Launch campaign to mark the reopening at Zurich Airport

How Confiserie Bachmann successfully capitalised on the high footfall around ‘The Circle’ using precise geo- and time-targeting.

Background and Objectives

Confiserie Bachmann, a long-established family-run business based in Lucerne and a leading name for confectionery and bakery specialities, is strengthening its national presence with a new specialist shop in ‘The Circle’ at Zurich Airport.

To mark the reopening, the campaign was aimed specifically at workers and commuters in the immediate vicinity of the airport. The aim was to make efficient use of the high footfall in the transport hub and to inform potential customers about the new offering with a clear reference to the location.

Implementation and Strategy

For the launch, Confiserie Bachmann, in collaboration with aymo, adopted a combined mobile strategy featuring two complementary targeting approaches. In addition, a TimeTargeting system was implemented, which was consistently aligned with the opening hours of the new branch.

Bus stop targeting via ReTarget was used to reach commuters and airport staff who regularly wait at bus stops around ‘The Circle’. Thanks to location-based retargeting, these individuals were reached on multiple occasions throughout the campaign period.

At the same time, rail line and station targeting via LiveTarget reached commuters travelling along relevant rail lines and at central stations in the Zurich Airport area. This enabled the campaign to reach a target audience with a direct connection to the location, who regularly travel within the immediate catchment area.

Campaign data at a glance

  • Ad impressions: 56,660

  • Click-through rate (CTR): 2.63%

  • Total clicks: 1,477

Results and customer feedback

With a CTR of 2.63%, the campaign achieved an above-average engagement rate. Targeting the airport’s transport environment ensured high-quality contacts and enabled the efficient activation of potential customers directly within the relevant catchment area.

This case study demonstrates how new store openings can be effectively promoted through precise mobile targeting – particularly in high-traffic areas with clearly defined target audiences.