ATU USES CROSS-CHANNEL APPROACH TO PROMOTE OFFERS DURING THE SHOPPING SEASON

 

 


CAMPAIGN GOALS IN FOCUS

Increase awareness of ATU, Germany’s largest workshop chain, and its current offers and promotions during the autumn/winter tyre change season – through a high-profile, nationwide cross-channel campaign in the vicinity of ATU branches.

Focus on Drive2Store: Encouraging consumers to visit one of the 529 ATU branches nationwide with an adjacent shop – during the busy sales and workshop months of November and December.

Optimal penetration of ATU’s primary target audience by displaying current ATU promotions across all relevant digital channels.


IMPLEMENTATION OF THE CAMPAIGN

Tailored cross-channel campaign with appropriate formats for each channel across all relevant digital channels – for maximum reach and awareness of ATU and current offers.

Hyperlocal distribution of the campaign within a 30km radius of the 529 ATU branches in Germany.

High engagement promotion across all relevant social media channels with video formats & video ads on Pinterest and YouTube, as well as programmatic video ads with additional map integration for direct search of the nearest ATU store – and programmatic swipe gallery.

Placement of offers in a shopping-relevant environment across multiple shopper platforms and apps with the product-feed based dynamic brochure “Discover”. The customised product world for ATU consisted of five pre-defined product categories and offered the opportunity to highlight featured products.

Additional audience targeting through push notifications with special interest targeting.


RESULTS WHICH SPEAK FOR THEMSELVES

High reach with a total of >9.3 million impressions
→ Maximum visibility across all relevant digital channels during the multi-week campaign period generated very high awareness of ATU and its autumn offers. A change of creative to the ‘Winter Package’ theme during the campaign period generated additional attention from shoppers. Maximum activation of the target audience: Very high engagement with offers: The very high reach and above average engagement rate of 6.16% generated over 579,000 engagements.

  • Curiosity aroused: The high level of engagement resulted in almost 52,000 click-throughs, giving an overall CTR of 0.56%. 5 out of 6 formats were well above the industry benchmark!
  • Pinterest Video: CTR of 0.28% (benchmark: 0.19%) and engagement rate of 10.87% (benchmark: 7.82%)
  • YouTube video: 44.50% engagement rate (benchmark: 39.89%)
  • Push notifications: Open rate of 13.74% (benchmark: 10% – 15%)
  • Discover: Engagement rate of 0.57% (benchmark: 0.5 – 1.5%)
  • Programmatic Video & Map: CTR of 2.33% (benchmark: 1.53%) and engagement rate of 3.52% (benchmark: 2.51%)