Wander: OVOMALTINE DRUECK APP

Credits & Description:

Category: Direct Response Digital: Mobile Marketing

Advertiser: WANDER

Product/Service: BEVERAGE

Agency: MAXOMEDIA

Date of First Appearance: Dec 26 2010

Entrant Company: MAXOMEDIA, Bern, SWITZERLAND

Entry URL: http://www.thisknocksyououtofyoursocks.com/ovo_direct

Chief Executive Officer: Roman Hirsbrunner (Maxomedia)

Technical Director: Bernhard Herzig (Maxomedia)

Creative Director: Reto Schild (Maxomedia)

Digital Planning Director: René Schwarz (Maxomedia)

Digital Planner: Fabian Merz (Maxomedia)

Interface Designer: Patrick Lauterburg (Maxomedia)

Interface Designer: Alain Aebersold (Maxomedia)

Account Manager: Sabine Deinhofer (Maxomedia)

Account Manager: Matthias Gerber (Maxomedia)

Copywriter: Laura Kistler (Maxomedia)

Backender: Christian Stampfli (Maxomedia)

Art Director: Patric Franz (Maxomedia)

Application Programmer: Oliver Oswald (Maxomedia)

Senior Brand Manager: Bettina Marthaler (Wander / Ovomaltine)

Brand Manager: Hanspeter Trüeb (Wander / Ovomaltine)

Media placement: owned newsletter (Ovomaltine) - Owned Newsletter - 23. December 2010

Media placement: Facebook posts - Facebook - 26. December 2010 ongoing

Media placement: Partner Newsletter - Partner Newsletter - 22. December 2010



Describe the brief/objective of the direct campaign.

Target Audience: Swiss ski fans

Strategy: Convert the Swiss ski fans to deliver our brand message to their social friends.



Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.



Sports in Switzerland consist of A) Roger Federer and B) the national ski team. The Swiss love their national ski team, feel strongly connected to their athletes and support them in any possible way. But always within their own four walls. To enable them to share their enthusiasm directly with the athletes and their social network, we created the OVOMALITNE DRÜCK APP, an iPhone application that makes it possible to measure how long they have their 'thumbs pressed' (the Swiss equivalent to 'fingers crossed') and at the same time transfers the brand’s core message to the public: give someone energy. Brand fit? Almost perfect. The stats? Fantastic.

We advertised the app via a banner on our official website.



Explain why the creative execution was relevant to the product or service.

We've involved Swiss ski fans to deliver our brand message in a new way. While supporting their athletes by "crossing fingers" they also delivered the brand message "give someone energy" by inventing the iPhone App OVOMALTINE DRÜCK APP.



Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.

We had 12'000 App downloads and 1'125 hours of "pressed thumbs" by just having one reference in our own newsletter & posts on the Ovomaltine facebook page.