Napoleon

Spring has barely sprung and we are already bombarded with advertisements for barbecues. So how can you stand out from the crowd and attract all the attention yourself? moccamedia has shown the way and visited the places where barbecue experts can be found: local sports clubs near the Napoleon retailers.

moccamedia created the background noise with a cross-media national campaign. Absolute highlights were the individually planned media campaigns for specific retailer locations – local, on-site. It was with this double strategy that Napoleon dramatically increased their advertising pressure.

Retailer-specific mesh banners and posters were strategically placed in the 100 Napoleon retailers’ respective sales territories, accompanied by OOH posters and online advertising material with a reference to the individual locations.  What’s more, for the first time retailers were able to make use of advertising subsidies provided by the manufacturer. Each implementation of the advertisement for specific retailer locations was individually planned.

On top of this, moccamedia offered the reward of an attractive competition with a premium prize, as well as harnessing clubs as multipliers – this enhanced the positive emotional response to the Napoleon Highlight campaign.

Within one month, the campaign had reached 3.81 million contacts, generating enormous advertising pressure in the respective sales territories.