Salzburg AG - Image Campaign 2021
Through a "Social First" 360° campaign in the state of Salzburg, built on pure emotion, Salzburg AG together with Bacon & Bold, Wien Nord Serviceplan and MediaPlus was able to position itself as "Top of Mind" in many areas.
Positioning Salzburg AG as Top of Mind Among Salzburg Residents
Salzburg AG is the main energy provider of the state of Salzburg. In addition to conventional electricity, the full service provider also offers alternative energy sources (PV systems) and charging solutions. It is also the market leader in Salzburg for home telecommunications with the internet product "CableLink".
A recent restructuring of the company also led to a change in corporate strategy towards "Green Tech". The goal of this campaign was to place the perception of Salzburg AG as a sustainable Green Tech company in the minds of Salzburg residents.
Production of Diverse Advertising Materials & Platform Mix
The central focus was to position Salzburg AG as a sustainable, forward-thinking company using a "Social First" approach — putting the classic "OOH must be loud" mindset to one side.
A storyline based on various real protagonists was chosen, who told their stories about sustainability on camera — all with the support of Salzburg AG products. A strong emphasis was placed on video content and emotionally charged stories.
Steps taken:
- In-house production with joint venture partner including photo shoot & video shoot
- Creation of diverse advertising material variants (placements)
- Platform mix: Facebook: Feed & Story | Instagram: Feed, Story & Reel Ads
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