Revitalize and improve the reach of previous product-heavy ads.
OSRAM SWEDEN
In the fall of 2022, we took over the production and media buying for OSRAM from another agency. Previous ads were perceived as somewhat cluttered, with a lot of facts and legal information piled on top of each other. OSRAM also wanted a closer collaboration with their agency and guidance on the media aspect. Our focus, therefore, became to create digital advertising campaigns with relatively small resources that felt lighter, simpler, and more customer-focused, while ensuring they reached the exact right target audience.
"A challenge for us as a global brand is to adapt the communication and message to the market we are targeting. In this regard, Plan.Net and Mediaplus have given us support, planning and guidance on which message to highlight, and to whom we should direct the communication. A collaboration that has worked excellently!"
Junior Marketing Manager Nordics
ams OSRAM Group
Dare to place the product in a context and adjust the placements
Solution
Concept and Copy
We are now consistently working with a more streamlined expression where ONE message at a time is the focus. We are actively working on finding a more editorial angle for the copy, where the product name becomes secondary, and the experience that the product offers instead takes center stage. We have also consistently chosen images where the product is shown in a context that contributes to the message, and we’ve simply avoided all images that only show the product.
Target Audience Analysis, Media Strategy, and Media Buying
For each campaign, we have developed recommendations based on target audience analysis and opportunities given the media landscape. The campaign is optimized and adjusted continuously to generate effective results linked to sharp KPIs set together with OSRAM. The results provide both short- and long-term insights to further optimize the campaign towards success.
Two Agencies Under One Roof Create Synergies for You as a Client
"This is a perfect example of how, as a client, you can really benefit from having a creative digital agency (Plan.Net) and a media agency (Mediaplus) under the same roof and part of the same agency group. The cross-functional team has created the conditions for quick communication between expertise, which in turn makes the collaboration with OSRAM smooth. And the fact that OSRAM is incredibly pleasant to work with is the icing on the cake!"
– Johanna Borgström, Content Lead at Plan.Net and responsible for creative concept development and copy in the projects
Example ads for OSRAM
SNEAK PEAK
