Targeted mobile marketing in areas with mobile coverage in north-western Switzerland

How breitband.ch used a combination of municipal and tram route targeting to raise the profile of its telecommunications services without wasting reach.

Background and Objectives

Under the breitband.ch brand, ImproWare AG offers modern telecommunications solutions for business and residential customers in 77 municipalities across north-western Switzerland. Its service portfolio includes high-speed internet, digital television, landline telephony and mobile services – delivered via its own and partner cable networks.
The key challenge was to strictly limit advertising efforts to those municipalities where the services are actually available. Waste coverage in neighbouring regions not covered by the service was to be consistently avoided. In addition, the campaign was to target people travelling along selected tram routes who regularly commute between the municipalities where the service is available.

Implementation and Strategy

A combined mobile strategy was employed for the campaign, bringing together two complementary targeting approaches. Using aymo LiveTarget, people within the defined target communities were targeted in real time on a location-based basis. Ads were served whenever users were actually within the catchment area. This ensured that the communication took place exclusively in relevant service areas. In addition, aymo ReTarget was utilised. This reached people travelling along defined tram routes that connect several of the served municipalities. These routes are regularly used by commuters, thereby creating an additional, highly relevant touchpoint. The combination of both approaches enabled a highly targeted presence in the core area as well as enhanced visibility along key transport routes – with minimal wastage and maximum relevance.

Campaign data at a glance

  • Period: 12 May – 30 June 2025

  • Targeting: Local authorities: Selection and ongoing adjustment of target regions based on current relevance Tram routes: Targeted outreach along defined public transport routes

  • Ad impressions: 127,322

  • Click-through rate (CTR): 2.49%

  • Total clicks: 2,047

Results and customer feedback

Thanks to precise geographical targeting, breitband.ch was able to advertise its services only in areas where they are actually available – whilst at the same time increasing visibility along heavily used transport routes.

“For breitband.ch, it was crucial to ensure our adverts were visible exactly where our services are actually available. The combination of local authority targeting and retargeting along relevant tram routes enabled us to reach precisely these target groups without any wastage. aymo’s high level of flexibility was particularly helpful – the aymo team responded to our requirements at all times and implemented them quickly and easily.”