Digital Audio: Swissper and Brezelkönig rely on Shake Me Ad
Brezelkönig is relying on digital audio for its current promotional campaign "A Royal Kickstart". With the "Shake Me Ad", commuters are targeted via their headphones in the mornings throughout October. At the end of the ad, people are encouraged to shake their cell phones to get all the relevant information about the promotion and Brezelkönig locations.
"This channel allows us to reach our target group exactly where they are already paying attention - on their favorite platform while listening to their favorite music," says Carola Galliker, Junior Marketing Campaign Manager at Valora Food Service Switzerland. "At a time when more and more people are consuming digital content on the go, digital audio, especially with the Shake Me Ad, offers a unique opportunity to generate attention in a familiar environment and actively involve listeners in our campaign."
The agency responsible, Swissper, designed, implemented and managed the digital campaign for Brezelkönig. In close collaboration with TonstudiosZ, the 360-degree audio spot was also produced, perfectly showcasing the brand and giving listeners a unique audiovisual coffee and croissant experience.
"Around 60-65% of smartphone users on public transport in Switzerland listen to music or stream podcasts. This means that around 2 to 2.3 million people listen to audio content on their headphones every day. Our campaign therefore addresses the target group at exactly the right moment in the right channel. We place the message in an appealing way, virtually in their heads. Targeting couldn't be more effective," explains Philip Hohl, Managing Director at Swissper.
The time targeting used - the ads are only played out in the morning during rush hour - is also intended to strengthen the targeted approach to commuters who use public transport every day. This should ensure a high reach and presence for Brezelkönig at the most relevant time of day within the target group.