Warsteiner - Off to new territories
Our goal was to optimise the regional media planning to complement the national Warsteiner campaign.
For this purpose, the customer potential of the brand (= Consideration via YouGov Brandindex and potential of Pilsner drinkers via Best4Planning) was put in relation to the skimming rate (= Current Pilsner drinker customers of Warsteiner via YouGov Brandindex).
As a result of this analysis, a spatial allocation into 4 fields was created:
- Attack areas: High potential of Pilsner drinkers and low conversion rate
- Activation areas 1: High potential and high skimming rate
- Activation areas 2: Low potential of Pilsner drinkers and high skimming rate of Warsteiner at the same time
- Unattractive areas: Low potential and low conversion rate
The task: Only be present in regions and postal codes when it makes sense.
In implementing the measures, additional attention was focused on local characteristics and consumption habits, to ensure the most individual, local approach possible:
Through the smart beer culture analysis, the number of fan areas was increased by 21% from 47 to 57!
The well-deserved reward: the Plakadiva in bronze, awarded by the Fachverband Außenwerbung e.V. in the category Best Media Strategy.
"The innovative geo approach developed by Mediaplus gives us at Warsteiner the opportunity to target our brand communication precisely and align it with the respective requirements in terms of beer culture within the different regions of Germany. This allows us to create optimal campaigns geared towards the consumers. With this innovative approach, Mediaplus has once again shown us how valuable geostrategic analyses are".
Ulf Scholta, Head of Media & Digital Warsteiner Group
