How do you take an already successful brand further and strengthen its relevance for new target groups at the same time? How can this further development be visibly anchored in retail and digital channels? As part of the careful revision of the DUMONT direkt travel guide series by MAIRDUMONT, we developed a new POS concept and a social media outreach campaign that consistently reflects the focus of the content and the modernized design.
The campaign claim “Du mittendrin” formulates the promise of the series to lead directly into the heart of the destinations, visually condensed in a concise locator pin. New approaches are created through visual worlds with unusual perspectives on iconic places that deliberately show familiar things in a new light. Puns such as “Between church and kebab” expand the diversity of the experience with a wink.
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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