Between lecture hall, station and open-air pool: how Raiffeisen reaches young people where they really are
Awareness campaign for the Young Member Plus offers of Raiffeisen Switzerland: premium Connected TV and programmatic digital out of home with environment, mobility, weather, day and time targeting place the message in the real everyday life of 16 to 26 year olds.
Raiffeisen Schweiz — Banking & Finance
Awareness campaign for the Young Member Plus offers of Raiffeisen Switzerland: premium Connected TV and programmatic digital out of home with environment, mobility, weather, day and time targeting place the message in the real everyday life of 16 to 26 year olds.
Context
Young Member Plus accompanies young adults between 16 and 26 through education, studies, first jobs and leisure, with discounts, exclusive experiences and attractive banking services. That made it all the more important to deliver the communication not as broadly as possible, but as precisely as possible.
Challenge
The audience barely watches linear TV, moves daily between school, university, going out and streaming, and often deliberately tunes out classic advertising. The brief was not as many contacts as possible, but the most relevant ones, at the right time, in the right place and in the matching usage context.
Solution
A programmatic awareness campaign for Raiffeisen Young Member Plus that combines premium Connected TV with programmatic digital out of home to reach young people where they actually spend their time.
Results
16–26 — Audience: young adults across Switzerland. CTV + PDOOH — Premium streaming plus screens along everyday life. 5 layers — Targeting: place, time, environment, weather, mobility data
The approach
How do you reach an audience that barely watches linear TV, moves daily between school, university, going out and streaming, and often deliberately tunes out classic advertising? Exactly this question stood at the start of the awareness campaign. Drop8 developed a programmatic media strategy that combines premium [[g:ctv|Connected TV]] with [[g:programmatic-dooh|programmatic digital out of home]]. Both channels follow the same idea: reach young people where they actually spend their time and consume media. For Connected TV, Drop8 deliberately chose streaming inventory with strong usage among the young audience. Alongside Twitch, SVOD platforms such as Disney+, HBO Max or Paramount+ were used, as well as BVOD, TV streaming and FAST environments like JOYN, Zattoo or Samsung TV Plus. The focus was on high-quality streaming offers that authentically reflect how young adults consume media today and enable a strong brand presence on the big screen. In programmatic digital out of home, too, the relevance of the screens counted for more than their number. The campaign followed the audience's different everyday worlds and combined them with specific time windows: around universities, colleges, vocational schools and high schools, delivery ran during class and study hours. In the evening, the communication shifted to city centres, train stations and nightlife hotspots, where especially towards the weekend particularly many young adults are out and about. In the colder months, cinema screens complemented the strategy; in summer, open-air pools moved into focus, combined with matching weather targeting. The campaign was activated exactly when as many people of the target group as possible were on site. The environment targeting was additionally linked with mobility data from ETH spin-off Senozon. While environment targeting covers obvious places such as educational institutions or leisure locations, the mobility data shows where the audience actually moves, regardless of what is located there. This added touchpoints no classic media plan would have foreseen and brought the campaign a step closer to the real everyday life of young adults. It is precisely this interplay that makes the campaign effective: place, time, environment, weather and mobility data interlock and ensure the message becomes visible exactly when it is most relevant to the audience. The campaign runs until mid-September. Already today, it shows the potential programmatic media strategies unfold when they consistently follow an audience's everyday life.
The impact
Place, time, environment, weather and mobility data interlock and make the message visible exactly when it is most relevant to the audience. The campaign runs until mid-September; already today it shows the potential of modern programmatic media strategies when they consistently follow an audience's real life.