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Radiospot zur Steigerung der Store-Frequentierung und des Abverkaufs
Erstmalig beschließt ESPRIT den 20-%-Midseason-Sale zum Abverkauf ihrer Herbst- und Winterkollektion mittels einer Radiokampagne zu bewerben.
Mit redaktionellen und klassischen Radiospots begeistert ad-us nicht nur Hörer sondern macht zusätzlich die Radiomoderatoren zu Testimonials.
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Vorgabe
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Ursprünglich vorgegeben wurde eine klassische Radiowerbung zur Vermarktung des Midseason-Sales in den Ländern Belgien, Niederlande, Frankreich und Deutschland. Potentielle Kunden sollen die ESPRIT-Stores aufsuchen.
Das Ziel: Steigerung des Abverkaufs der Herbst- und Winterkollektion durch klassische Radiospots.
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Umsetzung
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SWR3, Antenne Bayern, Hit Radio FFH, bigFM, Antenne Niedersachen und Radio NRW ermittelt ad-us als zielgruppenaffine Radiosender für die ESPRIT-Radiowerbung.
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Radio Hamburg: Modebloggerin kleidet sich ein
Promotion im Programm von Radio Hamburg:
Live-Payoff des Hauptgewinns on Air:
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planet: Mitarbeiter von Esprit verkündet Gewinn
Promotion mit Esprit live am Telefon:
Gewinnmitteilung im Programm von Planet Radio:
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Deutsche und internationale Radiospots
DE: Werbespot im deutschen Radio:
NL: Niederländische Radiospot:
FR: Französischer Werbespot:
Infomercial national:
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Per Webcam vom Radio ins Internet
Um eine hohe Aufmerksamkeit der Hörer zu generieren, nutzt ad-us die emotionale Bindung der Hörer an ihre Moderatoren und stattet diese mit Outfits von ESPRIT aus.
Über eine Live-Cam-Schaltung ins Studio können die Hörer die Outfits der Radiomoderatoren ansehen.
Die Hörer können anschließend für das beste Moderatorenoutfit abstimmen und diese Outfits von ESPRIT sogar gewinnen.
Hinweis auf die Modenschau im Radio:
Werbehinweise von den Moderatoren:
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Gewinnspiel und Webcam auf der Website vom Radiosender
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Ergebnis
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Diese einzigartigen Testimonials in Verbindung mit der redaktionellen Radiowerbung sorgten für eine Traffic-Steigerung sowohl auf den Webseiten der Radiosender als auch in den ESPRIT-Stores.
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Aufgrund der deutlich gesteigerten Medialeistung kann ESPRIT auf einen „vorzeitigen Abverkauf“ der Saisonware zurückblicken. Es erfolgte eine Kampagnen-Verlängerung durch eine intensive redaktionelle Online-Kampagne.
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