Kleine Zeitung – "Meine Kleine App"

Initial situation:

 

The local newspaper called "Kleine Zeitung" launched their latest digital baby in June 2015, called "Meine Kleine App". This newspaper has more than 800 000 readers and is, therefore, the second largest daily paper in Austria. The launch was accompanied by an "out-of-home" campaign in Styria and Carinthia.


The Goal:

By using outdoor advertising, not only their own readers and users of Styria-Media should be motivated to download the app, but the Kleine Zeitung app should be positioned as the most current and fastest app in Austria. By using outdoor advertising, not only their own readers and users of Styria-Media should be motivated to download the app, but the Kleine Zeitung app should be positioned as the most current and fastest news app in Austria.


Campaign idea and implementation:


This out-of-home campaign contains interactive elements and one highlight as part of the formula 1 weekend: the fastest billboard & the fastest app. By using mobile poster stands in and around Spielberg and Graz, we are able to draw attention to this exceptional campaign and to promote the „fastest app“ with the fastest poster. In order to generate more downloads, we put the QR-codes on the City Lights.

 

Campaign start:June 18, 2015
 
Duration:4 weeks
 
Campaign Styria:   220 City Lights,
17 rolling boards and poster lights
Billboards in the region
 
Campaign Carinthia:   115 City Lights
13 rolling boards in Villach and Spittal/Drau
Billboards in the region


Formular 1 Campaign "Meine Kleine App":

Mobile campaign with poster stands (36 surfaces) in and around Spielberg/Red Bull Ring and Graz.

Time: 

June 18, 2015: subject: "Kleine Zeitung App"

June 21, 2015: immediately after the race congratulations for the winner


Result:


The out-of-home campaign of the local paper „Kleine Zeitung“ has a very high visibility with non-readers due to its noticeable subjects. Even very young and mobile target groups could be reached.

 

 

This campaign in connection with the fastest app was not only a real highlight due to its professional implementation but it was also awarded with the VAMP-award. 

 

Especially outdoor advertising supports the print campaign significantly. All billboards had the QR-code which increased the downloads during this time to a record high.

 

Impressions:

Marketing-File-Promotion-Campaigns

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