Promoting youth offers
Raiffeisen strategically repositioned its "YoungMemberPlus" program to resonate with its target demographic of 18-26 year-olds by aligning media placement with their consumption preferences. The campaign specifically leveraged video, audio, and gaming platforms favored by this age group.
Solutions
The advertising messages emphasized the most relevant selling points for this target audience: attractive prices and access to special offers.
A multi-channel approach:
Always on:
- Programmatic video: inread & preroll
- Display: IAB & impactful formats
- Youtube
Push:
- Zattoo: welcome ads
- Audio: Spotify & Webradio
- Twitch premium: preroll video
Impact:
- DOOH: metro, train, street, bus, post offices
results
The diversification of media channels created a strong media presence among young audiences, while varied messaging maintained high engagement levels throughout the campaign. Twitch emerged as the most efficient video channel, delivering exceptional performance metrics with a cost per completed view (CPCV) of only CHF 0.01 and an impressive completion rate of 84%.
videos viewed at 100%
audio spots listened at 100%
