In the new Galaxus poster campaign, each subject is unique

In its last two out-of-home campaigns, Galaxus already focused on the breadth and depth of its product range. On 48 posters (in German and French), the online retailer showed egg cups, pendant lights, rubber boats, and stunt kites - a product selection that had to be representative of the entire Galaxus product range and was scattered randomly. The idea to use anonymized user data for the creation of location-specific advertising material arose from the demand to show a wider range of products and to place them in a more target group-specific way.

Now the company is going one step further. Anonymized order data serves as the basis for the fully automatically created subjects, which were neither manually laid out nor corrected afterwards.

On 4,001 posters, 579 eBoards and ePanels, 6,389 hanging boxes and 245 advertisements, Galaxus shows the regional shopping behavior of its customers and includes regional comparisons. All subjects are unique. Computer-generated one-offs. And they were each created for a specific placement.

For the poster companies and print shops, this was also a first and a logistical challenge. Each poster had to be placed in exactly the right poster location, otherwise the campaign would not work. APG|SGA writes in a statement that the campaign was an "extraordinary and unprecedented challenge on this scale." To give an insight into the work of the poster company, the work of afficheur Marcel was shown in a livestream on Monday morning at the start of the campaign - he has been working for the company for 30 years.

An interactive map - available at Galaxus.ch - shows all poster sites and the corresponding subjects throughout Switzerland.