Otto – Heimnachten
2020; a year that has turned all our Christmas plans upside down. But if there’s one thing we’ve learned from that time, it’s that home and family have a very special meaning, especially in difficult times.
That’s why our Christmas campaign for Otto was not about expensive presents, but about you. No matter how and with whom you celebrate, Christmas has a home: yours.
The campaign was realised in partnership with Otto’s in-house experts, the media agency bpn and Weischer.JvB.
THE MEDIA STRATEGY
The goal of the campaign was to create attention with emotional stories, to lead specifically to the products and finally to encourage the target group to buy.
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The Playout
To draw attention to the campaign, we used moving image media such as DOOH, TV and online video. With DOOH as the main medium, we took a completely new step: we used first-party data to optimise the targeting of the programmatically booked campaign to the relevant target groups across all marketers. In addition to socio-demographic data, the target groups’ interests and behaviour were also included in the targeting. And because we wanted to give our message the appropriate “size”, we took on an entire façade and played with it creatively.
In addition, the campaign inspired with concrete products and services that are particularly relevant at Christmas time. All advertising media used were always adapted to the campaign objective, the target group and the context of the situation. DOOH was also used to point out relevant products to the target groups.
The differentiated approach to the target groups in DOOH was enriched in both phases with contextual factors such as weather, time and location. This enabled us to address 230 million contacts in DOOH with relevant and dynamic content.
Finally, online and social media were used to encourage the target group to make a purchase.
The RESULTs
The campaign was Otto’s most successful Christmas campaign ever. The differentiated target group approach in DOOH ensured a strongly above-average advertising recall of 44 percent. Brand awareness also increased by 41 percent within the target groups during the campaign.