Bernina Express campaign by RhB is "Campaign of the Month July
The Rhaetian Railway RhB wins the title "Campaign of the Month July" from Capture Media. With an innovative always-on concept and a vibrant campaign strategy, the RhB succeeded in raising awareness of the Bernina Express while generating high-quality traffic to the website.
2023 marks the 50th anniversary of the Bernina Express, which the Rhaetian Railway and Wirz are celebrating in an anniversary campaign (Werbewoche.ch reported).
The anniversary campaign aims to duly celebrate the legendary Bernina Express, which has been traversing the picturesque Swiss landscape for half a century. At the same time, the focus is to be on the diversity of the RhB and the unique experiences it offers.
Awareness and demonstrable commitment
The always-on setup starts classically with an awareness flight. Interactive ads - known as "ad engagement" - are used to strengthen people's emotional bond with the train. The ad was able to generate a very good ad engagement rate of 3.61% - the benchmark is 2% - with a clickout rate of over 1%.
In the Consideration phase of the site engagement setup, three successive flights are then used for demonstrable user engagement on the landing page to immerse the target audience deeper into the world of RhB.
High quality through score-based always-on
The site engagement campaign is characterized by its clear focus on high-quality push traffic to the website, and its particular strength lies in its adaptability. RhB can use its budget flexibly and tailor the campaign precisely to the needs of users in an optimized way. The use of the "Fusedeck Scoring Model" makes it possible, based on a daily analysis of the sum score, to be present at the right moment and to drive high-quality traffic to the website. The higher the score, the better the quality of the user's surfing behavior - a relevant indicator for the sustainable success of a campaign.
The RhB score development shows that the demand for the advertised offers increases continuously during the three campaign flights. The KPIs defined and achieved, or exceeded, also show the positive effect of the dynamic optimization of advertising targeting based on the score. The engagement rate of 88.47% is above the industry benchmark of 65%. Active dwell time on the landing page also increases from flight to flight, averaging 1 minute and 44 seconds. This indicates that not only the right target group is reached - the visitors:inside are also more involved and can be activated above average. The "Book Now" button shows a clickout rate of 13.45%.
"With the always-on campaign, we were able to use our budget flexibly and fully adapt the campaign to the user. As soon as the search volume and score for the Bernina Express increased, we also started the campaigns again," explains Bianca Kohler, Web Publisher and Online and Mobile Specialist at RhB. "This allowed us to pick up the user at the right moment. As a result, we were able to drive high-quality traffic to our website. In addition, we were able to generate high-quality audiences with the traffic, which we can in turn use for later campaigns."
Responsible at RhB: Bianca Kohler (Web Publisher / Specialist Online and Mobile). Responsible at Capture Media: Panida Dalla Monta (Senior Digital & Analytics Specialist), Sandro Albin (Managing Partner), Nicole Ruckstuhl (Business Developer). Responsible at Wirz Group: Janna Löhr (Account Manager).
