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Isabella Höninger, Team Lead Mobile & Account Management at Goldbach Austria
In order to draw attention to the diversity of the Milka bar range, Mondelez Austria launched an interactive summer campaign in the Goldbach network.
The “Match Ad” was used, which is known from common dating portals. Using touch or swipe, users could like or dislike 17 different variants and choose which type of Milka chocolate their heart beats for. The respective favorite varieties were then presented again in the end screen with an additional explanation. The concept was rounded off with participation in voting and a competition.
“With the Match Ad format, we were able to convey our Milka variety variety to users in a playful way and thus successfully supported our campaign goal with a unique creative format,” says Nina MahnikMarketing Manager Mondelez Austria.
“Rich media ads offer numerous options for interactive advertising campaigns on smartphones. Shake, touch, wipe and swipe functions ensure that users engage with the brand emotionally and for a long time, thus generating maximum awareness,” explains Isabella HoeningerTeam Lead Mobile & Account Management at Goldbach Austria, “With this idea, Milka made creative and optimal use of the options and made fun use of the touch/swipe mechanics she had learned over the last few years. The success is also confirmed by the above-average retention time and an interaction rate of almost 24 percent.”
“Goldbach Austria is a reliable partner when it comes to innovation. We are very happy about this project and were able to playfully create relevance and added value for Milka and our customer Mondelez with the touch/swipe approach,” sums up Anna SturmTeam Lead Account Management from the supervising media agency Publicis Media Austria.
2023-09-23 09:35:56
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