Client: The Welsh Government
The COVID-19 pandemic has been a tumultuous, unpredictable time for governments, having to clearly communicate information that changed almost daily due to unforeseen (and often conflicting) scientific, economic, and public health advice. The Welsh government turned to iCrossing to communicate its official COVID-19 public health messages via a programmatic display campaign.
With no prior learnings to lean on, the campaign needed to be nimble and keep up with the ever-evolving coronavirus conversation by allocating the right budget to the most effective ad spots, with highly relevant targeting. Being agile and reactive in an unpredictable time helped us make an incredible impact.