Crossmedia campaign increases brand awareness and brand familiarity
The mobile communications market is highly competitive. This makes it all the more important to constantly increase and promote brand awareness with the help of qualified branding measures. freenet, Germany's largest network-independent telecommunications company, is also facing up to this challenge and has now successfully implemented a new campaign approach in collaboration with Ströer and Permodo. The focus here was on the central dovetailing of public video and a mobile re-approach to users. The aim was also to find out to what extent the use of both media channels works in combination and whether advertising recall increases among users who have had at least one repeat contact with the campaign on a mobile device in addition to the contacts with the public video campaign.
As part of the campaign, the freenet world product groups were presented (mobile telephony, Internet and TV entertainment). DOOH was extended on mobile via MaxScreen retargeting with interactive rich media ads. A Brandlift survey was conducted at the same time. As a result, the strongest uplift by far was achieved in the metrics of brand awareness and brand familiarity among users with advertising contact with public video and mobile. This demonstrated the increased effectiveness of the convergent approach.
Jan Schirmer, Leiter Digital Marketing & Media und Julia Luther, Programmatic Advertising Manager
An ideal dovetailing of DOOH and mobile
“We are very pleased that we were able to impressively prove with Ströer and Permodo that a meaningful advertising contact extension in additional media has a very positive effect on the impact of the message. With Max Screen Retargeting, we were able to target mobile users who had already been in contact with our DOOH campaign and this combination achieved the best advertising impact.” – Jan Schirmer
“Within our digital strategy, it is particularly important to us to create synergies, to make our media mix as efficient as possible and, above all, to accompany the user throughout their customer journey until they make a purchase. The dovetailing of DOOH and the mobile retargeting of users allowed us to try out a new, promising approach and thus strengthen freenet's brand awareness and advertising recall.” – Julia Luther
Details
- Duration: March - April 2022
- Medienart: Public Video: Infoscreen, Station, Mall, Roadside, Giant Indoor & Outdoor Mobile Rich Media Ads
- Special campaign parameters: Accompanying brand lift study
- Territory: national
