With the rise of digital technologies and the internet gaining the attention of a target audience and maintaining it long enough to establish brand messages has become more difficult for advertisers. In modern cities people are exposed to hundreds if not thousands of brand messages every week in both print and through digital media. To grab someone’s eye in this environment advertisers require highly targeted and engaging platforms.
Executive Channel is an example of an organization that has gained international success by creating a platform that speaks to a niche audience of executive office workers. The company was founded by Bruce Fink, Charles Parry-Okeden and Craig Cohen in 2005 and has since established a presence in Australia, the United Kingdom, France and Holland.
To quickly explain the structure of Executive Channel: Executive Channel International (ECI) is the parent company of Executive Channel Network (ECN). Bruce Fink’s privately held Bickham Court Group (BCG) has a controlling interest in ECI. Bruce Fink currently serves as ECI’s Executive Chairman.
In 2014 Bruce Fink announced that Mr Kim Williams AM and Dr Frank Wolf OAM had joined ECI as non-executive directors. Mr Williams AM is the former CEO of News Limited and Dr Frank Wolf OAM is a co-founder of the Abacus Property Group. At the same time, Media i Managing Director Chris Winterburn became an executive director of ECI. These appointments marked the continued expansion of ECI internationally.
Executive Channel is now a world leader in office media, providing communications solutions tailored to the office environment. The company operates a network of digital screens installed throughout major office buildings. A wide range of digital screens integrate with office spaces, including premium high definition video walls, large format digital screens in office foyers, in-lift screens, brand interactions and corporate car park displays. On these screens a combination of real-time news, industry information and full-motion display advertising is shown. This network and the content displayed connects executive office workers to relevant content and provides brands with a highly targeted advertising network.
One of Executive Channel Network Australia’s latest campaigns has been for Taylors Wine. This campaign incorporates ECN’s smart schedular technology to show the correct temperatures to drink different wines at. The concept arose from Taylor’s Wine research which showed that Australian wine drinkers were drinking their wines at the wrong temperatures, which meant they weren’t experiencing the optimal flavours. ECN’s campaign compares current weather and optimal drinking temperatures for different Taylor’s Wines.
Richard Carr, Managing Partner of Mr Wolf commented, “When we conceived the Optimum Drinking Temperature concept for Taylors, we knew that the ECN would not only be a hugely relevant channel in terms of reach but also that they’d be a great technology partner to bring the concept to life.
“The ability to serve tailored messaging triggered by the current temperature is a hugely relevant way to educate consumers about the importance of drinking wine at the right temperature. We’re thrilled with the end result”.
Executive Channel’s success must be attributed to multiple factors. Their strategic positioning means ECN is continually present in the lives of a niche audience. However this does not automatically lead to audience engagement. ECN continues to research their executive audience in terms of their lifestyle, purchasing decisions and interests so that they create meaningful connections between executives and advertisers. It has been found, for example, that 70% of Australia’s CBD office workers identify as wine drinkers.
Other facts about their audience that ECN has found is that 89% of Australian executives conduct personal transactions online at work, 45% book leisure travel online at work, 37% research new cars at work and 70% of ECN’s audience are between the ages of 25 and 49 years old. Executive people are found to be positively interested in various product categories including premium food and wine, new gadgets, automotive, finance, fashion, the arts and destination retail. This information helps ECN identify the information their audience is searching for and to match this with relevant advertisers.
ECN is also at the forefront of digital display. As shown in the Taylor’s Wine campaign, ECN’s smart technology draws meaningful connections between the executive’s context and brand messages. Not only are the installations made to integrate with the design of a property, digital displays are both visually stunning and responsive to the environment (such as showing executives the outside temperature). These properties engage executives and make brand messages more relevant.
Executive Channel Network’s international footprint now incorporates over 1,000 installations in iconic office buildings. Over one million office executives engage with the brand messages displayed across the network each week. The company is only expected to continue to grow internationally as it fills a gap in advertisers needs: engaging an affluent and elusive audience in their place of work with an understanding of their interests and the way they make purchasing decisions.
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