Diving into Data for Narellan Pools
Narellan Pools

Problem 

Amongst a barrage of brands shouting for attention over the summertime pool buying rush, we challenged ourselves to shape an innovative summer campaign for Narellan Pools with a smarter method of spending across their 49 individual regional and metro centres. 

Our influence

First up, we crafted an insightful digital and pre-roll campaign celebrating that first ‘dive in’ moment of owning your very own pool. But to be truly innovative, we dived deep into data – to ensure the right people were engaging with it at exactly the right moment.

Through our intense interrogation of first-party and third-party data we unearthed a targeting nirvana. We identified a set of specific factors that acted as the tipping-point to a sale – hacking our programmatic buying tools to turn them on, only when these specific conditions were met.

Our data-driven targeting allowed maximised exposure of our insightful campaign to exactly the right audience – and only at their tipping point of purchase consideration – delivering game-changing results.

Results

  • We REDUCED Narellan Pools’ media spend by over 30%

  • At the same time, we INCREASED sales by 23%

  • Creating a record-breaking incremental ROI of 54:1

  • Yes, that's a $54 return from every dollar spent!                     

Awards so far

Next
More of our work

Recent Awards

  • B&T AGENCY OF THE YEAR 2016

    Winner
    Direct Response
    These annual awards are designed to recognise Australia's biggest and brightest advertising stars

  • WARC Media Awards 2016

    Grand Prix
    Best Use of Data
    Warc's Media Awards recognise comms planning which has made a positive impact on business results

  • WARC Media Awards 2016

    Special Prize
    Best Use of Data
    Warc's Media Awards recognise comms planning which has made a positive impact on business results

  • WARC Media Awards 2016

    Gold
    Best Use of Data
    Warc's Media Awards recognise comms planning which has made a positive impact on business results

  • IPA Effectiveness Awards 2016

    Gold (Australia's first ever gold winner)
    Narellan 'Diving into Data'
    The UK-based IPA is widely recognised as the most rigorous effectiveness awards in the world

  • IPA Effectiveness Awards 2016

    Special Prize: Best Small Budget (an Australian first)
    Narellan 'Diving into Data'
    The UK-based IPA is widely recognised as the most rigorous effectiveness awards in the world

  • AC&E Awards 2016

    Winner
    Jon Clark Award
    Luke Brown, AFFINITY CEO
    Most outstanding contribution to the industry

  • Australian Effie Awards 2016

    Gold
    Use of Data
    The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness

  • Australian Effie Awards 2016

    Silver
    Travel, Leisure and Media
    The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness

  • Australian Effie Awards 2016

    Silver
    Digitally Led Ideas
    The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness

  • Australian Effie Awards 2016

    Silver
    Insight & Strategic Thinking
    The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness

  • Australian Effie Awards 2016

    Bronze
    Return on Investment
    The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness

  • AdNews Agency of the Year 2016

    Finalist
    Independent Agency of the Year
    Australia's leading advertising agency awards program, recognising agency performance and outstanding work

  • AC&E Awards 2016

    Winner
    E-commerce: Website & Marketing
    Love To Dream
    Rewarding exceptional creativity and problem solving

  • AC&E Awards 2016

    Finalist
    Technology – UX (User experience)
    Love To Dream
    Rewarding exceptional creativity and problem solving

  • AC&E Awards 2016

    Finalist
    Channel – Digital: Website & Microsites
    Love To Dream
    Rewarding exceptional creativity and problem solving

  • B&T AGENCY OF THE YEAR 2016

    Finalist
    Independent Agency
    These annual awards are designed to recognise Australia's biggest and brightest advertising stars

  • Campaign Asia Agency Of The Year 2016

    Bronze
    Independent Agency of the Year
    Inspired leadership, management excellence and overall achievements in Asia-Pac's ad industries

  • Campaign Asia Agency Of The Year 2016

    Bronze
    Specialist Agency of the Year
    Inspired Leadership, management excellence and overall achievements in Asia-Pac's ad industries

  • Cannes Lions 2016

    Finalist
    Creative Data
    Narellan 'Diving into Data'
    The Creative Data Lions celebrate creativity enabled by data. This includes work that demonstrates an application or interpretation of data that is integral to an idea or its execution.

  • Mumbrella Awards 2016

    Winner
    Media Campaign of the Year
    Narellan 'Diving into Data'
    The Mumbrella Awards celebrate the best, bravest and most innovative creative work across the Australian media and marketing industries.

  • AMES 2016

    Gold
    Data & Analytics
    Narellan 'Diving into Data'
    Asia Pacific’s foremost awards honouring agencies for marketing strategies that deliver solid results to transform businesses and brands.

  • AMES 2016

    Gold
    Effectiveness
    Narellan 'Diving into Data'
    Asia Pacific’s foremost awards honouring agencies for marketing strategies that deliver solid results to transform businesses and brands.

  • AMES 2016

    Silver
    Media Strategy
    Narellan 'Diving into Data'
    Asia Pacific’s foremost awards honouring agencies for marketing strategies that deliver solid results to transform businesses and brands.

  • AMI Awards 2016

    Winner
    Consumer Research Insights
    Presented to organisations and marketers who have achieved extraordinary success from innovative and effective marketing practices.

  • AMI Awards 2016

    Winner Regionals
    Consumer Acquisition Marketing
    Presented to organisations and marketers who have achieved extraordinary success from innovative and effective marketing practices.

  • AMI Awards 2016

    Winner Regionals
    Marketing Data & Business Analytics
    Narellan 'Diving into Data'
    Presented to organisations and marketers who have achieved extraordinary success from innovative and effective marketing practices.

  • AMI Awards 2016

    Finalist
    Marketing Communications: B2C and B2B
    Narellan 'Diving into Data'
    Presented to organisations and marketers who have achieved extraordinary success from innovative and effective marketing practices.

  • W3 Awards 2016

    Silver
    General Websites - Shopping
    Love To Dream
    The W3 Awards honours creative excellence on the web, and recognises the creative and marketing professionals behind award winning sites, videos and marketing programs.

  • MSIX Awards 2016

    Finalist
    Clever Data
    Prospan
    The MSIX Awards set the gold standard for marketing sciences work in Australia.

  • Media Federation Awards 2015

    Winner
    Best Use of Data
    Narellan Pools
    The most prestigious awards in the Australian media advertising industry

  • AIMIA AMY's 2016

    Winner
    Best Digital Advertising or Communication
    Mundipharma – 'Suffering in Silence'
    Celebrating Digital Brilliance

  • AIMIA AMY’S 2016

    Finalist
    Best Website or Online Service
    Love to Dream – 'Sleep is Back'
    Celebrating Digital Brilliance

  • AdNews Agency of the Year 2015

    Finalist CX Agency of the Year
    Australia's leading advertising agency awards program, recognising agency performance and outstanding work

  • AdNews Agency of the Year 2015

    Highly Commended
    Best Use of Data
    Australia's leading advertising agency awards program, recognising agency performance and outstanding work

  • Australian Effie Awards 2016

    Finalist
    Other Consumer Goods
    Narellan 'Diving into Data'
    The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness.

  • Webby Awards 2016

    Honouree
    Websites - Family/Parenting
    Love To Dream
    The Webby Awards is the leading international award honouring excellence on the Internet.

  • B&T Agency of the Year 2015

    Finalist
    DM Agency of the Year
    These annual awards are designed to recognise Australia's biggest and brightest advertising stars

  • Campaign Asia Agency of the Year 2015

    Winner - Bronze
    Independent Agency of the Year
    Inspired leadership, management excellence, and overall achievements in Asia-Pac’s ad industries

  • ADMA AC&E Awards 2015

    Highly Commended
    Best Media Campaign
    Narellan Pools
    Rewarding exceptional creativity and problem solving

  • Campaign Asia Agency of the Year 2015

    Winner - Bronze
    Digital Agency of the Year
    Inspired leadership, management excellence, and overall achievements in Asia-Pac’s ad industries

  • COMMUNICATOR AWARDS 2016

    Gold Award of Excellence
    Websites - Family/Parenting
    Love To Dream 'Sleep is Back'
    Recognising big ideas in marketing and communications.

  • COMMUNICATOR AWARDS 2016

    Gold Award of Excellence
    Print Advertising - Advertising Campaign
    Prozym 'Kissably Clean'
    Recognising big ideas in marketing and communications.

  • Communicator Awards 2016

    Gold Award of Excellence
    Print Advertising - Photography
    Prozym 'Kissably Clean'
    Recognising big ideas in marketing and communications.

  • COMMUNICATOR AWARDS 2016

    Silver Award of Distinction
    Commercials - Food/Beverage
    Birch & Waite - 'Fresh is Best'
    Recognising big ideas in marketing and communications.

  • COMMUNICATOR AWARDS 2016

    2016 Silver Award of Distinction
    Branded Content - Business to Consumer
    Birch & Waite - 'Fresh is Best'
    Recognising big ideas in marketing and communications.

  • COMMUNICATOR AWARDS 2016

    Silver Award of Distinction
    Print Advertising - Magazine Ad
    Prozym 'Kissably Clean'
    Recognising big ideas in marketing and communications.

  • Telly Awards 2016

    Bronze
    Online Video - Commercial
    Birch & Waite 'Passion for Fresh'
    The Telly Awards is the premier award honoring the finest film and video productions, groundbreaking web commercials, videos and films, and outstanding local, regional, and cable TV commercials and programs.

  • Davey Awards 2015

    Silver
    Integrated Campaign - Business to Consumer
    Prozym 'Kissably Clean'
    Finest creative work from independent agencies worldwide

  • Davey Awards 2015

    Silver
    Print Campaign - Business to Consumer
    Prozym 'Kissably Clean'
    Finest creative work from independent agencies worldwide

  • W3 Awards 2015

    Silver
    Marketing Effectiveness
    Mundipharma
    The W³ Awards honours creative excellence on the web, and recognizes the creative and marketing professionals behind award winning sites, videos and marketing programs.

  • W3 Awards 2015

    Silver
    Rich Media
    Mundipharma
    The W³ Awards honours creative excellence on the web, and recognizes the creative and marketing professionals behind award winning sites, videos and marketing programs.

  • Davey Awards 2015

    Gold
    Integrated Campaign - Promotional/Branding
    Prozym 'Kissably Clean'
    Finest creative work from independent agencies worldwide

  • W3 Awards 2015

    Silver
    Display Advertising
    Mundipharma
    The W³ Awards honours creative excellence on the web, and recognizes the creative and marketing professionals behind award winning sites, videos and marketing programs.

  • Global Awards

    Finalist
    Art and Technique - Photography
    Prozym 'Kissably Clean'
    The world's most coveted healthcare & wellness advertising awards

  • Global Awards

    Finalist
    Art and Technique - Humour
    Prozym 'Kissably Clean'
    The world's most coveted healthcare & wellness advertising awards

  • Spikes Asia Awards 2015

    Finalist
    Health & Wellness: Animal Health
    Ceva Animal Health Australia
    The region’s most prestigious awards for creative communications

  • Prime Awards 2015

    Finalist
    Digital Excellence
    Mundipharma
    Recognising excellence in Australian Pharma & Life Sciences

  • Prime Awards 2015

    Winners
    Best Single Advertisement
    Mundipharma
    Recognising excellence in Australian Pharma & Life Sciences

  • Prime Awards 2015

    Finalist
    Innovation
    Mundipharma
    Recognising excellence in Australian Pharma & Life Sciences

  • ADMA AC&E Awards 2015

    Finalist
    Data Strategy
    Narellan Pools
    Rewarding exceptional creativity and problem solving

  • ADMA AC&E Awards 2015

    Finalist
    Data Analytics & Planning
    Narellan Pools
    Rewarding exceptional creativity and problem solving

  • MSiX Awards 2015

    Winner
    Clever Data
    Narellan Pools
    The MSiX Awards set the gold standard for marketing sciences work in Australia.

  • Webby Awards 2014

    Official Honoree
    Social: Public Service & Activism
    Salvos Give a Lunch
    One of the world's biggest digital award shows

  • Davey Awards 2013

    Silver
    Online advertising B2C
    Salvos Red Shield Appeal
    Finest creative work from independent agencies worldwide

  • Davey Awards 2013

    Silver
    Marketing effectiveness
    Zoely MSD 2013
    Finest creative work from independent agencies worldwide

  • ADMA Awards 2013

    Bronze
    Creative Excellence Social Media
    Salvos Give a Lunch
    Most effective, creative data-driven campaigns

  • Davey Awards 2013

    Silver
    Integrated Campaign
    Salvos Give a Lunch
    Most effective, creative data-driven campaigns

  • Davey Awards 2013

    Silver
    Display advertising B2C
    Zoely MSD 2012
    Finest creative work from independent agencies worldwide

  • AIMIA Awards 2013

    Finalist
    Best Use of Social Media
    Salvos Give a Lunch
    Australia's most prestigious digital award show

  • Global Awards 2013

    Finalist
    Consumer Animal Product
    Joint Guard CEVA
    Largest international healthcare award show

  • Global Awards 2012

    Finalist
    2012 Consumer Online
    Zoely DTC MSD
    Largest international healthcare award show

  • Prime Awards 2012

    Winner
    Digital Excellence
    Zoely GP MSD
    Recognising excellence in Australian Pharma & Life Sciences

  • Prime Awards 2013

    Finalist
    Digital Excellence
    Zoely GP MSD
    Recognising excellence in Australian Pharma & Life Sciences

  • Webby Awards 2012

    Official Honoree
    Digital Campaign
    Zoely DTC MSD
    One of the world's biggest digital award shows

  • YouTube Charity Award 2012

    Video of the Month
    Salvos Give a Lunch
    Outstanding quality of charity creative worldwide