CAPTURING THE NATIONAL MARKET by Maxus for Boxer Tv Access

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CAPTURING THE NATIONAL MARKET

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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 Integrated Media
Advertiser: BOXER TV
Product/Service: DIGITAL TV PROVIDER
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: MAXUS , Copenhagen, DENMARK
Business Development Director: Maria Henriksen (Maxus)
Research Director: Jesper Fuglsang (Maxus)
Managing Director: Niels Viby (Maxus)
Interactive Planner: Janice Bang Elkjær (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: Local TV - Local TV2 - March 2009
Media placement: Local Print - Local Weeklies Print (+90 Titles) - March 2009
Media placement: Online - Google, TV2.dk, DBA.dk, JP.dk, KristligDagblad.dk, Idenyt.dk, - March 2009
Media placement: Outdoor - Buses, Adshels With Clear Chanel - March 2009
Media placement: Event - Local City Hall Square/shopping Mall - March 2009

Results and Effectiveness
Boxer carried out monthly KPI measurements to track performance throughout the signal launches, why performance in all three signal launch stages could be measured, evaluated – and if needed to adjust the communication approach. Even with substantially lower level of SOV than competitors, Boxer aided awareness grew from impressive 63% after just 3 months to 81% when they had launched all three phases! Besides that, Boxer was now the preferred TV-signal supplier in the market among consumers who were willing to change to pay-TV or change supplier. Indeed outstanding performance for a market challenger with lower investment volumes than competitors.

Creative Execution
With a three-phase signal launch in three major parts in Denmark, geographical considerations were essential. With micro-segmentation in hand, each municipality was carefully mapped out as high, medium or low potential in the target audience and media planning was made for each segment and potential according to signal launch timing. A combination of local TV, local weekly papers, local outdoor – segmented down to individual bus route and geo-segmented online the campaign was first launched in March with the first signal opening. It was crucial to have mass visibility everywhere Boxer could reach the target audience as well established competitors dominated the national media channels. The strategy of being visible locally and in the “near” environment also supported Boxer’s communication strategy of being the transparent and trustworthy TV supplier. The launches were optimised for each phase to ensure that media channel mix was adjusted according to target audience and KPIs.

Insights, Strategy & the Idea
Boxer was a new entrant in a very competitive and established market for TV suppliers in Denmark. Despite a market with low involvement and high-supplier scepticism expectations and objectives were set high. It was crucial to capitalise on the once in a lifetime opportunity with analogue switch-off in Denmark in November 2009. Boxer’s three-phased signal distribution limited the use of traditional national launch and high-reach building media. As Boxer was entering into the market as a challenger brand all communication in this three-stage launch would be the foundation which shaped the perception of Boxer in the market. Therefore extensive micro-segmentation on geographical areas was carried out to map out the target audience’s media behaviour on a local level. The media strategy was to capture the national market with a local market approach.