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Launch of NÖM fru fru vanilla combines promotion and live DOOH advertising
For the launch of the new NÖM sub-brand fru fru vanilla, the large video walls in Goldbach Austria's Vienna Digital out of Home network were used to spread very personal (love) messages.
In keeping with the flavors, vanilla with raspberry and vanilla with mango, the campaign claim is "looking for hot love" and "dance mango with me".
In collaboration with the event & promotion agency KESCH, passers-by in Vienna's largest shopping centers, Westfield Donau Zentrum and Westfield Shopping City Süd, as well as in the busy Vienna Central Station were asked to enter personalized messages on a tablet in June and July.
The messages were created dynamically thanks to the DCO (Dynamic Creative Optimization) logic of Goldbach and AIM3 and played live on the large screen located on site.
The love messages not only gained reach on exclusive special placements, but the campaign was also widely distributed throughout Vienna over three weeks at city locations through programmatic playouts.
says Gabriela Nimmervoll, Key Account Manager at Goldbach Austria and responsible for the project.We are delighted when customers like NÖM adopt creative approaches and utilise the full range of digital outdoor advertising. During the women's run at the end of May, NÖM used the NÖM fasten brand to convey a digital message in our DOOH network and wished all participants ‘a good run’. The result was memorable moments and a likeable connection to a brand.
"With NÖM fru fru vanilla, it's all about love. The launch campaign uses the claim "looking for hot love" or "dance mango with me" to cheekily showcase crazy couples via classic channels and uses the interplay of vanilla and a fruit component to show that the two flavors simply belong together. The implementation in promotion and with unique oversized love messages brings the campaign to real life," says Lisa Magdalena Wolf, Brand & Product Manager NÖM.
Realization:
Client: NÖM AG / Lisa Magdalena Wolf
Media marketing/services: Goldbach Austria / Gabriela Nimmervoll, Evelyn Dachs
Event & promotion agency: KESCH / Olivia Doschek
DCO conception: AIM3 / Sebastian Gutmann
Many thanks to our partners ÖBB-Werbung and Unibail-Rodamco-Westfield.
Picture:
Photo credit: Rene Wallentin
f.l.t.r.: Evelyn Dachs (Product Manager DOOH at Goldbach Austria), Gabriela Nimmervoll (Key Account Manager at Goldbach Austria), Lisa Magdalena Wolf (Brand & Product Manager at NÖM AG), Rene Leist-Nemeth (COO at KESCH)