Questions to Christian Angerer
Can you give us an example here?
Take billiger.de, for example. This is a large price comparison portal on the Internet at which products may also be bought at the click of a mouse. A really good idea. Nevertheless, a lot of people didn’t know about it. Why? Because it wasn’t communicated clearly. We first searched for the origin of the brand and established that consumers are overwhelmed by the wealth of products on offer. Every one is advertising with the supposedly cheapest offer. Urs Keller, the founder of the brand “billiger.de“, created an Internet portal enabling all offers to be compared.
That was the origin. So we created a high-quality Dialog Branding testimonial campaign. The screen shows two large pictures, the product on the left and an endorser on the right. The endorser is asked if she knows where she can get this television, for example, at the cheapest price and if she wishes to know where the cheapest can be got.
The answer is: at billiger.de. The entire spot was communicated via the billiger.de domain. A complex 3-D animation showed a rotation of hundreds of high-quality products to demonstrate the diversity of the portal.
Finally, the endorser is shown again and asked if she knows what this good service costs. The answer is - not a cent.
Our high-impact message became the new tagline. ” billiger.de - Deutschlands großer Preisvergleich” (billiger.de, Germany’s great price comparison engine). Numerous spots were produced with different products and endorsers to reach as large a target group as possible.
The billiger.de domain is in the picture throughout the entire spot.
In the first 14 days the campaign increased the hits on the portal by 130%. Within four months by an average 90%, from 18 million to 34 million page views
