Strategy

Compass is our globally consistent end-to-end planning framework designed to create compelling experiences.

It provides a common approach built around data, media best practice, and is supported by key planning tools and enriched by data.

We deliver full funnel communication planning, allowing our clients’ budgets to punch above their weight and maximise ROI.

Local Planet – Starzplay
Lionsgate+

Lionsgate+

Standing out to combat misattribution

The landscape of streaming platforms is cluttered and highly competitive. Many consumers are not sure which shows belong to which platforms. The challenge for us was to build significant awareness of the new Lionsgate+ brand name and new look/colours across it’s 6 key international markets (DE, UK, FR, ES, MX and BR).

Our target audience were aged 25-54 & classified as high SVOD usage audiences. We created a global media strategy based on creating memorable moments through high reach generating platforms TV, Digital Video and OOH. Our key priority was to ensure that our budget maximized reach and impact.

The strategy focused on 3 key strategic pillars: ​

CONTEXT​: Ensuring we were present in contexts linked to entertainment – both place and time ​
PREMIUM: Ensuring we used large premium quality formats and placements to stand out, be memorable and that people want to capture and share​​
FREQUENCY & RECENCY: Increasing memorability through frequency and being the last message they see​

The campaign launched in October – November 2022. It had good impact. There was uplift in branded search and in the number of subscribers compared to the 8 week period prior. A YouTube brand lift study also showed significant uplift, particularly among women.

Local Planet Canada – Cossette Media
Quebec Toyota Dealers Association – The Quest for Silence

Quebec Toyota Dealers Association - The Quest for Silence

Faced with an unprecedented vehicle shortage, the Quebec Toyota Dealers Association had to adapt and shift its focus from short-term sales to increasing future brand consideration.

COVID-19 had a significant impact on the global supply chain, and the auto industry was one of the most affected sectors. Electric vehicles, including hybrids, are becoming an increasingly popular choice. As a leader in the hybrid category, Toyota could naturally centre its communications on these products to attract future buyers in Quebec.

 Our research revealed that 42% of these consumers were millennials. The main challenge was that this key demographic primarily intended to buy from competitors. We were in a fortunate position to change that trajectory.

We discovered that millennials were seeking peace and quiet. Toyota's hybrid vehicles, with their ability to offer a quieter driving experience, became the key to engaging these potential buyers. Instead of producing a typical loud and flashy automotive campaign, we focused on the theme of silence at every touchpoint. The strategy aimed to engage our target audience in busy, noisy environments to highlight the contrast that Toyota hybrids could provide, creating a sense of sanctuary for these potential buyers.

We collaborated with two invaluable partners—Pelmorex and a real estate firm that had access to the necessary decibel data—to create a noise map for the province of Quebec. Pelmorex linked decibel data (ranging from 0 to 5) from over 221,000 postal codes with its anonymized and aggregated location data to complete the map. This allowed us to target millennials living in noisy areas and inspire them to seek out quieter environments. To engage their interest, we worked closely with creatives, drawing inspiration from anti-stress trends such as autonomous sensory meridian response (ASMR), nature sounds, and the slow living movement.

The data was first used locally on Pelmorex's platforms to launch our slow-living-inspired banners and leverage its postal code-targeting capabilities. It was later extended to global platforms like YouTube, Facebook, and Instagram, where we featured inspiring sensory videos incorporating nature sounds and automotive sound design to enhance Toyota’s audio brand identity. On Spotify, a key audio platform, we featured audio spots with nature sounds to provide calming and inspiring moments for millennials.

- 68% increase in visits to Quebec dealerships by 25- to 32-year-olds.
- Click-through rate (CTR) for our YouTube execution reaching 2.72%.
- 64% lower cost per user than the national average from the previous year.
- Compared to 2021, we reached 257% more millennials, engaged 144% more with them, and garnered 120% more video views, all with 62% less investment.
- 267,000 new prospects to our retargeting pool of millennials, ready to be converted through social networks.
- Searches for the Corolla hybrid, the star of our campaign, saw a conversion rate (find a dealer, use the calculator, etc.) that was 177% higher compared to the same period in 2021.

Partner With Us

Are you looking for a partner that is just as passionate about your business growth as you are?

Find out how our unique structure makes us the perfect choice.

Our Company

Frequently Asked Questions

Local Planet is a global media agency network formed by leading independent, privately owned media agencies from across the globe.

Local Planet is present in 137 markets and manages more than $16 bn investment for our clients.

Local Planet is the largest privately owned media agency network. The network is wholly owned by its agencies and management via a joint shareholding model, so we do things differently from the traditional holding companies.

We want to right the wrongs of international media. We want to better serve certain international advertisers whose needs are not well met by Holding Companies as they aren’t the largest advertiser in their category nor a top ten client.

We have 50 senior and experienced international members in our Global team, consisting of Global Leaders for: Client Management, Digital, Data, Trading, Strategy, Innovation and Growth.
We have regional Leaders in: EMEA, NA, LATAM and APAC, and Network Directors in 35 key markets.