To achieve the objective of increasing awareness, we analyzed the target group and its media usage behavior in detail and examined which channels are best suited to reach it. The focus channels are YouTube, Facebook, Instagram, TikTok and Twitch. In addition to the social media channels, display banners and video in-stream ads are also played via the (mobile) web and in-app, as the target group generally has an extremely high affinity for online media.
The target group was addressed with different campaign motifs. The awareness campaign with the slogan “Sinalco. Or do you want to carry on as before?” kicked off the new brand positioning. The content of the campaign was that viewers could apply to be Sinalco’s new advertising face by submitting a video, after which the Sinalco jury selected eight winners with whom the new commercial was shot.
Since the younger target group in particular has discovered the advantages of traveling in and with a camper – not least due to the Corona pandemic – Sinalco is implementing another awareness campaign with this development in mind. In the lid code sweepstakes, Sinalco is giving away a camper trip from roadsurfer worth 3,000 euros every week, as well as other prizes every day – always under the motto “Roadtrip”.