Mindshare wins Game Changer of the Year Award for NAB campaign at REA Excellence Awards

Mindshare and National Australia Bank have won the Game Changer of The Year award at this year’s Annual REA Excellence awards.

Working closely with REA, Mindshare and the NAB team created and ran one of Australia’s first, and the largest, programmatic digital audio campaign to date. Utilizing the innovative Digital Audio Solution built on the REA platform, Mindshare and NAB were able to run the first targeted programmatic digital audio buy for NAB’s consumer facing Personal Loan team.

Utilizing REA 1st party data, NAB targeted first home buyers and high intent renters across Spotify, iHeartRadio, HitNetwork and ABC, all in the one buy bringing better efficiencies and more exposure for NABs marketing dollars on digital radio.

For the first time NAB was able to run the same targeting across over 4 platforms at an average frequency of 4.3 compared to the previous average of 5.6 when booking on single audio platforms.

The digital audio offering has traditionally been fragmented, with media buyers tending to spend their budget within one platform to create cost efficiencies, or having to split budgets across platforms to generate incremental reach. This can mean a compromise on frequency, due to being unable to frequency cap when running in separate platforms, or compromise on unifying their targeting approach, as each platform offers different types of targeting based on different data sets.

NAB wanted to find a way to unify their audio buy so that they could target the same audiences across all platforms and ensure they could also cap the frequency to create efficiencies.

Says Christian Solomon, managing partner on NAB at Mindshare: “Everyone involved is immensely proud of the work and credit the win to breaking the mould of a typical digital audio campaign.  The courage to try something new paid off. NAB wanted a better way to target audeinces across audio platforms and create efficiencies. Together with REA, Mindshare was able to find an solution that was both innovative and better for the cleint’s business.

“With so many brands in the market competing for the attention of an already busy consumer, it’s a constant challenge to cut through. For our teams from Mindshare and NAB, it’s great to be recognised for the efforts doing things a little differently, in order to connect with audiences in new and smarter ways.”