More app downloads thanks to TV advertising on small channels

The Schtifti Foundation's campaign encourages young people to eat healthily and take more exercise.In March 2014, the TV advertising campaign for "Gorilla", a program run by the Schtifti Foundation to raise awareness of exercise and nutrition among Swiss children and young people, ran for two weeks in French-speaking Switzerland (on Cartoon Network, Rouge TV and TVm3) and for three weeks in German-speaking Switzerland (on Comedy Central, DMAX, MTV, N24 and VIVA CH). The campaign was designed to increase brand awareness of "Gorilla" and its core themes as well as awareness of and interaction with its website and app.The impact analysis clearly shows how effective TV is, especially on small channels: In French-speaking Switzerland, a total of 331,082 people were reached during the two-week campaign period and the TV ad was seen an average of 5.8 times. During this period, the Schtifti Foundation recorded a 315.4 percent increase in use of the Android app, a 72.6 percent increase in use of the Apple device app and a 152.4 percent increase in use of the website compared to the previous month.2,725,240 people (net contacts) were reached during the three-week campaign period in German-speaking Switzerland and the TV ad was seen an average of 5.6 times. During this period, usage of the Android app increased by 443 percent, usage of the Apple device app by 252 percent and usage of the website by 117.9 percent compared to the previous month.1,277 new Apple downloads and 1,630 new Android downloads were recorded for the "Gorilla" app, accounting for 50 to 70 percent of new visitors compared to returning visitors to the website.

For Bastian Sarott, Partner Relation Manager at Goldbach Media, this comes as no surprise: "We are delighted with the success of the Gorilla campaign, because it shows wonderfully what kind of advertising impact small TV stations in particular can achieve. Brands are often even perceived more positively on special interest channels than on the big competitors. "Roger Grolimund, Managing Director and founder of the Schtifti Foundation, is delighted with the impact that Goldbach Media has been able to demonstrate with the case: "The results are really indescribable for us: with all our other efforts, we have never been able to record such high spikes in visitors to our website. We were able to reach our target group, the 10 to 20-year-olds, in an ideal way."