To promote the discount on the ‘GA Night’, Die Mobiliar ran a successful audience-based campaign in two phases, specifically targeting young people. The campaign generated an impressive total of over 11 million impressions.
The campaign utilised the following two targeting methods:
Weekday targeting: The campaign ran during commuting hours (Mon–Fri, 07:00–09:00 and 17:00–19:00) in order to reach young people on their way to or from school or work.
Weekend targeting: In addition, on Friday and Saturday evenings (7.00 pm–1.00 am, and until 4.00 am in Zurich), the campaign specifically targeted young people out on the town in the urban centres of German-speaking and French-speaking Switzerland.
Thanks to this precise audience targeting and the use of Intervista data, Die Mobiliar was able to generate 18.11% of impressions within its target group of 18- to 24-year-olds, representing an impressive uplift of 212%.