Capture Media accompanies Denner's Frischehexe spot with interactive advertising medium
Denner’s “Frischehexe” commercial, created by Jung von Matt Limmat, has been airing since October 2020. Since spring, this mix of video content has been supplemented by interactive advertising materials from Capture Media.
Proving the effective impact of TV-accompanying online measures has long been a challenge. The well-known problems such as banner blindness and lack of acceptance of online video advertising Denner solves this problem using digital advertising media with guaranteed interaction.
The interactive Internet offers the opportunity to accompany content from analog media such as TV with high-impact, interaction-based advertising. With its interactive ads "Ad Engagement", Capture Media assumes the risk by charging its clients for the service only when there is conscious interaction via cost-per-ad engagement.
For this setup to work, a storyline tailored to the user experience must be designed. Capture Media takes care of the concept, creation, campaigning, tracking and reporting.
As part of the Denner Frischehexe campaign, Denner is allowing users to take on the role of the witch as well as Hansel and Gretel with the "Witches' Kitchen Challenge". As the first interaction, users can open the hatch to the siblings' cage using hover, swipe or in-ad clicks to enter the witch's kitchen.
Only at this point, when the TV spot has been recognized, is the engaged user billed via the CPAE. The advertising objective is therefore demonstrably fulfilled via billing. According to Capture Media, 1.7 million ad impressions have been delivered to date. In the process, 4.31 percent of conscious user interactions were achieved.
Subsequently, users can continue to work their magic and select various fresh ingredients - bought at Denner - to conjure up one of the various powerful and vitamin-rich menus.
Steeled by the vitamin bombs, Hansel and Gretel throw the witch out of her little house.
Depending on the menu, the fly-o-meter displays a different flight range for the witch.
Then the user is at the end of the ad engagement journey. Around 30 percent of all users who played to the end restarted the "Witches' Kitchen Challenge" via "Play again?". Others used the "Discover now" button to go to the Denner website.
Capture Media created the advertising material entirely from existing video material.
Responsible at Denner: Pascal Trütsch (Deputy Head of Marketing Communications). Responsible at Capture Media: Leona Zerr (Campaign Manager); Alexandra Münch (Business Developer); Michel Mariani (Business Director) . External partner: Drastik, Simon Wick (Managing Director, Creation). Responsible at JBW MediaNina Rolle (Deputy Managing Director / Partner).
