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Promotion of the Rhaetian Railway: successfully communicated with aymo AudienceTarget and GeoTarget
Campaign target
The Rhätische Bahn AG (RhB) has launched a Grisons General Travelcard (BÜGA). In order to target commuters in the catchment area of Chur with this attractive offer, the RhB relied on aymo MobileTargeting. The combination of the aymo AudienceTarget and aymo GeoTarget products significantly increased the relevance of the regional campaign.
Implementation with aymo AudienceTarget
For RhB, the target group was clear. They wanted to reach those people who travel on public transport. The aymo AudienceTarget allows a pre-selection of target groups to reach the optimal target audience easily and directly. Thus, commuters could be reached directly on their smartphones using Ricchi Ads.
Implementation with aymo GeoTarget
RhB supplemented the campaign with the help of aymo GeoTarget, targeting commuters in the Grisons region by defining a radius of 23km around Chur. This ensured that the BÜGA offer only reached those who were traveling in the defined area.
The AudienceTarget achieved an above-average click-through rate of 2,78%. AudienceTarget combined with GeoTarget generated a total of 2 916 clicks, which led the target group directly to the RhB landing page to benefit from the offer.
Campaign period: 23.01.2023 - 05.02.2023
Succeed with aymo MobileTargeting
Customer
The Genossenschaft Migros Basel covers the two cantons of Basel-Stadt and Baselland and extends into the Jura. It comprises more than 60 sales outlets and currently employs 2,955 people.
Challenge
The Genossenschaft Migros Basel had a clear objective: it wanted to reach working people in the city of Basel in a targeted manner and effectively convey its messages to this dedicated target group. In doing so, it was of significant importance for them to find a suitable and efficient solution to optimally place their advertising messages and attract the attention of the busy target group.
Implementation
With aymo GeoTarget, a radius of 10 kilometers around Basel was defined. In addition, aymo AudienceTarget was used to integrate the desired target group of working people. This combination resulted in a customized and highly effective advertising campaign that was perfectly tailored to the needs and interests of the Genossenschaft Migros Basel.
The campaign achieved an above-average click-through rate of 3.48% during the runtime from 11.04 - 22.04.23. AudienceTarget combined with GeoTarget generated a total of 6,906 clicks. The results show that the advertising messages reached the target group effectively.
Marco De Matteis, Online Marketing Specialist at Genossenschaft Migros Basel explains why the campaign results impress him.
«The figures are great, and I have also received increased feedback from people who have seen the banners. We also had more contest entries and newsletter signups compared to the same campaign last fall.»
