Global digital marketing agency iCrossing today announces that it has been appointed by the UK’s specialist online mapping service, Multimap to run an online advertising campaign. Under the deal, iCrossing will oversee the creative, media strategy and buying for Multimap as it prepares to launch a new online marketing push.
The new campaign will see Multimap launch a series of tailored creative executions that highlight specific use cases for target audience groups identified by research.
Specialised ad-creative focused on promoting Multimap’s user functionality will be targeted at mums, business users, students and outdoor activity enthusiasts.
The campaign was won by iCrossing following a competitive pitch and builds on the agency’s existing integrated search marketing engagement with Multimap. The new media buying strategy will be focused on differentiating and increasing user numbers for Multimap.
The campaign plan has been built based on the insights gained through a social media audit and customer persona development process undertaken by iCrossing.
This research has been used to identify the relevant online networks and interest groups that will be most receptive to Multimap’s advertising messages.
For example, iCrossing’s research identified that one group of users turned to Multimap in order to identify locations and routes for outdoor activities such as mountain biking, and the advertising’s creative strategy reflects this specific usage.
The activity is a significant development for iCrossing as it continues to extend its service offering from its core search and social media practice.
Stuart Anderson, marketing communications manager, Multimap, said: “iCrossing’s work on our search activity has shown that they have a good understanding of the dynamics of online audiences and we want to leverage that insight in our display campaign.
“We aim to communicate information about the range of services available to users of Multimap through a display campaign which will be combined with other offline activity such as PR to maximise awareness and traffic.”
Dax Hamman, vice president, display media, iCrossing, added: “The online mapping space is an intriguing one from a marketing point of view – the potential audiences and usage scenarios are endless so the choice of strategy is a complex one.
“Through some research into the social spaces and analysis of search data where the consumer is telling us what they need, we believe we can target the advertising creative and purchasing in an intelligent and impactful way – maximising the ROI and brand impact of the campaign.”
Multimap operates as a wholly-owned subsidiary of Microsoft, as part of the Virtual Earth and Search teams in the Consumer and Online Group.