Adello: Mobile Advertising in 1st PlaceTP4T1
Advertising on mobile devices works across all industries. Two case studies from Adello demonstrate why smartphones and tablets allow for more creativity than other media formats and how the use of technology impacts the effectiveness of campaigns.
Swiss musician Seven (Sony Music) climbs from 0 to #1 in the album charts, while "The Bachelorette" gives TV channel 3+ the best primetime evening in its history. Both campaigns achieve best results and Adello is responsible for them, both cases have in common the use of the creative templates and the technology of the Swiss mobile advertising company.
Sony Music: Seven
From 0 to 1 in the hit parade: Audio Cube with video integration and connection to iTunes helps the Swiss artist to the most successful album release in his history.The smartphone is not only the most important mp3 player for music, the iTunes music store integrated on it is also the most important sales channel for the music industry. Adello developed a new advertising template for the major label Sony Music, which was used for the first time to promote the 16th album of the Swiss soul artist Seven. In order to sell music, it must be made tangible, which can be optimally staged on the smartphone thanks to the soundtrack and music clip.
A swipe across the ad streams the chorus of the current hit single, and the associated video clip starts automatically. In addition to linking to tour dates and tickets, the campaign's primary goal is to generate album sales, which is done directly from the advertising medium thanks to the seamless connection to iTunes. The novel campaign set-up does not miss its target: The album "BackFunkLoveSoul" brings the musician from Aargau the biggest success of his career with position 1 in the official Swiss album charts.
3+: "Bachelorette
Swipe Cube with multi-dimensional calendar storage function, multi video integration and live stream connection gives the channel the best primetime evening in its history.For the launch of the new docu-soap "The Bachelorette", Adello programmed a new type of advertising creation for the private channel 3+, which makes the debut season known to the target group and positions it emotionally by means of video streams directly controlled in the ad unit. A Click to Calendar option also saves all broadcast dates of the eight episodes on the smartphone and automatically reminds viewers of the broadcast of the new episode with a push alert on the home screen on the evening before and the morning of the broadcast day. The Cube also supports "try before buy": a click on the advertising material opens the station's real-time TV signal, with Zattoo acting as the technical partner.
To guarantee maximum relevance and ensure that the content appears correctly in the live stream, the campaign was exclusively synchronized with the TV broadcast. During advertising breaks on the channel, the campaign on mobile was therefore also temporarily interrupted.
The combination of these measures also had a big impact, giving the TV station the best primetime evening in its history: In the advertising-relevant target group of 15- to 49-year-olds, a market share of 20.2 percent was achieved, which was twice the reach of SRF. Among 15- to 34-year-olds, the share was as high as 28.6 percent.
Swipe Cube
Both showcases are based on the architecture of the "Pushdown Swipe Cube", a mobile advertising form that Adello already developed in June 2013 and which is now one of the standard ad units in the Swiss mobile advertising market. In addition, Adello has introduced various other advertising innovations such as Autostart Videostitial, Engage Pass or Contractitial.
