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STABILO point 88
& STABILO pointMax .
The campaign .
STABILO International, together with its media agency Mediaplus France and
de Adot, has boosted the visibility of its STABILO point 88 and STABILO pointMax writing pens through a cross-device campaign.
The device .
Creation
Joint creative work was carried out before the campaign with a Creative Kitchen.
The Creative Kitchen sessions are collaborative workshops between the advertiser, the agency and the Adot studio, dedicated to the creation of innovative and personalised advertising experiences.
Two enhanced formats have been developed: video pre-roll / infeed and interstitial swipe.
Scripting
We activated a cross-device campaign, orchestrated in two phases over a month:
A first phase of branding.
A 100% video branding phase to boost awareness: creative pre-roll and in-feed video formats on mobile and desktop increased the visibility of the felt tips.
A second phase of consideration.
A 100% display Consideration Phase to encourage users to interact with the brand, using an interstitial format that engaged the audience.
A second phase of consideration.
A 100% display Consideration Phase to encourage users to interact with the brand, using an interstitial format that engaged the audience.
Targeting
The first step was to personalise STABILO's affinity targets, using an exclusive Veepee|ad and Adot data set: socio-demographic, behavioural and geolocation data. To do this, we established an audience planning strategy for two targets:
Student 18-24: Profile between 18 and 24 years old, who consults articles related to university, post-baccalaureate admission, business schools, colleges, engineering schools, etc., and who frequently visits universities.
Purchasing manager / mother of teenagers : Profile between 35 and 54 years old, who regularly buys clothing for children and teenagers, board games, tickets for family activities (theme parks, cinema, sports events...), who consults articles related to children's education, looks for cultural outings and family weekends, good deals online; and finally, who frequently visits large and medium-sized supermarkets, brands and shops specialising in children and theme parks.
At the same time, to reach the under-18s, we implemented a media planning strategy based on a distribution framework that included only sites with a teenage audience.
The results .
A successful campaign with results that exceeded expectations:
69 %
of visibility
74 %
completion rate
Insights .
Following the campaign, Adot's Insights teams delivered an "Audience Profiling" to STABILO, which enables them to precisely decipher the profile of the exposed audience (age, gender, social class), as well as the product and brand categories that this audience favours. This study enables the brand's future communication campaigns to be adjusted and represents a real asset for addressing the target audience in the best possible way.