Eicoff helped the city of Chicago increase vaccination rates with data-driven targeting, using Linear TV, CTV and Radio.

The Challenge

During the height of the Covid-19 pandemic, data showed certain Chicago neighborhoods had a lower vaccination rate. The City of Chicago wanted to reach those specific audiences with an impactful advertising campaign to help boost vaccination rates.

The Strategy

Eicoff used a geotargeted approach by zip code, which was broken out into audience segments: millennials, parents, sports fans and people age 65+. We ran 30-second TV and terrestrial radio ads in both Spanish and English.

The spend was matched to segment size and where people consumed content. For example, streaming TV and radio for millennials, cable/broadcast TV and radio for the 65+ group. Radio included live host reads as well as recorded ads.

To add even more credibility to this important message, we ran testimonials featuring players from every Chicago sports team.

The entire campaign was designed with message overlap. Frequency helped convince even the strongest doubters that vaccination was essential.

The TV and audio campaign was also supported by zip-code-targeted digital and OOH advertising on public transit: bus, rail, billboards, etc. These different platforms further increased reach and frequency.

Takeaway

Dynamic targeting across a rich mix of streaming, linear TV and audio can not only help you connect with distinct audience segments, it can eliminate waste and drive more cost-efficient results. To find out about geo-targeting and more, feel free to contact us.