Media > Use of Media
TKMSTARCOM, Dusseldorf / undefined / 2006
Overview
Credits
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
Best use of TV
PROCTER & GAMBLE, OGILVY & MATHER SANTIAGO
Best use of Sponsorship
PFIZER, JWT BRAZIL
More Entries from TKMSTARCOM
24 items