Media > Target Audience
MEDIACOM, Vienna / undefined / 2004
Zipfer beer, a traditional Austrian beer brand, established the Zipferzone, a chill-out area at events and concerts for people to meet up, relax and have a beer before, during and after the concert. The communication goals were to drive instant awareness for the brand and to rejuvenate the brand with trendy values.
Zipferzone immediately built a database with over 16,000 registrations with numbers still rising. Image figures conducted through client’s research showed a clear uprise in the younger target group.
Web Campaign: shaped pop-ups and microsites had great branding impact and interaction rates. Only a few clicks were necessary to get from the first contact to a successful registration. The SMS sent to registered users stated the voucher number, date of event and location and the Zipfer brand name.
Consumers were contacted at several touchpoints and at different times with a recognisable brand appearance, easy to follow from its first appearance on the web, to direct mailing and the branded presence at the venue.
Establish Zipfer as 'the beer brand' to drink at events which was supported by a high reach Internet campaign, addressed to 18-34 year olds. Interactive Zipferzone ads on top Austrian websites announced the competition to win vouchers for free beer at top events and concerts. The winning participants received a digital voucher via SMS on their mobile, which they could exchange for free beer at the venue. Speaking A continuous TG approach was a key strategy. First impulse approach via interactive Internet ads, then personalised contacts, followed by ongoing communication announcing new concerts.
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