From local council campaigns to international activations, Milestone Creative needs an out-of-home solution that can work across different audiences, markets and objectives.
Managing Director Alana Haye shares how an initial CAASie campaign delivered a significant year-on-year uplift and why the platform has since become part of the agency's approach to out-of-home.
The Challenge
Milestone Creative is a boutique agency specialising in events, tourism and the arts, working with clients across Australia and the wider Asia-Pacific region.
With such a varied client base, campaigns can look very different from one brief to the next.
Buying out-of-home across different clients, publishers and markets can quickly become complicated.
For Milestone, this meant navigating multiple publishers and buying processes while still finding the right mix of locations and formats for each individual campaign. Expanding that approach across international markets only added to the planning and negotiation required.
The team needed a way to simplify the process without limiting the media available to its clients.
Why they chose CAASie
Billboards ad out-of-home ad buying wasn't new to Milestone Creative. The agency was already buying traditional media for its clients, but wanted a way to extend what they could do with the channel - without adding more complexity to the planning and buying process.
CAASie gave the team a more agile way to complement their existing media activity. They could explore new placements, add incremental reach and introduce more targeted activity without having to rebuild the entire media plan around it.
For an agency already confident in OOH, it opened up more opportunities to use the channel across different briefs, budgets and campaign moments.
Their experience
Results That Changed the Approach
Milestone first introduced CAASie while running a campaign for one of its council clients, alongside media the agency had traditionally used.
The result caught the team's attention. Compared with the same campaign the previous year, Alana says they saw a significant uplift and achieved phenomenal reach.
That initial success turned a trial into an ongoing part of Milestone's media strategy.
"We noticed a huge uplift in the same campaign year on year. We just got phenomenal reach through CAASie and we've been using them ever since."
One Platform, More Ways to Reach an Audience
No two Milestone clients have the same audience, which makes access to a diverse mix of out-of-home environments particularly valuable.
Through CAASie, the team can plan campaigns across everything from bus shelters and retail environments to gyms, medical centres and office towers - selecting media based on where each client's audience is most likely to be.
"It doesn't really matter what type of client we have. There's something for all of our clients on CAASie."
That versatility allows Milestone to use out-of-home across a much broader range of briefs, rather than treating it as a channel suited only to particular clients or campaigns.
Global Buying Without the Global Complexity
Working across Asia-Pacific means Milestone regularly needs to take campaigns beyond Australia.
Traditionally, buying outdoor media across multiple markets could mean dealing with different publishers, processes and negotiations in every country. CAASie brings that inventory together, allowing the team to explore and launch campaigns across global markets from a single platform.
"CAASie eliminates all of that work and allows us to set up anywhere across the globe in a matter of minutes."
For an agency, that means less time navigating the mechanics of media buying and more time focused on the campaign itself.
Turning Moments Into Media Opportunities
That flexibility is also changing the kinds of campaigns Milestone can create.
For an upcoming client campaign, the team plans to run short bursts of activity around specific sporting events - switching campaigns on when traffic around stadiums is at its highest, rather than maintaining a continuous presence.
It's the kind of tactical approach that could traditionally require weeks of planning, negotiation and buying for relatively short windows of exposure.
With CAASie, Milestone can program that strategy in advance and let the campaign activate around the moments that matter.
"Traditionally, it would take us weeks of planning and negotiation and buying. With CAASie, we're able to really easily program it in and set and forget."
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