Goldbach Media and Unilever combine mobile and DOOH
«It’s soup time tonight!» Unilever, together with its Knorr brand and Goldbach Media, brought this message to Switzerland through an interactive campaign that cleverly combined mobile and digital out-of-home advertising.
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The aim was to appeal to customers on the move and whet their appetite for a hot soup in the wintry temperatures. An appetizing spot was broadcast as an ad on a total of 11,525 digital out of home (DOOH) screens in German- and French-speaking Switzerland and as an ad on mobile devices. On mobile, users also had the opportunity to answer a question. The trick: the answer was revealed in the advertising material on the DOOH screen. So those who were in the vicinity of a screen and paid attention to the advertising shown there had an advantage. Got a taste for it? Following the mini-quiz, users were able to find out the nearest sales location by map. The campaign ran for four weeks in February.
Dream Team Mobile and DOOH
The result is impressive. The ad reached 8.5 million gross contacts on DOOH screens and around 1.5 million ad impressions on mobile. The interplay between the DOOH and mobile campaigns worked. Within a radius of 100 meters of the screens, the click-through rate was 1.24 percent; away from the screens, it was only 0.54 percent. Users who had previously seen the spot were therefore more than twice as likely to take part in the quiz and benefited from the information advantage. Around 50 percent of the registered answers were correct.
Best informed
A survey by the Gesellschaft für Konsumforschung (GfK) also found that around 25 percent of respondents recalled seeing the Knorr ad either on mobile or on a DOOH screen. A full 23 percent of respondents even said they had bought the product after seeing the ad. The combination of outdoor advertising and mobile ads was very well received by users. More than half of the respondents said they could obtain more information about a product without any effort.
Darius Barmettler, Key Account Manager at Goldbach Media, oversaw the campaign and is pleased with the result, which confirms the company's strategy in the field of digital outdoor advertising: "The successful results are due in no small part to our digital place-based screens, which receive special attention thanks to their positioning in waiting situations."
