READ UPRIGHT

ClientKIESER TRAINING
Category B01. Brand-led Education & Awareness
TitleREAD UPRIGHT
Product/ServiceIMAGE
Entrant HEIMAT ZÜRICH, SWITZERLAND
Idea Creation HEIMAT ZÜRICH, SWITZERLAND
Credits
Name Company Position
Simon Rehsche HEIMAT Zürich Strategy & Creative Director / Partner
Nico Ammann HEIMAT Zürich Creative Director / Partner
Benjamin Hofmann HEIMAT Zürich Junior Art Director
Lukas von Wartburg HEIMAT Zürich Business Director
Chris Tanner Visual Fantastix CEO

Background

Kieser training was looking for a campaign refreshing the brand image and positioning the company within the everyday life of the Swiss.

Describe the creative idea

"Read Upright" creates awareness for bad posture of smartphone users. By replacing the paywalls of Switzerland's biggest publisher with an interactive interface, users could unlock articles with healthy posture.

Describe the strategy

Transforming annoying paywalls into a rewarding experience, the target group was made aware of unhealthy posture in the moment it happens. By retargeting the users with a promotion, they were invited for test trainings at Kieser Training.

Describe the execution

By using the smartphone's gyroscope sensors, real-time data was used and displayed on the screen. Data of the publisher was used for sophisticated targeting, so the core target group was reached. The campaign was online for a whole month. Creating a new touchpoint, the campaign became integrated part of user experiences.

List the results

The campaign aired with 230'000 placements. Whilst a usual campaign generates a CTR of 3-4%, in our campaign people even went a step further. 17'000 user changed their posture to the optimal position and we achieved an interaction-rate with the ad of 7%. The data of all these interactions was collected and is currently being analyzed and will form the basis of the biggest in-depth study on smartphone posture ever conducted.