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Warsteiner – Classic Online Advertising with the MaxiMotion Commercial

  • Extending the Emotional Power of a TV Campaign to the Internet.

    Facts & Figures

    Client
    WARSTEINER Brewery
    Branch
    Drinks
    Creative agency
    Xenion
    Length of campaign
    27.03.09 – 19.04.09
    Target group
    WEB.Demographic™ Men age 20 – 49,
    WEB.Consumer™ Advanced
    Beer / Mix-Beer Drinks Premium buyers

    The accompanying study has clearly confirmed to us that we can use the Internet as an additional channel for our TV advertising to promote our product WARSTEINER Premium Verum in an emotional way. With the leading and patented TGP® targeting technology of United Internet Media, we have very efficiently achieved a measurable impact.

    Robert von Treuenfels, Head of Media, WARSTEINER Brewery

  • Assignment

    Positioning a high-quality WARSTEINER Premium Verum TV campaign on the Internet in such a way that it reaches the precisely defined consumer target group and consolidates the image of the brand with the same emotionality.

  • Initial Situation

    WARSTEINER is one of the leading German privately-owned breweries and is among the few beer brands that have long played a continuous role in defining the premium segment with their advertising. The brand image has an unmistakable visual appearance, which will also be revived in the new TV campaign.

    Sales in the beer market have decreased in recent years. Correspondingly, the top brands are attempting to protect their market share. Especially in the premium segment, the breweries must continuously maintain their image and support sales and distribution with classic advertising in order to defend or even expand their market shares.

  • Realisation

    In 2009, the WARSTEINER Brauerei relies on an extensive media mix. The TV campaign will be the main focus because it allows an impressive experience of the high-quality brand image, especially due to its shiny-golden visual appearance. In addition, the strong key visual has been adapted to other media channels (print, radio, posters, and out-of-home media).

    Online has to be part of this wide offensive. In order to also convey the aesthetic-emotional high quality of the TV image on the Internet, the management decided to use a premium placement. The commercial ran in the logout area of the portals WEB.DE and GMX as a large-format MaxiMotion commercial. By means of Target Group Planning (TGP®), it was aimed at the target group of WEB.ConsumerTM Advanced Beer/Mixed Beer Beverages premium buyers, male, between 20 and 49 years old. As soon as target-group users logged out of their FreeMail mailbox, they saw the MaxiMotion commercial - full screen and in brilliant quality.

  • Results

    • Unaided advertising recall increased by 30%
    • Brand preference and affinity values were significantly increased
    • Purchase-deciding image factors were strengthened throughout
    • Increased advertising recall was decisively attributed to the Internet
    • Recognition value was far above average
    • Measurable impact and precise appeal to the target groups
    • High-quality appearance that reflects the premium image of the brand

  • Conclusion

    The precise TGP® targeting technology of WEB.ConsumerTM Advanced and the eye-catching video format of the MaxiMotion commercial have been successful in appealing to the buyers of premium beer brands - and therefore the target group of WARSTEINER - very efficiently and with the entire emotional power of TV advertising.

    The online campaign significantly increased the advertising recall through the use of moving images, which has therefore positively influenced the image of the WARSTEINER premium brand.

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