Obs BYGG in the Aller Best Q4 final - the campaign that took the price promise to new heights

"Obs BYGG's campaign over four months this summer raised the most important goals for the building materials chain, and the figures from "Aller Effekt" show that almost 4 out of 10 people who can remember seeing the ad had visited Obs BYGG during the previous month. This is 81% higher than the control group who were not exposed to ads during the same period, " says Strategic Account Manager Josephine Messa.

The campaign has also raised both the overall impression and preference for Obs BYGG, and not least raised the perception that Obs BYGG is good at inspiration - a separate sub-goal of the campaign.

The challenge was clear, Obs BYGG wanted to

1) Increase awareness of the price boost, from 13 to 17 percent

2) Increase awareness of the online store from 30 to 37 percent

Customized ad templates

Aller's solution, in collaboration with PHD and Obs BYGG, was unique ad templates that could highlight various contemporary products, which could be adjusted and updated along the way with simple steps. This was a crucial element in ensuring the fantastic results of the campaign.

Through our largest and most dominant ad format, full screen, we were able to create a unique communication that inspired, showcased the products and at the same time focused on the awareness goals of price promise and the online store. The campaign was nationwide and by using data on homeowners, we focused the communication on homeowners, who were the most important target group. We delivered a total of six versions on the themes of garden furniture, barbecues, lawnmowers, windows, renovation and renewal.

Geo-segmented tactical messaging

Obs BYGG had clear brand-building goals as mentioned earlier, but at the same time had a great need to move goods. We solved this with tactical ads focusing on price and product that were distributed in mobile formats. The ads interacted with corresponding TV commercials. 18 different video ads were geo-targeted to areas with Obs BYGG stores. We delivered a total of 52 million impressions through the collaboration and 170,000 clicks to Obs BYGG's online store.

Increased sales by 29 percent

Measurements through "Aller Effekt" show that the goal of increasing awareness of the online store was achieved within a month. In September, awareness was up to 46%. Awareness of the price promise almost doubled during the period, with an increase of 71%. Obs BYGG reports from its own figures that traffic to the online store increased by 21% compared to 2018, while sales in the corresponding period increased by 29%.

"The Obs BYGG campaign was the first of its kind to be measured in our new impact study - Aller Effekt. The campaign was extensive and demanding to document, but it was a challenge that was exciting to solve. The entire campaign was tracked over 4 months with weekly interviews of both non-exposed and exposed people during the period.

The campaign results naturally focus on the objectives that were set in advance, but in addition we measured various communication parameters from overall impression via industry drivers to choice sets and preference. I personally find the development in preference for Obs BYGG particularly interesting, where the level among exposed customers increased from 27% to 38% from June to September, a development we do not see among non-exposed customers. To drive growth in sales and/or market share, increased preference is crucial, and this campaign is delivering better and better over time! "

- Senior Insight Advisor Roy Jespersen

"It's a pleasure to see the results of this collaboration. Over four months this summer, Obs BYGG's campaign has raised the most important goals for the building materials chain, and the figures from Aller Effekt show that almost 4 out of 10 people who can remember seeing the ad had visited Obs BYGG during the previous month. This is 81% higher than the control group who were not exposed to ads during the same period. It's always fun to be able to contribute with that little extra, and through this campaign we have really proved what the power of Aller can contribute. I look forward to the continuation and what we can achieve further in our collaboration! "

- Strategic Corporate Customer Manager Josephine Messa

Through tailoring, collaboration with PHD and Obs BYGG, Aller has been able to contribute to high lifts on all goals in the campaign. During the campaign period, we were able to inspire the target group with different versions and products throughout the summer. This has had a positive impact on the overall impression and we can see from the results that our readers are very positive about the new look of Obs BYGG.

"Through our collaboration with Aller, we have found advertising solutions that made it possible to be both more inspiring and show a larger selection. With exciting, creative solutions, the good results show that we have both managed to capture attention and influence perceptions in the desired direction"

- Marketing Manager Obs BYGG, Gard Robert Hasselstrøm

"The collaboration with Aller has been a valuable contribution throughout 2019, in the form of the development of unique advertising material, solid project management and, not least, good documentation of value creation in relation to defined objectives. We are very pleased with the results, and look forward to the further development of the collaboration to lift Obs BYGG to new heights together."

- Digital Director PHD Thomas Johansen

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