Media > Data
HEIMAT ZÜRICH / SWISSCOM / 2017
Overview
Credits
CampaignDescription
Swiss people feel guilty when they’re being lazy, when they watch TV. They feel like their time is not spent well. Especially during wintertime because Switzerland offers so many outdoor activities like skiing, snowboarding and hiking.
However, the weather during winter time in Switzerland is often harsh and horrible – the best reason to stay inside, be lazy and watch TV. That’s why we turned the weather into an advertising campaign for Swisscom TV and its unbeatable variety of TV channels: Bad weather is TV weather.
Execution
We created a custom-made system that analyzed Swiss weather databases. So, wherever in Switzerland a bad weather front approached, a snowstorm, a rainshower or heavy fog, our software published locally individualised Banner Ads.
In real-time, every Swiss was informed about the upcoming weather situation with a banner ad displaying the current weather situation. So, they could order Swisscom TV right-away on their tablets, mobile phones or desktop computers and avoid the bad weather.
The system also used data from Swisscom to see if the user is already an existing customers or not, this helped us narrow down the target group to only those who would be considering changing their provider. The people were primarily targeted on sites that offer ideas for free-time activities, like regional newspapers, weekend booking pages and event-finder sites.
The campaign was on-air from November 19th 2016 to January 12th 2017.
Outcome
Swisscom TV 2.0 is now the most popular TV program provider in Switzerland: More than 25% of all Swiss subscribe to Swisscom TV after the campaign
In a highly saturated market, the campaign exceeded the high sales targets by more than 25%.
The campaign reached over 75% of all people in Switzerland.
Over 30,000 interactions and more than 50,000 site clicks and a perfect low CPV of only 2 centimes.
Specific targets (not entirely):
- CTR: achieved: 0.70% (target: 0.23%)
- Clicks (awareness, desktop): achieved: 60‘961 (target: ca. 23’000)
- Impressions Desktop (awareness + performance): achieved: 25.94 mio. (target: 22.39 mio.)
- Impressions Mobile (awareness + performance): achieved: 9.380 mio. (target: 8.81 mio.)
-> All KPIs are high above the target values.
Relevancy
This campaign was all about reaching the right people at the right time on the right channel.
A custom-made system that analyzed Swiss weather databases allowed us to deliver our campaign message "Bad Weather is TV Weather" only to people in areas which were affected by bad weather.
We targeted the audience primarily on-the-go, outside where they experienced the ugliness of bad weather on mobile which made them most prone to switch to Swisscom TVs program offer.
Additionally, data from Swisscom helped us to deliver the message only to people that weren't already customers.
Strategy
We targeted the audience primarily on-the-go, outside where they experienced the ugliness of bad weather on mobile which made them most prone to switch to Swisscom TVs program offer.
Additionally, data from Swisscom helped us to deliver the message only to people that weren't already customers.
Synopsis
Situation:
Swiss people feel guilty when they’re being lazy, when they watch TV. They feel like their time is not spent well. Especially during wintertime because Switzerland offers so many outdoor activities like skiing, snowboarding and hiking.
The Brief:
To convince people that it’s okay to be lazy and watch TV, even in winter time. And to make Swisscom TV the most popular TV program during winter in Switzerland.
Objectives:
To change perception and convince Swiss people that there’s a right time to watch TV, even during winter time in Switzerland.
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