APG rolls up the Prinz case
Cross-media During the summer advertising slump, the dating platform PartnerWinner.ch caused a stir with its teaser poster campaign for a "prince" looking to get married.
Crossmedia During the summer advertising slump, the dating platform PartnerWinner.ch caused a stir with its teaser poster campaign for a "prince" looking to get married.Allgemeine Plakatgesellschaft (APG) is now presenting the results of the campaign as a case study on the combination of out-of-home advertising and mobile direct marketing. During the two weeks of resolution, PartnerWinner recorded around 25 percent more new registrations than before the campaign. On average, 160 people registered per day. During the teaser phase, Prinz's cell phone number received a total of 1679 calls and 2330 text messages. Around 600 posters were displayed in the Basel, Bern and Zurich conurbations. The reach was 93% (102,000 single women aged between 25 and 50) and the cost was CHF 5.15 per person in the target group. The case study can be downloaded from the APG website.
