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7grader.dk - A Digital and Informative Universe
With this awareness campaign, Euromaster came to life by meeting customers with a familiar and trustworthy face like the security messenger with marketing specifically targeted at the Danish market. From the start, the aim was to digitize Euromaster's general marketing in an otherwise not very digital industry. There was a focus on developing a creative and informative universe that would teach the Danes about the importance of changing to winter tyres. In addition, the campaign concept was also used to convert multiple visitors to change their tyres at Euromaster. The focal point of the campaign became a digital and informative universe. Category: Data Applications, DESIGN, EFFECTIVENESS, Integration - Marketing Campaigns DANSK Baggrund Det er farligt at køre på sommerdæk, så snart vi når under 7 grader. Selvom det kan være livsfarligt at køre bil med sommerdæk, når vi rammer de 7 grader, er der alligevel rigtig mange bilister, som ikke får skiftet i tide. Det synes måske underligt, at det ikke er lovpligtigt at skifte til vinterdæk, da så mange andre ting er lovpligtige, når vi taler om sikkerhed. Det ville Euromaster med en oplysningskampagne komme til livs ved at møde kunderne med et kendt og troværdigt ansigt som den sikkerhedsmæssige budbringer, Tom Kristensen. Løsning NetBooster er på Europæisk niveau Euromasters strategisk og digitale bureau og denne gang med en markedsføring specifik rettet danske marked. Det har fra start være målsætningen at digitalisere Euromasters generelle markedsføring i en ellers ikke særlig digital branche. Der har både været fokus på at udvikle et kreativt og informativt univers, som skulle lære danskerne om vigtigheden af at skifte til vinterdæk. Dertil skulle kampagnekonceptet også anvendes til at kunne konvertere flere besøg til skift af dæk hos Euromasters ved hjælp af en god brugeroplevelse. Omdrejningspunktet for kampagnen blev et digitalt og informativt univers 7grader.dk Talmagi i ny dæk-kampagne med Tom Kristensen Af flere grunde har matchet mellem Tom Kristensen og Euromaster været optimalt. Dels fordi den tidligere Le Mans racerkører er en yderst troværdig og overbevisende person, når det relateres til Euromasters produkter og services, hvilket er vigtigt i et marked, hvor der primært kommunikeres pris og ikke værdier. Dette gav Euromaster en unik mulighed for at skabe en position, som ingen af deres konkurrenter havde i markedet. Dernæst er tallet 7 også et perfekt match ift. Tom Kristensen, som netop er født 7/7 ’67. Han vandt Le Mans i sin debut i ’97 – med vogn nr. 7. – og ved 7 grader, bør man skifte til vinterdæk. Filmene til kampagnen er endda lavet af filmbureauet 727. Tallet 7 var ”meant to be” omdrejningspunktet for kampagnen. Kampagnen blev digitalt primært eksekveret på sociale medier via videoer og bannere, hvor indholdet dynamisk er tilpasset de lokale vejrudsigter. Det samme gjorde sig også gældende for kampagnesitet, hvor den daværende temperatur samt fremtidige vejrudsigt var udslagsgivende for den kommunikation, som brugerne modtog. Ud over de digitale medier, blev kampagnen også eksekveret på radiospots og print. Resultat Lene Lodberg, Marketingschef hos Euromaster i Danmark, udtrykker følgende: “Tom Kristensen har været et perfekt match i forhold til vores målgrupper, og kampagnen giver os mulighed at for skabe en endnu tættere dialog med såvel nuværende og nye kunder hos Euromaster. I samarbejde med NetBooster har vi udviklet en særdeles målrette, digital båret og meget nærværende oplysningskampagne, der vil få endnu flere bilister til at skifte til vinterdæk i tide. Efter lidt over en måned havde over 300.000 danskere set videoerne med Tom K. Og med en ”Viewrate” på næsten 29% fik Euromaster en cost per view på 18 ører. Vores annoncer nåede ud til 250.000 interesserede. Her opnåede vi en konverteringsrate på 24% og et ”Cost Per Lead” på 11 kroner. Men vigtigst af alt, lykkedes vi med at sprede budskabet. Efter kampagnens afslutning, var 1/3 af alle danskerne indforståede med hvornår præcis det er man skifter fra sommerdæk til vinterdæk. Og vi fik lov til at være med til at gøre de danske veje en smule mere sikre. (English translation + Google translate) Background It is dangerous to drive on summer tyres as soon as we reach below 7 degrees. Even though driving a car with a summer tyre can be fatal when we hit those 7 degrees, there are still a lot of drivers who do not get changed in time. It may seem strange that changing to winter tyres is not mandatory, as so many other things are mandatory when we talk about safety. With an awareness campaign, Euromaster would come to life by meeting customers with a familiar and trustworthy face like the security messenger, Tom Kristensen. Solution NetBooster is at European level Euromaster's strategic and digital agency and this time with a marketing specifically targeted Danish market. From the start, the aim has been to digitize Euromaster's general marketing in an otherwise not very digital industry. There has been a focus on developing a creative and informative universe that should teach the Danes about the importance of changing to winter tyres. In addition, the campaign concept should also be used to convert multiple visits to tyre change at Euromasters using a good user experience. The focal point of the campaign became a digital and informative universe 7grader.dk Talm magic in new tyre campaign with Tom Kristensen For several reasons, the match between Tom Kristensen and Euromaster has been optimal. Partly because the former Le Mans racing driver is an extremely credible and compelling person when it comes to Euromaster's products and services, which is important in a market where prices are primarily communicated and not values. This gave Euromaster a unique opportunity to create a position that none of their competitors had in the market. Next, the number 7 is also a perfect match compared to Tom Kristensen, who was just born 7/7 '67. He won Le Mans in his debut in '97 - with trolley # 7 - and at 7 degrees, should change to winter tyres. The films for the campaign have even been made by the film agency 727. The number 7 was meant to be the focal point of the campaign. The campaign was digitally executed primarily on social media via videos and banners, where the content is dynamically adapted to local weather forecasts. The same was true of the campaign site, where the current temperature and future forecasts were decisive for the communication received by the users. In addition to the digital media, the campaign was also executed on radio spots and print. Result Lene Lodberg, Marketing Manager at Euromaster in Denmark, expresses the following: “Tom Kristensen has been a perfect match with our target groups, and the campaign allows us to create an even closer dialogue with both current and new customers at Euromaster. In collaboration with NetBooster, we have developed a highly targeted, digitally carried and very current information campaign that will get even more drivers to switch to winter tyres in time. After just over a month, over 300,000 Danes had watched the videos with Tom K. And with a "Viewrate" of almost 29%, Euromaster got a cost per view of 18 ears. Our ads reached 250,000 interested people. Here we achieved a conversion rate of 24% and a “Cost Per Lead” of 11 kroner. But most importantly, we managed to spread the message. After the end of the campaign, 1/3 of all Danes agreed on when exactly it is to change from summer tyres to winter tyres. And we were allowed to help make the Danish roads a little safer.