How do you generate enthusiasm among a young, discerning target group when it comes to something as mundane as milk? You need more than a run-of-the-mill dairy product to do that. And more than a standard advertising promise. Andechser Natur offers a unique milk drink in the form of its kefir drink. Together with b.famous, BCN developed a message that not only generates maximum attention – but above all makes people curious to try kefir.
Drinking helps. Especially if it’s kefir.
The idea is as simple as it is surprising: kefir is THE anti-hangover drink. Since it’s a pure, natural product, its mild taste provides the exact hit of refreshment and energy partygoers need after a long night on the tiles. This conceptual idea was communicated in the campaign using various different motifs: concise headlines encapsulated the benefits of the product and attracted attention on digital out-of-home media (DOOH). The topic of hangovers was given a humorous twist – while always using verbiage that resonated with the target group. The signature summed up the product promise: ‘Andechser. Macht klar.’ (Andechser takes care of you)
The campaign takes off at airports
Anyone heading to Mallorca on holiday and many of those making their way to Oktoberfest get there by plane. This makes national airports the ideal hot-spot for a campaign that takes a tongue-in-cheek approach to celebrating and partying. The large number and high frequency of high-quality, digital out-of-home advertising spaces consistently drew the target group’s attention to the message. As a premium-quality drink, Andechser organic kefir was positioned perfectly on premium advertising spaces at airports.
The creative idea of the campaign convinced us right from the start. The thematic combination of our advertising message with the appropriately combined placement at airports was innovative and ideally suited to our target group.
Creation that inspires beyond DOOH
The campaign launched in time for the start of Oktoberfest on 15 September and ended on 3 October, the last day of the fair. It achieved an impressive 11,857,524 impressions and captured the attention of young airport visitors in particular.
As a result of the positive response to the campaign, the spontaneous decision was made to extend it to include Andechser Natur’s social media channels. The message also won over the community on Instagram and Facebook. A total of three posts on these channels generated an additional 27 per cent of impressions during the campaign period. The cost efficiency per estimated increase in advertising recall was exceeded by 36 per cent, thus making it more successful than an average campaign.
The 11.8 million spot plays during the weekly campaign period at airports in Germany underpin the excellence of our market development in the BCN network. Thanks to the connection between people, brands and media, we successfully implement cross-departmental advertising solutions for our clients – from the idea to the creation and implementation – from a single source. We would like to thank Ms Strobl and the marketing team at Andechser Molkerei for the trust they have placed in us.
We’re always pleased when clients trust the campaigns we create, especially when they are able to be a littler bolder in how they approach things. With Andechser Natur and Cittadino, we have thus placed a DOOH campaign at German airports that not only informs travellers about the advantages of the product in a way that’s firmly tongue-in-cheek, but also makes a positive contribution to the image of the organic dairy.
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