At the end of April, the best advertising campaigns of the past year were honored at the 25th Media Prize in Munich. Among the 120 entries was Masterplan Media’s campaign for Pågen, which won the prize in the “Best Regional Media Strategy” category.
Under the campaign title “Gifflar – from Swedish greeting to mass market brand”, Masterplan Media concentrated on seven German focus regions (Berlin, Bremen, Düsseldorf, Frankfurt am Main, Hamburg, Hanover and Cologne) as well as a 360° moving image campaign to emotionally charge the brand and raise awareness among the target group, which consisted of young adults and families with children.
A special total video approach was used to meet the core requirements of high net reach, efficient contact dosing, high-quality environments and brand safety: The campaign took place to the exclusion of the walled gardens of tech giants META (Facebook/Instagram), Google (Youtube) and Bytedance (TikTok). Although these channels were obvious due to their large reach potential and their suitability for video, they were not used due to the lack of options for reporting reach and frequency information across channels and using it in the control.
Individual strategy
Instead, an unconventional, individual and customized strategic approach was developed: Enabled by d-force, a joint venture of ProSiebenSat.1 and RTL Deutschland, and in cooperation with the two marketers Ad Alliance and Seven.One Media, the campaign was controlled using IP-based targeting via Addressable TV and CTV on the inventory of the two major station groups via the Active Agent DSP.
By focusing on the big screens and an extended cross-device approach, a net reach of up to 90 percent was achieved with an average contact dose of 8 – 12 and a throughput rate of 85 percent. Gifflar’s brand awareness increased by 81% as a result of the campaign.
