Digital billboard and out-of-home (OOH) advertising always felt like a commitment that was just out of reach for Hangloose Adventure. Marketing manager Mark Harris explains how CAASie made it possible to launch a highly targeted seasonal outdoor campaign, contributing to what became their strongest August on record.
"We would not be doing out-of-home if it wasn’t for CAASie"
The challenge
Hangloose Adventure is one UK’s leading outdoor adventure operators, with attractions including England's longest zipline, alongside aerial trekking, an outdoor skydive machine and more.
A unique challenge for Hangloose Adventure revolves around visitor numbers being closely tied to holidays and seasonal travel. As a result, marketing strategies need to be tailored to real-time customer demand. Traditional OOH doesn't offer the flexibility needed to iterate campaigns quickly.
After discovering CAASie, they were able to launch targeted digital billboard campaigns in locations their ideal customers were already visiting, giving them complete control over where, when and how they advertised.
Why they chose CAASie
Hangloose Adventure already recognised the benefits of reaching people beyond the digital world. Out-of-home advertising allows them to be visible in the real-world; where families and adventure seekers are travelling, shopping and making decisions about how they'll spend their leisure time. However, it always felt out of reach because it’s traditionally an inflexible and a high-commitment media.
CAASie offered a different approach to buying out-of-home. Instead of committing to fixed (and often large) campaigns, they were able to choose exactly where they wanted to advertise, target locations their customers already visited, and control how long their campaign ran.
For the first time, outdoor advertising became a realistic marketing channel for their business.
Their experience
Simplicity in self-service
For Hangloose Adventures, a self service platform means speedy launch and optimisation - all performed in-house. Throughout the testimonial, Mark highlights the ease of use for CAASie - no complexity, intuitive board selection and a generally straightforward campaign set up.
Audience targeting
Whilst out-of-home is a mass media format, the ability to hand-select locations (with granularity and laser focus, as Mark describes it), as well as the option to set custom schedules, meant that Hangloose Adventures could target their audience more effectively.
"We picked the boards we wanted, in places where we knew people would be going, at the times they would be going."
Campaign flexibility
With a marketing strategy driven by seasonal demand, flexibility was just important for Hangloose Adventure as audience targeting.
CAASie’s cost-per-play model and complete control over campaign set-up meant that it was easy for Hangloose Adventure to scale activity up or down as demand changed and experiences filled. They had the freedom to advertise where they wanted, when they wanted and for as long as they needed.
Mark describes this as the "democratisation of out-of-home” - transforming what was once a high-commitment inflexible channel into one that’s as accessible and adaptable as other digital marketing channels.
At the time of filming, the OOH campaign was on track to contribute to their strongest August ever.
"If the next few days go the way the rest of the month has been going, we'll have the best August ever."
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