Since its launch in January 2023, Baseljetzt, Telebasel’s news portal, has been providing up-to-date and well-researched reports on Basel and the region. However, a market research analysis carried out by Telebasel in 2023 showed that the news app’s brand awareness still had room for improvement.
To boost brand awareness in the Basel region, a brand awareness campaign was launched in collaboration with the creative agency Yellow. The dynamic campaign on APG|SGA’s eBoards and ePanels in and around Basel railway station enabled up-to-date content and news to be communicated and displayed programmatically in real time. Every day, two breaking headlines were displayed on the advertising screens, linking to articles on Baseljetzt.
The pilot phase of this campaign proved to be extremely successful. Thanks to close collaboration and flexible technical implementation, APG|SGA was able to exceed Baseljetzt’s requirements and objectives, according to Tom Wunderer, Head of Communications and Corporate Development at Baseljetzt. Even during the first phase, which ran from June to July 2024, a significant increase in page views and unique visitors to Baseljetzt was achieved. The dynamic and targeted campaign played a key role in boosting Baseljetzt’s brand awareness and expanding the portal’s reach.