Aller Media AS
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Quick fix for Canal Digital
Aller Media offered some unusual measures when Canal Digital wanted to stand out from the crowd. The result was a final in Aller Best 2020-Q2.
With a completely new communication concept, new solutions were needed to boost Canal Digital's advertising. Strategic Group Account Manager at Aller Media Martin Wenstad Janssen offered solutions that were not on the usual price list.
- Canal Digital wanted to communicate their new concept "Upgrade to satellite" through solutions that were not necessarily off-the-shelf. Our proposal and solution reflected this from start to finish.
- Your challenge was to make Canal Digital stand out from the competition?
- They wanted to stand out in their communication by playing on quality and the benefits of satellite, rather than content, which has been the focus of the industry in general in recent years.
Takeover of Dagbladet.no
The groundwork for the success of such a campaign is all about thorough insight work. And, not least, cooking up a well-thought-out solution that could meet Canal Digital's KPIs.
- When you want to communicate something completely new, you need solutions with a little extra punch!
Martin Wenstad Janssen says that the process of coming up with the final solution involved a good collaboration with Zenith. The result of the process was a number of display solutions. The most important part of the campaign was a takeover of Dagbladet.no.
- With assets and support from the advertising agency, we developed and produced a takeover solution and a dynamic GEO solution that became the basis for the part of the campaign that ran on our premises. The takeover solution created high awareness of Canal Digital's new concept, while the GEO solution spoke to our readers, with customized messages, where they live.
Strong boost in all parameters
The campaign delivered a high viewing volume with high visibility, and achieved lifts in all the targeted parameters. The boost in knowledge among non-customers was particularly strong - at 7%. The overall impression of Canal Digital also made a sharp jump among non-customers, with a boost of 32%.
- That's correct. We received the biggest promises from those who don't have Canal Digital today. This is particularly important in order to influence and attract new customers.
