlight car availability and popular London locations, ensuring ads reached commuters and key interest groups at the most opportune times.
Targeting was enhanced further by a custom audience vector developed across Captify, allowing the7stars to accurately reach core profiles such as City Dwellers, Commuters, and Fitness Enthusiasts. This precise targeting strategy ensured the campaign's media spend was optimised, delivering strong results across all channels.
The campaign also featured weather-triggered creatives, which adapted ad formats based on real-time weather conditions. This contextual relevance boosted audience engagement, ensuring FREENOW’s messaging resonated with users when it mattered most.
By blending advanced technology with strategic ad placements, the campaign demonstrated the effectiveness of leveraging data to reach specific audiences, delivering strong results despite budget constraints.
Michelle de Maat, Head of Marketing at FREENOW, said: “We’ve been on a mission to close the gap between Brand Awareness & Consideration. Introducing considered targeting with contextual messaging meant we were able to reach users in moments where they’re more likely to be responsive to Ride-Hailing focused messaging. Prospero offered a level of targeting and fluidity of spend allocation that was quite new for us, and we’re really pleased with the results we’ve achieved.”
Laura Flewitt, Client Partner at the7stars, said: “Clever targeting and dynamic messaging ensured FREENOW showed up in the right place, at the right time. Whether the audience needed to “beat the heat”, or “not get left behind” when train delays struck, FREENOW showed up in a meaningful and useful way, to deliver real-time cab info geo targeted to every screen. We are delighted with the results.”
Georgia Yaksich, Senior Sales Manager at Hawk, said: "This collaboration not only highlights the value of innovative programmatic strategies but also demonstrates how agile, data-informed approaches can drive exceptional results, even within tight budget constraints.
"Prospero’s precision targeting capabilities and the flexibility were key factors in achieving FREENOW’s campaign goals. It’s a testament to what’s possible when technology and creativity work hand in hand to elevate brand impact."
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