Cross-media campaign: putting windows in the right light

Stefano Viani

Management

30 Sep 2020 Digital Marketing SEA

Putting windows in the right light - analog and digital. Strikingly unusual, perhaps even a little provocative. A campaign that sticks, even if there is no time to linger. Peace, security and thermal protection. In the midst of station hustle and bustle. But not only big and bold, but also small, on the screen. The wish: a cross-media complete package. Effective. Regardless of the format.

Eingängige Texte und eine progressive Bildsprache transportieren unsere Botschaft: „Moderne Fenster können mehr"

The challenge: to make complex topics attention-grabbing.

The project was initiated by the Window + Facade Association (VFF). The campaign is intended to strengthen the association's member companies - local window specialists throughout Germany. The aim is to create incentives for energy-efficient window renovation. Climate-friendly and, thanks to state subsidies, with a big tax advantage.

Not visible at first glance, but also important for the implementation of the campaign: factors such as sound insulation, living comfort and safety. Our goal: A concept that grows with the customer. As changeable as possible. In the long term. The VFF wants to make its presence felt and be remembered. But how do we make this complex issue stand out?

Our solution: poster campaign meets Google Display Ads.

"Modern windows can do more" - With this claim in mind, we pool our resources. We let ourselves be driven by ideas and move off the beaten track. We opt for concentrated media power from two different directions. Poster campaign meets Google Display Ads. A combination that suits our taste.

The analog way: outdoor advertising. Loud and bold. With the help of billboards in train stations, we put windows in the right light. We accept a little wastage, because we want to generate attention.


Außenwerbung rückt Fenster an Bahnhöfen ins richtige Licht.


On the second route, the digital counterpart: Google Display Ads, classic and dynamic. Cleverly played out, the ads ensure that potential customers land directly on the VFF website.

Google Display Ads leiten Nutzer direkt auf die Landing Page des VFF.

The key element: visual storytelling

But that's not all. Complex topics require a progressive visual language. The magic word: visual storytelling. Unconventional, but to the point. A motif that makes you slow down or stop scrolling for a moment. Being torn from the daily grind. Pausing. "Enjoying tranquility, no matter what's going on outside." Extraordinary images tell our story. Is this what "home" feels like?

The result: Google Ads generate more than 90% of all page views.

The results are clear: with a budget investment of only 1/10 of the print budget, Google Display Ads generate more than 90% of all page views within four weeks. In addition to 13,500,000 impressions, over 40,000 clicks to the website can be recorded in the relevant target group. The ads are placed on www.spiegel.de, www.n-tv.de and www.focus.de, among other places.

About the Author

As Executive Director of Blackbit digital Commerce GmbH, Stefano Viani manages all areas of the agency in the offices in Göttingen, Hamburg, Berlin and Kiev. His passion is the development of marketing strategies and their implementation in concrete measures.

In his free time, Stefano is passionate about riding his motorbike or working out in the gym.