Premiere: PENNY and Goldbach Austria with “Skin Ad” on Heute.at

PENNY Austria is causing a stir with an attention-grabbing premiere: as part of the brand relaunch, the discount supermarket presented itself on 22 May with a full-day start page fixed placement of the new special format “Skin Ad” on Heute.at - both on desktop and mobile devices. As a first mover, PENNY is thus focusing on maximum visibility and modern brand staging.

The campaign was conceived and implemented by Goldbach Austria together with Mindshare. For PENNY, the new “Skin Ad” is an ideal touchpoint to bring the fresh brand identity to life digitally.

"PENNY's new brand identity stands for modernity, proximity and tangibility - with the skin ad, we are bringing precisely this image to the digital public. The large-scale and wide-reaching presence on Heute.at perfectly rounds off our new claim “Da schau her” - loud, clear and unmistakable. As a first mover, we are proud of the jointly developed and innovative result," says Melanie Huber, Head of Digital & CRM, PENNY Austria.

The special format “Skin Ad” developed by Goldbach Austria for Heute.at is an innovative advertising medium that PENNY is using as a first mover as part of its relaunch. It does not interfere with the content, but frames it elegantly - an immersive brand experience that offers maximum visibility in a high-reach environment.

"For PENNY's brand relaunch, it was crucial to come up with a solution that had both a wide reach and a convincing design - the skin ad on Heute.at provided the ideal stage for this. Here, high reach, an editorial environment and a modern format come together and enable a successful staging of the new brand identity. The close and trusting cooperation of all partners deserves special mention - this enabled PENNY not only to be visible in the digital environment, but also to be positioned as an innovative driving force," says Stefanie Leeb, Client Leadership, Mindshare Austria.

"Winning a renowned company like PENNY as a new customer and being able to directly realize such a strong, creative campaign naturally makes us very proud. The cooperation between all parties involved was excellent, and it is always a special pleasure to accompany a campaign from conception to successful implementation - the result speaks for itself," adds Alexandra Hofer, Head of Heute.at & Crossmedia Sales at Goldbach Austria.

The skin ad can be booked via Goldbach Austria and offers brands an eye-catching positioning in the high-quality editorial environment of Heute.at - a clear signal for media innovation and creative brand management in the digital age.