How do you take an already successful brand to the next level while simultaneously strengthening its relevance to new target audiences? How can this evolution be visibly integrated into retail and digital channels? As part of MAIRDUMONT’s careful revamp of the DUMONT direkt travel guide series, we developed a new POS concept and a social media reach campaign that consistently reflect the series’ content focus and modernized design.
The campaign tagline “You’re right in the middle of it” articulates the series’ promise to take readers straight to the heart of the destinations, visually condensed into a striking locator pin. New perspectives emerge through imagery featuring unusual angles on iconic locations, deliberately presenting the familiar in a new light. Wordplay such as “Between Church and Kebab” playfully highlights the diversity of the experience.
Based on this principle, we developed an integrated campaign concept from the point of sale to the digital channels. At the POS, high-quality, durable wooden displays and eye-catching secondary placements ensure maximum visibility in retail and pay tribute to the brand quality.
For the digital extension, we developed a broad-based creative set consisting of diverse formats, imagery and messages. Because in the current meta-ecosystem, it is not only target group targeting but also creative differentiation that controls the playout. The reach campaign is complemented by a modular GIPHY sticker series, which generates additional visibility as subtly integrated branding in stories and user-generated content.
The result: an integrated campaign that strengthens the brand and visibility and shows how POS measures and data-driven campaigns can be effectively dovetailed through a clear central idea.
Further information:
Our client: DUMONT direkt
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