Cross-Media campaign for the DGUV on International Day of Persons with Disabilities
Case in Numbers
61 million target contacts within 7 days
95 % viewing rate for moving images
Raising awareness and participation in sport among people with disabilities
The goal was to raise awareness around the challenges faced by people with disabilities and to promote their participation in sports.
The campaign ran under the motto “Your start. Our goal.” and was accompanied by testimonials such as wheelchair tennis player Britta Wend and para-ice hockey player Willi Struwe.
One of the initial questions was whether to follow digital or poster advertising for the campaign. Poster advertising ultimately proved less effective, with less visibility. We developed a digital campaign concept instead, allowing us to reach all relevant target groups, regardless of their location.
The campaign should always be on — at the right time, in the right place, and within the right context. We wanted to make sure we can get full visibility on the campaign, without the target group having to physically pass by an ad.
DGUV Campaign Video
Targeting was carried out on a very granular basis for groups in the healthcare sector, people with disabilities, relatives, employers and politicians.
Media mix of six digital channels in detail
Smart TV
Display & Mobile Ads
Social Media
Native Ads
Video
DOOH
1:0 for the digital cross-media campaign!
The implementation ran in two phases, planned around December 3rd, the International Day of Persons with Disabilities. The first phase ran prior to December 3rd, and the second, on December 3rd itself, where we wanted to create even more buzz. We were able to exceed our goal of reaching 30 million German citizens.
Within those 7 days and across our different channels, we ultimately reached 61 million target contacts, doubling our initial goal. We also achieved a 95% view-through-rate on moving image.
