The realisation of a consumer competition with the intention to attract a younger target group and increase sales
Horalky – those from Sedita represent No. 2 on the Czech market of individual wafers. At the beginning of 2018, I.D.C. Prague, a.s., which is one of our long-term clients, approached us in order to develop a consumer competition. The aim of the campaign was to increase sales of Horalky through the principle of increased frequency of purchase. The aim of the campaign was to address mainly the younger generation.
How to improve the effect of advertising high above Google benchmarks? First, by choosing the right formats and then getting the timing right.
We used Video Ad Sequencing. As a result, we targeted the videos in exactly the order we wanted
We agreed with our client that we would not use an existing TV spot, instead we would prepare a total of 4 tailored video spots for Online that will attract the viewers and gain them for participation in the consumer competition.
Thanks to our Google Premier Partner status, we were able to take advantage of Video Ad Sequencing, which was only in beta testing at the time of the 2018 campaign and available after whitelisting. Through it we were able to reach the target group with individual video spots in a precisely defined order. So, it was not possible that someone would see the same video ad multiple times, moreover, we reached an effective frequency of 4 in 36% of reached users. In other words, nearly 800,000 people were reached by with 4 spots during the campaign!
First, we introduced individual prizes in a consumer contest through three 6 second videos. The three bumper ads were designed to show attractive prizes: Victorinox designer knives, JBL speakers and, of course, the main prize, a brand new five-door Minicooper!
In the end, we addressed the audience with a 30s video that not only recapitulated the list of prizes but showed step by step what it takes to participate in the competition. We supported the video campaign with banner advertising, PPC search on Seznam and Google, and native advertising.
The plan was exceeded in the first week of the competition. The campaign subsequently became the most successful consumer competition in the brand’s history
As with most of our video campaigns, we conducted a Brand Lift study during the campaign (research on a sample of several thousand people that shows how the campaign impacts their brand awareness and buying behaviour). And this campaign worked above average! We measured 101% Product Ad Recall Lift, which is almost four times the result of the last year’s Sedita campaign where a TV spot was used.
According to the representatives of the Sedita brand, this consumer competition has become the most successful in the brand’s history. As soon as the first week, more than 20 000 participants had joined the competition, which had been the original target for two months.
The campaign also intrigued Google itself and MarketUP was the only agency from the Czech Republic to be nominated in the EMEA (Europe, Middle East, Africa) Video Innovation contest finalists at the annual Google Premier Partner Awards in Dublin, Ireland.