Increasing awareness and stationary POS activation for the VICTORIA and QiO bicycle models in a holistic campaign.

Upper funnel: Moving image communication via YouTube/CTV to draw attention to the brand and corresponding product.
Mid-funnel: Extension of the moving image response with display in-banner video ads to achieve an orchestrated speech with a wide reach across the channel. The usual video with the adapted format provides a strong recognition effect.
Lower funnel: Lower funnel activation through our drive-to-store solution. The respective branch locations were controlled here on the basis of product availability and user location.

Users were targeted on geo-data (branches in DE & AT) and on the basis of the two bicycle models, for which different target groups were defined: 
QiO, the bike for all needs: Affinity Targeting (Tourists, Family Lovers, City Cycling...)
VICTORIA, the bike for all outdoor/off-road activities: Affinity Targetings (Trekking Enthusiasts, Hiking, Interesting Sports...)

In addition to a well-thought-out channel mix, A/B testing and granular targeting, agile and season-dependent planning were crucial for campaign success. Care was taken to ensure that we go live with the campaign just in time for the start of spring, as there is the greatest buying potential within the relevant target group at this time of year.

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The agreed CPV of InStream Ads was met and the VTR improved via high-performance target groups (audiences with specific areas of interest such as “adventure/vacation” or “e-bikes”). Good results were achieved in display advertising shortly after the start of the campaign. During the campaign period, an above-average viewability of 75% * and more was achieved. At the start in May, the CTR of drive-to-store ads (DE) for the VICTORIA model was 0.53% and was increased to 1.25% at the end of the campaign thanks to expertise and continuous optimization — this corresponds to an increase in click rates of around 136%. For the QiO model, the CTR for in-banner video ads was optimized to 0.66% in the last month, despite fluctuations during the campaign, which corresponds to a click rate increase of 57% compared to the start of the campaign. The advertising materials used were all designed and created by our in-house creation.