Overcoming boundaries together
Challenge
Ziel ist es, die Botschaft des Österreichischen Roten Kreuzes "Wir sind da" zu stärken und noch mehr Nähe zu Menschen in Österreich aufzubauen. Die Kampagne soll beweisen, dass Nächstenliebe keine Grenzen kennt - denn das Österreichische Rote Kreuz ist für alle da.
Breaking down language barriers, creating closeness
Solution
Through the intelligent use of geofencing data, mobile synchronisation technology and retargeting, we reinforce our campaign message by re-engaging passers-by after their initial digital out-of-home contact with the message ‘We are here’ in their first language on their personal device. Through digital video ads, display ads and social ads in the respective first language, combined with our digital out-of-home presence, we not only create greater proximity to ALL Austrians, but also convey our message ‘We are here’ unconditionally and effectively.
Our campaign transcends all language barriers. It not only reinforces the message of the Austrian Red Cross, but also makes it more understandable and accessible to countless people with almost 800,000 non-German-speaking contacts. Because the Austrian Red Cross is there for everyone.
Results
AWARDS
VAMP Award in the Category „DOOH Data“
The Austrian Red Cross is an organisation for which I have great respect and admiration. We share a common set of values and look forward to working together in partnership to further advance the success of the brand.
General Manager
Mediaplus Austria
Key Takeaways
#1
Inclusion pays off, especially for brands in the social sector.
#2
The right media coverage makes messages even more credible.
#3
Accessibility in advertising will become even more important in the future.
