Project Description

Building a marketing campaign for Dell Technologies

“We’ve been able to prove our expertise in the global travel space with our granular understanding of how these audiences are making sense of their world and how we are best placed to create global intelligence strategies delivering the right media in the right place at the right time.”

Edward Heaney
Business Director PSI

London media agency uses data-driven insights to connect with global business travellers

From their London base, PSI is a out-of-home (OOH) media agency that provides strategic consulting services, global location and travel solutions across 34 international network offices.

After a successful campaign in 2017 for Dell Technologies across various US airports, PSI required a fresh approach to engaging with an elusive segment of their travel audience – senior business decision-makers. Thus, PSI’s primary objective was to raise awareness around Dell Technologies’ position as world leaders in digital transformation in front of a niche but global C-level travel audience.

The background

The power of landscaping

After carrying out one of the largest out of home customer surveys in the market, PSI selected airport environments (such as business terminals, premium departure lounges) as the best arena to create brand connections at key stages of their traveller’s journey.

PSI enlisted the help of ForwardKeys to construct an accurate data-driven view of where their travel audiences would be, their favoured forms of media and ideal times for creating micro-moments, whether in transit or during dwell time.

The objective

Enabling data driven knowledge

PSI sought a quantifiable understanding of their audience’s travel behaviour to make crucial media placement decisions on behalf of Dell Technologies.

Making use of daily updated data at the terminal level, ForwardKeys’ team of data and analytics specialists pored over hundreds of past and current datasets to predict key factors on business travel, such as seasonality and future reservations.

These insights enabled PSI to create multiple touchpoints across the entire airport media landscape, optimising their contextual messaging for best audience impact at the right place and time.

The solution

Why it succeeded

The critical aspect of the success of PSI’s partnership with ForwardKeys was going beyond the granularity to extract a richly nuanced perspective of Dell Technologies’ key client behavior during transit, as well as the impact of real-world events on their buying decisions and media consumption.

The results & continued work

The results

PSI’s impressive work has since won even more confidence within Dell Technologies’, and is now engaged in a larger global rollout to engage more business travellers.

Powered by a vast data & insights resource that intelligently assists their media campaigns, PSI’s long-standing collaboration with ForwardKeys has allowed itself to be positioned as a uniquely differentiated presence on the international stage.


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