Putting Thales front-of-mind during RSAC 2025

As a global leader in advanced technologies across defence & security, aeronautics & space and Digital Identity & security, Thales always seek to be front of mind.

The RSA Conference in San Francisco from 28^th April – 1^st May 2025 represented a strong opportunity for Thales to reach key decision makers within the Cybersecurity space. As a leading voice within the industry, Thales are open to new and engaging strategic ways of working.

Enter Lane Media. By partnering with Uber, we delivered a hyper targeted ad campaign that didn’t just move people, it moved metrics.

Through Uber’s Journey Ads, which appear to on-app users while they’re en-route or waiting for their ride, Lane media helped Thales seize a unique opportunity: Connecting with RSAC attendees and business professionals in the exact moments they were headed to or moving around the conference.

Thales tapped into Uber’s premium events package and audience data to target:

• RSAC attendees on trips to/from Moscone Centre
• Business professionals in San Francisco who attend conferences
• Business Uber users within 0.5m of the Moscone Centre

Using bold creative and strategically timed placements with a CTA directing users to Thales’ specific booth at RSAC, we not only reached relevant attendees but strongly encouraged conference outreach for Thales.

🚗 35,388 completed trips (vs. 32,000 booked trips)
👆 CTR: 2.70% (exceeding the 2.5% benchmark)
📲 Swipe Rate: 3.58% (beating benchmark range of 2.5–3%)
⏱ Avg. duration with ads: 127 sec (vs. 100 sec benchmark)

Using specific business profiles and targeting users en-route to the conference, we reached users who were genuinely interested in Thales and their CyberSecurity products.

Add in impactful and relevant creative which directed users to Thales’ booth at RSAC, we smashed campaign benchmarks. The campaign provided more than visibility, we delivered real results in a space that’s traditionally hard to cut through.

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