Hunterlodge is delighted to announce that our client, Ordnance Survey, and their innovative mapping app, OS Maps, have won Best Digital Product at the 2017 Outdoor Industry Awards.
Overview
Launched last summer, OS Maps offers an unrivalled outdoor experience. Driven by the best ‘off road’ mapping data in the UK, it not only allows enthusiasts to plan walks, runs and cycle rides, but also to follow those routes on their mobile devices, share those routes with friends, follow other people’s routes, identify best views and attractions, plot elevation, find the nearest pub and even see what’s on the lunch menu!
Hunterlodge worked closely with Ordnance Survey on the hugely successful OS Maps launch campaign last Summer. The campaign, targeting outdoor enthusiasts with messages reflecting their particular outdoor passions, included TV spots served to core segment households (via Sky Ad Smart), audio spots played in activity-related playlists on Spotify, video pre-rolls ahead of activity content on YouTube, hyper-targeted mobile display ads served exclusively to visitors of key outdoor events and highly contextual display assets served to discrete enthusiast communities across digital and social networks.
So successful was last year’s launch in raising awareness and, critically, generating app downloads that OS commissioned Hunterlodge to plan and implement a Spring reprisal of the campaign. That campaign is now live, making use of the most incisive targeting and impactful formats in the market, including:
Being the first UK agency and client to make use of climate-triggered ads on Facebook, usefully informing enthusiasts of the weekend forecast and encouraging participation whatever the weather;
Bold use of Facebook Canvas ads to show product functionality in video format and highlighting benefits relevant to the user’s own interests;
Native articles, served programmatically to Family, Tech and Outdoor Enthusiast audiences on premium lifestyle sites, elaborating on reasons to buy.
Since campaign relaunch on 13 February, Hunterlodge’s rigorously optimised campaign has generated thousands of free trials and twice as many paid subscriptions.
Speaking of Hunterlodge’s contribution to OS Maps’ commercial – and award-winning – success, Lee Newton, Head of Leisure at Ordnance Survey said:
“It was a great team effort from everyone involved – from the design and build through to the marketing that you guys have done!”
To learn how you could benefit from that market-leading planning and implementation please contact Kim McLellan.
