The Challenge
Christie’s wanted to generate awareness & impact for an upcoming auction of rare 20th & 21st-century art, specifically in New York City. Creating and negotiating a high-impact campaign? No problem. Creating and negotiating a campaign to be delivered in only three weeks? A challenge! Let’s do it.
Our Approach
A task that would formerly have been impossible was made possible by the speed of digital at which Labelium Play operates. Within 21 days, Labelium Play managed to:
- Deliver Maximum impact: A short time-to-market was a challenge already. However, we chose to up the ante for Christie’s and selected the one ad placement with the highest impact globally: Times Square in New York City.
- Negotiate an advantageous deal: We negotiated a programmatic guarantee & inventory for the two NASDAQ screens in Times Square to display creative in the span of two days. Working at the speed of digital, we managed to conclude inventory negotiations with five business days to boot.
“A programmatic guarantee ensures delivery and strict adherence to the budget.”
Clayton McLaughlin, our Managing Director for Labelium Play
Results
Christie’s campaign owned 33% of total ad space across the two NASDAQ screens in Times Square over two days. The campaign reached 1.3m people, the ad ran 990 times, and thanks to our advantageous programmatic deal structure, we managed to secure a 15% higher reach over estimated delivery.
It was a successful mission: we delivered maximum impact (1.3M people reached in two days) at the speed of digital (21 days from brief to delivery).
About the Client
Christie’s is a British auction house. It was founded in 1766 by James Christie. Its main premises are on King Street, St James’s, London, and the Rockefeller Center in New York City. It is owned by Groupe Artémis, the holding company of François-Henri Pinault
