Microspot World Cup campaign
It aims to achieve higher customer awareness of iPhone 8 red advertising by including the 2018 World Cup.
Aim and approach
The goal was to play fully automated, data-based commercials on the various Swiss radio stations, depending on the football results of the Swiss national team at the World Cup 2018 in Russia. During the 2018 World Cup in Russia, we offered our clients the extremely attractive opportunity to advertise with fully automated, data-based commercials that depended on the performance of our Swiss national team. Microspot benefited from this very targeting offer.
Result
A total of three commercials were produced. Depending on whether the Swiss national team won, lost or drew, a different commercial was played on the various Swiss radio stations. Each of these three commercials promoted the special edition of the new iPhone 8 red.
| Reichweite in Prozent | 34.1% |
| Reichweite absolut | 2'360'000 |
| OTH | 3.3 |
| Kontakte (brutto) | 7'848'000 |
| GRP | 113.0 |
Victory
Tie
Defeat
"Together with our agency, we are always on the lookout for innovative ideas. The Swiss Radioworld solution was the perfect way to stand out from the multitude of advertising messages around the World Cup. The increased awareness that we were able to achieve through the campaign was reflected, among other things, in the large amount of positive feedback we received from our customers. The smooth campaign broadcast, the high reach of the network as well as the direct reference to the respective event, set Programmatic Radio apart from other genres. We are already looking forward to the further targeting possibilities and innovations."
Martin Koncilja, Head of Marketing, Microspot.ch