Capture Media: Lucerne City of Music is "Campaign of the Month" May
Capture Media, a digital specialist, selects a «Campaign of the Month» from among all ongoing campaigns. In May, the «Musikstadt Luzern» campaign won, impressing the judges with its creative and interactive approach to promoting the music scene.
The Music City Lucerne campaign was named "Campaign of the Month" May. With its unique and playful approach as well as outstanding results, the campaign convinced and demonstrably reached the target group in a playful way thanks to an impressive mix of musical passion and interactive elements. Capture Media's award is based on strict criteria such as relevance, creativity and performance.
The campaign aimed to make musical experiences in Lucerne, the city of music, known to a wider audience. By using the interactive advertising medium Ad Engagement, users were able to playfully immerse themselves in the world of music and discover their interest in the various instruments and musical offerings in Lucerne. This innovative form of advertising thereby serves the upper funnel in the awareness area. Due to the active interaction of the users with the advertising medium, which takes place out of their own interest, this form of advertising is popular with both advertisers and users.
Good campaign results
On the ad, users had the option of selecting a preferred instrument. As soon as they clicked on the call-to-action, they were redirected to the subpage of the ad. There, the users could finally put the notes together or complete the melody. After the last bar, another subpage opened automatically, where users had three options for interaction: kick to the Musikstadt website, try out another instrument, or play a short video sequence of the previously successfully assembled piece of music.
In total, more than 312,000 ad impressions were generated, resulting in 14,429 engagements. This results in an ad engagement rate of 8.12 percent - which is well above the benchmark of 2 percent. The clickout rate was measured at 0.70 percent. This proves the assumption that interactive forms of advertising meet with high acceptance, as users are intrinsically motivated and act out of genuine interest.
Responsible at Lucerne Tourism: Marco Zemp (Head of Marketing and Sales / GL Member at Lucerne Tourism); André Burri (Markerting Manager). Responsible at Capture Media: Leona Zerr (Digital & Analytics Specialist Vice Lead), Jan Bachmann (Business Developer), Leandra Cherella (Digital Designer).
