Aller Media AS
Karvesvingen 1, 0576 Oslo
Tel: +47 21 30 10 00
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Org.nr. NO 910 119
877
Invoices should be sent to: [email protected]
How Aller got people talking more about Talkmore
With unique technology and the breadth of Aller Media, we created, produced and distributed over 100,000 contextual ads for Talkmore. The campaign went on to the final of Aller Best
- "I really appreciated working with a professional team from Aller," says Christine Henriksen Aanestad, Marketing Manager at Talkmore.
- The enthusiasm and willingness to find good solutions was there right from the moment they took on the challenge of coming up with a new way to stand out in the advertising - and at the same time clearly highlight Talkmore. The willingness and ability to find solutions to challenges along the way, quick deliveries - and not least quick responses when needed along the way made it a very positive experience. It's also always fun to be involved in things we haven't tried before.
Tough competition
Talkmore is a significant telecom player, but competition is fierce. The challenge with previous advertising has been sender identity.
- "The brief was short, but not simple," says Martin Wenstad Janssen, Strategic Group Customer Manager at Aller Media, about their latest campaign.
- "We wanted to find solutions where we could use media and communication with more 'smartness' than before, and we were looking for a partner who had the same desire to contribute with innovative solutions and take a risk," says media agency OMD. "We wanted to focus on broad coverage, high frequency and media placements and creativity that could contribute to a positive overall impression as leading KPIs. The hypothesis is that this will increase Talkmore's rating set.
Aller delivery from A to Z
The essence of Aller Media's methodology became the formula: Effect = Message x Distribution. Aller was responsible for the solution from A to Z. A tailor-made campaign, where Aller was given total responsibility for creative thinking, production and distribution of the entire campaign.
- "We focused on the brand and used the playfulness of Talkmore's name and logo," says Wenstad Janssen.
100,000 unique ads
The campaign consisted of two parallel inputs:
- Road race
Full screens and bumper ads in three categories with current and relevant themes, run across the entire Aller Universe.
- Pointed barrel
Unique targeted contextual ads against 16 selected editorial categories, through tags on Dagbladet and Se og Hør. Here we created a dynamic ad solution that produced over 100,000 different contextual ads!
Lifted all parameters
The results exceeded all targets. Total coverage was 2 million people.
The increase in both knowledge and rating was far above target, and 70% felt that the ads had a clearer sender identity than before.
- "Aller Media's solution was unique in its breadth, its holistic approach to media, its creativity, and not least project management, which is critical in this type of delivery," says Carl-Adam Sjölander, Senior Consultant at OMD. "The fact that we managed to lift all the parameters we were looking to influence in a period otherwise characterized by a lot of noise in the media speaks for the strength of Aller's delivery!
