Media > Use of Media

ARE YOU READY TO COME WITH US?

TKMSTARCOM, Dusseldorf / undefined / 2006

CampaignCampaignLayout(opens in a new tab)
Presentation Image
1 of 0 items

Overview

Credits

OVERVIEW

Audience

Imagine yourself getting off the bus or tram by a cemetery, and being asked "When Are You Coming?" - by an ad for a tour operator!A truly tailor-made, all-encompassing media-enabled connection with high impact and ironic relevancy.This is how we turned mere contacts into pure connectivity.

CommunicationGoal

Our client is a mid-sized tour operator in the tourism industry.

Competitive spendings have never been higher, so that our brand´s goals of significantly increasing awareness and sympathy seemed almost impossible to meet.And the campaign appeared to be hardly an outstanding opportunity.

How to break through the clutter?

Effectiveness

According to NIKO research, brand awarenessincreased by 6% and consideration even increased by 11%. A leading newspaper, the Stuttgarter Zeitung featured our idea, generated extra PR and added further to the success of a campaign that appeared initially to be "just one of those normal outdoor campaigns".

Implementation

The medium is the message, right?

Radio was a simple task due to the nature of the creative.The challenge lay in transferring the message across media to outdoor whilst maintaining its relevance and impact.The solution we came up with was "Creative Placement".

We took a good look at the outdoor sites, realised that many cemeteries have their own bus or tram stop - and made sure that our campaign was seen, exactly there!

MediaStrategy

According to industry research, not more than a minimum of 2% and a maximum of 20% of all messages truly connect with the consumer.

The creative concept used an old German pop song everybody in Germany remembers - with the lyrics "Wann Kommst Du?" which means "When Are You Coming?". A free-from-clutter radio and outdoor strategy was developed to circumvent and successfully counter the heavyweight competitive TV campaigns.

More Entries from Best use of Outdoor in Media

24 items

Grand Prix Cannes Lions
LAUNCHING AN AIRLINE ON THE SMELL OF A LYNX CAN

Best use of Mixed Media

LAUNCHING AN AIRLINE ON THE SMELL OF A LYNX CAN

LYNX, UNIVERSAL McCANN

(opens in a new tab)

More Entries from TKMSTARCOM

24 items

Shortlisted Cannes Lions
GET THE PARTY STARTED

Youth Marketing (up to 18 years old)

GET THE PARTY STARTED

DEBITEL, TKMSTARCOM

(opens in a new tab)