TBWA\Zurich relies on cross-moments advertising for post advertising
Advertising when attention is at its peak: TBWA\Zurich has created a campaign for Post Advertising called «Cross-Moments Advertising.».
Post Advertising and TBWA\Zurich have jointly developed a new concept designed to create a real impact in an advertising world dominated by reach and a flood of data. "Cross-moments advertising" is designed to create targeted advertising impulses at moments of heightened attention. By combining physical and digital touchpoints - from post offices and petrol stations to app-supported solutions - advertising moments are created that reach consumers without distraction at the crucial moment, rather than multitasking. "Today more than ever, advertising is part of an intelligent ecosystem. We create strategic solutions that generate relevance, work across channels and cover the entire value chain," summarizes Oliver Egger, Head of Media and Advertising Market at Post Advertising.
Three core principles
On the one hand, the cross-channel approach focuses on maximum advertising impact through eye-catching placements in moments of minimal distraction - such as when waiting at the petrol pump or in the post office. This creates advertising messages that inspire, inform and trigger buying impulses.
The playout is data-driven, which ensures the highest possible relevance: messages tailored precisely to the target groups are played out at the right moment.
In addition, the advertising strategies of Post Advertising are dynamic: the offerings are constantly evolving to adapt to changing media behavior.
Campaign with the right solution
The strategy for "cross-moments advertising" is based on a prior market analysis. "By focusing on these particularly valuable advertising moments, we have brought to the fore what makes Post Advertising unique in the market and what specific added value the offering creates for brands," explains Lukas Diem, Chief Strategy Officer at TBWA\Zurich.
A multi-stage campaign is designed to raise awareness of the concept among marketing and communications professionals. Questions on advertising and media planning are posed like in a quiz, and the solution "cross-moments advertising", the correct solution, is placed alongside other, more or less plausible alternatives.
The second phase continues visually: images are used to highlight the offers of "cross-moments advertising" and make them tangible. Clear, entertaining and with a pinch of humor. For example, the presentation of a petrol station screen is preceded by the question of where you look while filling up. The answer from a multiple choice of photos should be simple, and the increased attention on the DOOH screen logical. In the third phase, Post Advertising uses a concrete example to show how the whole thing works in practice.
The campaign runs specifically on display ads, on YouTube and interactive special formats, DOOH screens in agencies and as advertisements in specialist magazines. There are also ads where the answers can be scratched off.
Responsible at Post Advertising: Karina Chodorowska (Head of Marketing & Sales Solutions), Fabiène Bachmann (Head of Marketing Advertising), Laura Donati (Senior Project Manager Marketing Advertising), Yannick Lehmann (Performance Marketing Manager). Responsible at TBWA\Zurich: Lukas Diem (Strategy), Manuel Wenzel, Michael Kathe, Tom Kees, Manuel Silva, Daniel Lutz, Nicolao Garcia-Negrello (Creation) Sabrina Stöckli, Nadia Bruni (Consulting), Melanie Furrer (DTP), Sven Eliewsky, Aline Eggert (Omnicom Production). Responsible at Mediaplus Suisse: Sarah Hammami (Client Service Director), Hans-Hermann Hahn, Kay Tschannen, Philipp Spühler.
