BRANDING ON GOOGLE by Maxus for Boxer Tv Access

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BRANDING ON GOOGLE

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Industry TV Channels/Radio Stations and Programmes, Сable/Satellite television
Media Promo & PR, Case study
Market Denmark
Agency Maxus
Released February 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: BOXER TV
Product/Service: DIGITAL TV PROVIDER
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: MAXUS , Copenhagen, DENMARK
Entry URL: http://www.boxertv.dk
Trading Director: Kirstine Greve Koch (Maxus)
Research & Strategic Director: Jesper Fuglsang (Maxus)
Managing Director: Niels Viby (Maxus)
Interactive Planner: Janice Bang Elkær (Maxus)
Marketing Director: Søren Bruun (Boxer TV)
Partner: Jeppe Bo Ebstrup (Sunrise)
Marketing Trainee: Julie Bülow-Nielsen (Maxus)
Print Planner: Britt Jensen (Maxus)
Media placement: Online - Google - March 2009

Results and Effectiveness
Boxer achieved no less than 225m impressions on Google in the campaign period from January 2009 to November 2009. This is a clear proof of the massive confusion that existed among the Danish population. This also shows that the strategy to focus on the most searched words was right. The Boxer search campaign helped the Danish population to figure out what to do in correlation with the digital shift. As a new supplier on the Danish market, Boxer went from no awareness to impressive 91% up until the 31st of October at analogue switch off.

Creative Execution
By taking ownership of all important words – common as well as rare words - and by being listed on top in Google search results with all relevant words Boxer should be viewed not only as the new TV provider in the Danish market, but also as the provider of simple and correct information on what people should do in order to convert to the new digital TV. The campaign word and text links were differentiated to match the situation in the various geographical areas, as the Boxer signal was switched on across Denmark in 3 phases parallel with the analogue switch-off. The Boxer communication was, as opposed to their competitors, very factual and they stayed within the marketing regulations in Denmark, even though it limited their possibilities to show that their prices were actually the best offer in the market. This reinforced the credibility towards the Boxer brand.

Insights, Strategy & the Idea
Boxer entered the Danish market for subscription TV as a new supplier, which caused an increase in the competitive situation and reinforcement in marketing among the suppliers. As a result of the political decision of shifting from analogue to digital TV, the marketing noise reinforced the unwillingness and distrust towards suppliers of subscription TV in the target group. Furthermore, a broad confusion existed about the concept of subscription TV due to high technical complexity, which caused an increase in the search on Google. The strategy was to make a geographically targeted search campaign to secure as accurate information as possible for the various regions simultaneously with the analogue switch-off. Furthermore the strategy was to brand Boxer as an informant by contributing factual and simple information to the target group. The main idea was to brand Boxer as the provider of reliable, simple and accurate information about the digital shift.