| Title | READ UPRIGHT |
| Brand | KIESER TRAINING |
| Product/Service | IMAGE |
| Category |
B05. Mobile Advertising |
|
Entrant
|
HEIMAT ZÜRICH, SWITZERLAND
|
|
Idea Creation
|
HEIMAT ZÜRICH, SWITZERLAND
|
Credits
| 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.