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Trends and Insight in association withSynapse Virtual Production
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Zenith on Devising Germany’s First Purely Programmatic 360 Campaign for car2go

21/09/2017
Media Agency
London, UK
57
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Nils Hachen, Chief Digital Officer at Zenith Germany discusses ‘Proud to Share’ which involved creative by Scholz & Friends
Programmatic media planning has already filtered out of the realms of digital advertising into more ‘traditional’ channels. But until recently, never had a full 360 campaign in Germany used a media strategy that was 100% automated. Zenith has changed all of that with ‘Proud to Share’ for car sharing app car2go. With creative from Scholz & Friends, the campaign has been running since the end of August and all parties involved have been seeing payback from the decision to go purely programmatic. 

Nils Hachen, Chief Digital Officer at Zenith Germany, reveals more.

Q> What was the brief when you initially got involved in this campaign? 
 
NH> The main goal of the campaign was to create awareness for the large and further growing community of car2go users who are ‘proud to share’. As with any media campaign, one of the primary concerns is the effective use of the allocated budged.
 
Q> This is the first time in Germany in which all media has been programmatically planned - why was it the right approach for this particular project? 
 
NH> The programmatic approach across all media allowed us to deliver the campaign goals with maximum efficiency, precisely targeting people matching the campaign criteria.
 
Q> What kind of audience are you targeting?
 
NH> We target audiences in four different cities according to their age and, wherever possible, who are also interested in car sharing or the sharing economy itself. Into the modulated audience we also fuse first party data of car2go to track the audience’s behaviour and ad contact exposures.


Q> What kind of conversations did you have with the client when you initially presented this approach to them? 
 
NH> In the past, we already realised successful programmatic digital-campaigns with the client. Consequently, the client was very intrigued by the approach and the possibility to spread the programmatic idea across different media channels to achieve the best performance.
 
Q> What are the drawbacks to a fully programmatic approach? 
 
NH> First of all, in this case the benefits far outweigh the drawbacks of a fully programmatic approach. However, as with any first-mover technology, there is always a certain level of uncertainty. The increased effort in setting up a fully integrated campaign can be seen as another disadvantage compared to a more isolated planning approach. But again, the initial results show it was the right step to take.

Q> This is the first time in Germany in which all media has been programmatically planned. Why was it the right approach for this particular project? 
 
NH> Yes, it definitely was the right time and approach for the campaign. Right time because programmatic has already entered the classical campaigns some months ago. Right approach because the campaign is dedicated to special target groups in different, selective regions which makes the programmatic possibilities of targeting single users very valuable.
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