According to the urban dictionary, knorke is a German version to say “cool”. So, in June 2022, the Italian payment processing app Satispay launched a big, and knorke, campaign with billboard advertising in Berlin Kreuzberg and Neukölln, in order to increase brand awareness and app downloads in Berlin. They had acquired stores around Kreuzberg and northern Neukölln that accept their payment service. They now wanted to target Kreuz-Köllners with billboard advertising on 11 full columns, 1 City Light column, and 105 large-scale billboards on the street, as well as the digital City Light poster network HUB Kreuzberg, other large-scale billboards on subway stations, and some ground posters. Since the area was relatively small, booking this large number of different poster media created enormous advertising pressure. If possible, poster panels were also booked next to each other, on which different motifs were then placed. Satispay was simply unmissable in Berlin Kreuzberg!
The billboard advertising was also unmissable because of the clever motifs! Satispay placed cool characters on their motifs, that were resembling stereotypes of the target group from Berlin Kreuzberg and north Neukölln. With slogans like pay knorke, pay smart, pay schnieke, pay funky, or pay smart, they motivated the poster viewer to download the app. The bright red background also made the posters particularly eye-catching. In short, the red posters with clever slogans could be seen everywhere in the target area.
Great motifs! Great advertising pressure! Great campaign!
Also, do you want to see how the billboards are pasted onto a full column? Check out our youtube clip about it!
You think out-of-home advertising can’t be green? Posters and foils that are produced only to be displayed for a short time are not sustainable, you say? And anyway, what does all this have to do with the American Blockchain Algorand? Let’s clear things up!
On May 14-15, 2022, the ABB FIA Formula E World Championship, the race of electric-powered Formula 1 vehicles, took place at the old Tempelhof Airport site in Berlin. Since the focus is on electrically powered vehicles, we have a clear “green” finger pointing to sustainability, here, and away from fossil fuels. Furthermore, the visitors of the event are mostly men. This target group, men with an interest in sustainability, is clearly the focus for Algorand. Is this perhaps why Algorand is so present at this event and a proud partner of the Envision Formula-E team? Makes sense!
Algorand is a proof-of-stake blockchain protocol for cryptocurrencies that has had a strong focus on sustainability, energy efficiency, and environmental sustainability from the beginning. Not only because of this, Algorand presents itself as a green blockchain, but in addition to the Algorand Blockchain, the associated Algorand Foundation also cares about the growth of the ecosystem. So they are working to ensure that there are not only technologies for the future, but that the next generations can use these technologies on a livable planet. It’s a holistic, “green” idea and USP ) unique selling point) that makes Algorand stand out with.
Algorand’s green advertising campaign in Berlin
To address their target group for the Formula-E event, Algorand wanted to run an advertising campaign in the time leading up to and around the event to generate as much visibility as possible around the event location (Tempelhof Airport) and in Berlin. Together with their agency Funday Agency, we organized the greenest possible media mix. In addition to posters on largescale billboards, columns and city light columns, digital city light boards, digital projections and a CO2-absorbing giant poster were also placed to create a strong advertising impact.
But printed posters aren’t green, you say? Did you know that our poster printing partners are working on sustainability? They carry the Blue Angel eco-label, source energy from hydroelectric plants, distribute their sites to greatly reduce delivery distances, and recycle old posters afterwards. Quite a green approach.
The giant poster, which was placed directly at the major intersection Platz der Luftbrücke on a facade opposite Tempelhof Airport, was intended to make a special statement. Algorand insisted that the giant poster be made with “the Pure,” a photocatalytic protective layer of titanium dioxide that cleans the air of pollutants: a CO2-absorbing giant poster! If it’s going to be a big printed banner, then please make it sustainable! To make that clear to prospective customers, the message on the mega poster read, “Blockchains can be green. Algorand’s CO2-negative blockchain is making the future greener, just like this air-purifying billboard.”
Want some more eco-friendly out-of-home advertising? To increase visibility around the event location and in Berlin-Mitte, two digital projections each were installed at different locations over 6 nights. The digital giant posters can be projected on different house walls in Berlin, in different sizes. Especially after sunset, the digital projections shine razor-sharp and through moving images they are a real eye-catcher!
In summary: a great campaign! With out-of-home advertising at events, advertisers always benefit from increased contact numbers. But at this event, Algorand also reaches their target group directly. With the direct partnership to the Formula-E team, they built a relationship with the poster viewer, drew the connection to sustainability and thus to their blockchain. Simply great!
Our client Monday.com offers a computer program to coordinate and manage small to large teams. After various major international cities, such as New York and San Francisco, had already been covered with large-scale out-of-home advertising, the Monday customer base in Berlin was now to be increased through a short but concise campaign, with outdoor advertising.
The target group was clear: mid-level managers who coordinate several employees. In previous campaigns, Monday.com had used transit advertising and billboards in the train station area, and as many of them as possible together to create dominance and stand out. But how do you meet mid-level managers in times of pandemic and home office? Are the Berliners still in home office or has mobility picked up again? Is it already worth it to place out-of-home advertising again?
To get an impression of their target group’s mobility behavior Monday.com conducted an internal study with Berliners already using their team management tool. The study was conducted in March to get a timely impression and meaningful results for the campaign planned for May. The results showed a busy pattern of movement and use of public transport and private cars to get to work. Some users alternated between home and office work, but Berliners were on the move a lot, again. Monday.com drew the following conclusion:
Yes, running out-of-home advertising is worth it now!
Transport advertising, interior advertising & posters on the streets reach Berliners
The survey not only determined whether out-of-home advertising was worthwhile again at this time, but also where the clients are located and with which means of transport (and which line!) the customers come to work. The majority use the subway (U-Bahn), urban rail (S-Bahn), and the car. So Monday.com decided to use transport advertising, more precisely interior advertising, as well as posters in City Lights on the street to reach the Berliners. To generate strong visibility and reach in the campaign period of 4 weeks, 2560 side strips in the U-Bahn (25.6% share), 1150 ceiling posters in the S-Bahn (10.3% share), and 56 City Light boards were placed on the streets in the core area (Mitte, Friedrichshain, Prenzlauer Berg, Kreuzberg).
This combination of transit advertising and billboard advertising has proven to be successful in out-of-home advertising, as it addresses all mobile people on the street, regardless of whether they are traveling by public transport, bicycle, car or on foot. In particular, the high number of foils used as interior advertising in the S-Bahn and U-Bahn trains created a strong presence that increased awareness and brand recognition. As a result, there was probably hardly a mobile Berliner in May who did not come into contact with the advertising on an almost daily basis.
Different motifs – 1 look-and-feel
Especially when you place such a large number of foils as transport advertising, it makes sense to place different motifs to appeal to even more people. But with several motifs, there is always the risk that the onlooker no longer associates the motifs all with the same company. Therefore, there must be a uniform look-and-feel, which makes it clear to the viewer that all motifs are from the same advertiser. This can be achieved through various design factors, such as colors, poster composition, typeface size and type, figures, and focus products.
Monday.com decided to place 5 motifs on the City Light Boards, and 8 motifs each in U-Bahn and S-Bahn. Although so many motifs were used, one could clearly see a common look-and-feel, both in the structure, the color scheme, and the focus product. On the right side of the interior ads, there was always a table with a laptop, the desktop of which showed the Monday.com program. The left half of the motifs was always adorned with a pun or an allusion to Berlin-specific cultural assets. For example, like this allusion to Berlin sports clubs: „Die Alte Dame, die Eisernen oder die Füchse. Ihr Team ist das Wichtigste! Bessere Workflows. Stärkere Teams. Mit Monday.com.“ (Reference to Hertha BSC, Eisern Union and die Füchse.) On the bottom left of each motif was the Monday.com logo.
Monday.com’s Berlin campaign is a very good example of a campaign with multiple motifs that manages to keep a clear look-and-feel, and thus, does not bore the customer, even with many slides next to each other, but on the contrary, encourages them to keep reading the puns. Well done!
How nice it would be if your out-of-home advertising continued to be anchored in the minds of the contact persons reached even two/three weeks after the end of the advertising campaign. No problem because out-of-home advertising can do that and much more!
As the “ROI-Study OOH 2020” from the Fachverband für Aussenwerbung (FAW e.V.) proves, the effect of out-of-home is absolutely sustainable, because: The half-life, a parameter that indicates after how many weeks half of the communication effect is still present, can even last up to 12 weeks, depending on the industry! Before we knock your socks off with more facts, a few key data on the study itself.
The effect and efficiency of OOH is clearly proven
The goal of the “ROI Study OOH 2020” was to prove the impact and efficiency of out of home in the media mix. Spoiler: Success proven! The study examined the impact of out-of-home advertising on the sale of brands and products in terms of ROI (Return On Investment). This means that the advertising expenditure was put in relation to the measured advertising success and thus it was calculated how many euros of revenue were generated per euro invested in advertising expenditure through OOH. A total of 234 cross-media campaigns were used for the study, covering both FMCG (fast moving consumer goods) and NON-FMCG market segments.
Outdoor advertising: media spending vs. media impact
Three different factors influence the sale of products in the FMCG and NON-FMCG segments: Baseline (impact factors that cannot be influenced, such as seasonal effects), Marketing (price, product, distribution, promotion) and Media (impact contribution of all media). It is astonishing that “Media”, with a 29.5% share, contributes almost one third to the sales of the products in general, of which, however – since the effect and efficiency of outdoor advertising was once again proven with this study – only a small part of the media spending is attributable to out-of-home.
In order to determine the impact contribution precisely, the actual media share of 29.5% in the graph was scaled to 100% to determine the correlation between media spending and media performance.
Although on average only 6% of total media expenditure is attributable to outdoor advertising, this advertising medium contributes a share of 8.5% to the media impact. This is a significantly high contribution that outdoor advertising makes to relevant sales! The graphic also shows how important a healthy media mix is. A sensible distribution of media spendings among the individual advertising segments is important in order to achieve the best possible and longest-lasting advertising impact. As the following example also proves:
OOH in the media mix doubles sales
Adding OOH advertising to the media mix while slightly increasing the media budget by 15% leads to extraordinary – positive – effects of your advertising campaign. If you rely on just one advertising medium, in this case a TV mono campaign, you should not expect any great leaps. Only the media mix of TV and OOH advertising ensures that efficiency (i.e. the ratio of budget & sales) increases by 59% and sales are 98% higher than in campaigns without OOH advertising. Yes, we agree with you: Wow! So, this example clearly proves that a media mix achieves the best results.
Achieve enormous ROI efficiency with Out-Of-Home advertising
The impact of outdoor advertising – as part of a cross-media campaign – scores again on these metrics, because Out-Of-Home also has a positive impact on return on investment (ROI). As a reminder, ROI puts advertising expenditure in relation to the measured advertising success. For example, the study found that every euro of media expenditure invested in out of home advertising (based on the premise of sales) generates an average of €4 in revenue.
In the case of consumer goods such as soft drinks, each euro invested even generated 8 times that amount in sales, and in telecommunications the figure was well over €9. Depending on the industry, the use of a media mix, i.e. the addition of out-of-home advertising, has thus been shown to increase ROI efficiency.
Half-life of out-of-home advertising: Stays in the mind for a long time
Out of sight, out of mind? Not with out-of-home advertising, because as the study also shows, the so-called “carry-over” or “depot effect” is enormous. To explain: This anglicism describes the – quite normal – fact that campaigns have a diminishing effect after they have ended. What surprises readers at this point is that the OOH effect is still 64% on average two weeks after the end of the campaign – and this puts the media effect of out-of-home advertising on a par with the “online” medium. Depending on the sector, this advertising after-effect of out-of-home advertising can be proven to be even longer or higher. Particularly in the case of strongly established brands or companies that have caused a stir with outdoor advertising over several booking periods and in combination with a very good advertising creation, the carry-over effect can even last up to 12 weeks afterwards.
As the study “ROI Study OOH 2020” proves, OOH advertising is a very powerful means of communication and contributes to the visibility of an advertisement demonstrably but above all sustainably. The positive impact on ROI of incorporating out-of-home advertising – i.e., a cross-media campaign – was proven. It was also confirmed that OOH makes a significant contribution to media impact.
Finally, to echo the basic tenor of the study:
If an advertising medium stands alone, such as when a “Tv mono campaign” is used alone, advertising achieves solid results. But it is only in the media mix, i.e. by adding OOH, that your advertising campaign can work at all levels and only then becomes truly efficient. So, if you want to be “in the mind” of your target audience – especially in the long term – go for out-of-home advertising in the media mix.
How to increase sales with out-of-home advertising on buses
As we know, Berlin is a large and heterogeneous city. And bus advertising in particular is a 1-to-many medium. So how exactly do you reach your target group with bus advertising? Fortunately, Berlin has 6 bus depots. So, you can choose the area you want to reach based on the depots. In order to avoid long travels through the whole city, the bus lines from the area are assigned to the respective depots in that area. If you choose the depot Indira-Ghandi-Straße, you will use buses that run in the area of Pankow, Prenzlauer Berg, Mitte, Friedrichshain, Kreuzberg, Lichtenberg, and Marzahn-Hellersdorf. So rather in the northeast of Berlin. There are overlaps at some depots, but always clear tendencies.
This positive effect of depot occupancy was also used by our customer to bring its water Brandenburger Quell closer to its target group. In order to facilitate the decision as to which depot in Berlin should be occupied, an analysis and target group segmentation was carried out. As a regional family business whose water is sold in glass bottles, they identified their target group as an environmentally conscious, modern middle. In the analysis, the depot Indira-Ghandi-Straße was found to cover those areas where the target audience lives. Thus, bus advertising was planned in this area.
So now, a single decker bus was branded in partial design. Besides the Brandenburger Quell water bottles, the motif shows bright blue sky, meadows, blue water, a few Berlin sights, and the words “Naturally from here” and “In the middle of Brandenburg – directly near Berlin”. This represents exactly their brand positioning: Pure quality, freshness, naturalness, regionality (proximity to Berlin) and environmental awareness. A very nice and effective design.
Furthermore, the choice of partial design on the bus as long-term advertising is a very effective measure. Partial design and full design are always most worthwhile with a booking of at least 12 months. On the one hand, the foil is produced only once and can then be in use for more than a year. This makes more ecological sense than running short campaigns with constantly changing motifs that have to be produced anew each time. And on the other hand, the bus advertising on the chosen depot can achieve lasting visibility in its target area and thus continuously increase sales among its target group. Therefore, we congratulate Brandenburger Quell and all advertisers who use bus advertising in Berlin on a depot that reaches precisely their target group on this great media choice.
“When Hans went to school, his eyes were always on the sky.” This is how the old German children’s tale “Hanns Stare-in-the-Air” starts. In 1845 and several accidents later, this may well have been the case for “Hanns”. But with digital outdoor advertising, such as the Infoscreen, Hanns is no longer peering into the air; he only has eyes for your OOH campaign on the digital screen.
What are digital Infoscreens?
Infoscreens, also known as “Station Video” or “Public Video”, are modern large-format screens in landscape format, which can be found primarily at highly frequented locations such as train stations, but also at suburban and underground stations in Germany’s major cities. The oversize (16:9) alone makes this digital outdoor advertising stand out from afar. A razor-sharp resolution of more than 1,920 x 1,080 pixels and moving images do the rest: automatically attracting the attention of everyone standing at the track. And that’s not all!
The special feature of this out-of-home medium is that your advertising is literally embedded between editorial content, such as regional weather forecasts and culture tips, as well as global news. Thus, the advertising is not directly perceived as such, and the information environment has a positive effect on the perception of your OOH campaign. Since the XXL screen and the diverse program, which is entertaining and informative at the same time, invites you to look, this digital poster is a real attention magnet at a train station.
Where do the Infoscreens attract attention?
With these digital info screens, your OOH advertising campaign is right in the middle of things: always well and visibly located at highly frequented interchange stations. This allows you to generate high contact numbers in major cities throughout Germany, as well as an enormous reach. In Berlin, for example, your digital advertising campaign can attract attention at the central “Friedrichstraße” junction or at Europe’s largest interchange station, the “Berlin Hauptbahnhof”. These locations are true transshipment points and handle several hundred thousand people. The long-distance train station “Südkreuz” alone is used by more than 175,000 departing and arriving passengers, visitors and Berliners within 24 hours. For commuters in particular, these transfer stations are the direct link between Berlin’s suburbs and the workplace – every day! With an advertising space allocation on an info screen, you therefore also reach multiple contacts. The target groups to be reached can therefore be a regional, as well as international audience, business travelers and the commuting, upper middle class.
Why is this digital outdoor advertising so effective?
Let’s cut to the chase: we wait an average of 5-10 minutes for the next train. During that time, we have nothing to do … you could look up in the air like Hanns – but there’s that attention-grabbing digital billboard. Interest is aroused in those waiting and is really attracted by the large digital screens. What’s more, your digital outdoor advertising is perceived intensively because the target group is in a low-stimulus environment.
So the term “infotainment” says it all: information worth knowing, such as regional reports – which, by the way, increases trust in your brands, because you are advertising in a familiar environment for the target groups – and news, create a positive environment (also from an editorial point of view) for your advertising clip.
What other advantages do these digital posters or digital outdoor advertising in general offer?
In principle, digital outdoor advertising is flexible and can be used at short notice, which means that updates to your advertising or the advertising motifs are possible. In addition, several cities can be covered at the same time, even in the same format! A nationwide presence of your OOH marketing measure is therefore easy with digital posters, as the campaigns can be easily initiated across cities, i.e. throughout Germany.
Furthermore, with the “Info Screen” advertising medium, you can specify exactly when your advertising should run. Through the possibility of booking different time slots (of 3 hours), you also select the people who will see your advertising. It is up to your marketing objective whether you want to use advertising space around the clock, i.e. the same playout in all six available time slots, or whether you want to use a few selected time slots with double or triple the frequency. You only advertise when you want. And so your Infoscreen advertising campaign easily turns “Hanns Stare-in-the-Air” into “Hans Stare-at-the-digital-Infoscreen” – who then sees, directly and blatantly, your digital outdoor advertising.
The digital information screens thus achieve enormous attention, like reach, mainly due to their oversize and locations. Added to this is the long waiting time in a monotonous environment, which again increases the perception of OOH. Through the editorial environment in which your advertising is integrated, the trust in your brand is also strengthened. So all in all, for you as an advertiser, this means: If “Hanns”-at this point representing your target group-is only looking at your outdoor advertising instead of the air, then you have probably occupied an advertising slot on an Infoscreen!
The billboard advertising was also unmissable because of the clever motifs! Satispay placed cool characters on their motifs, that were resembling stereotypes of the target group from Berlin Kreuzberg and north Neukölln. With slogans like pay knorke, pay smart, pay schnieke, pay funky, or pay smart, they motivated the poster viewer to download the app. The bright red background also made the posters particularly eye-catching. In short, the red posters with clever slogans could be seen everywhere in the target area.
Algorand is a proof-of-stake blockchain protocol for cryptocurrencies that has had a strong focus on sustainability, energy efficiency, and environmental sustainability from the beginning. Not only because of this, Algorand presents itself as a green blockchain, but in addition to the Algorand Blockchain, the associated Algorand Foundation also cares about the growth of the ecosystem. So they are working to ensure that there are not only technologies for the future, but that the next generations can use these technologies on a livable planet. It’s a holistic, “green” idea and USP ) unique selling point) that makes Algorand stand out with.
But printed posters aren’t green, you say? Did you know that our poster printing partners are working on sustainability? They carry the Blue Angel eco-label, source energy from hydroelectric plants, distribute their sites to greatly reduce delivery distances, and recycle old posters afterwards. Quite a green approach.
This combination of transit advertising and billboard advertising has proven to be successful in out-of-home advertising, as it addresses all mobile people on the street, regardless of whether they are traveling by public transport, bicycle, car or on foot. In particular, the high number of foils used as interior advertising in the S-Bahn and U-Bahn trains created a strong presence that increased awareness and brand recognition. As a result, there was probably hardly a mobile Berliner in May who did not come into contact with the advertising on an almost daily basis.
Different motifs – 1 look-and-feel
Monday.com decided to place 5 motifs on the City Light Boards, and 8 motifs each in U-Bahn and S-Bahn. Although so many motifs were used, one could clearly see a common look-and-feel, both in the structure, the color scheme, and the focus product. On the right side of the interior ads, there was always a table with a laptop, the desktop of which showed the Monday.com program. The left half of the motifs was always adorned with a pun or an allusion to Berlin-specific cultural assets. For example, like this allusion to Berlin sports clubs: „Die Alte Dame, die Eisernen oder die Füchse. Ihr Team ist das Wichtigste! Bessere Workflows. Stärkere Teams. Mit Monday.com.“ (Reference to Hertha BSC, Eisern Union and die Füchse.) On the bottom left of each motif was the Monday.com logo.
want to reach based on the depots. In order to avoid long travels through the whole city, the bus lines from the area are assigned to the respective depots in that area. If you choose the depot Indira-Ghandi-Straße, you will use buses that run in the area of Pankow, Prenzlauer Berg, Mitte, Friedrichshain, Kreuzberg, Lichtenberg, and Marzahn-Hellersdorf. So rather in the northeast of Berlin. There are overlaps at some depots, but always clear tendencies.
Brandenburg – directly near Berlin”. This represents exactly their brand positioning: Pure quality, freshness, naturalness, regionality (proximity to Berlin) and environmental awareness. A very nice and effective design.
With these digital info screens, your OOH advertising campaign is right in the middle of things: always well and visibly located at highly frequented interchange stations. This allows you to generate high contact numbers in major cities throughout Germany, as well as an enormous reach. In Berlin, for example, your digital advertising campaign can attract attention at the central “Friedrichstraße” junction or at Europe’s largest interchange station, the “Berlin Hauptbahnhof”. These locations are true transshipment points and handle several hundred thousand people. The long-distance train station “Südkreuz” alone is used by more than 175,000 departing and arriving passengers, visitors and Berliners within 24 hours. For commuters in particular, these transfer stations are the direct link between Berlin’s suburbs and the workplace – every day! With an advertising space allocation on an info screen, you therefore also reach multiple contacts. The target groups to be reached can therefore be a regional, as well as international audience, business travelers and the commuting, upper middle class.
In principle, digital outdoor advertising is flexible and can be used at short notice, which means that updates to your advertising or the advertising motifs are possible. In addition, several cities can be covered at the same time, even in the same format! A nationwide presence of your OOH marketing measure is therefore easy with digital posters, as the campaigns can be easily initiated across cities, i.e. throughout Germany.