CLASSIC CASE
The beginning of our success story.
Prototypical for the work,
which we’ve been constantly improving for 5 years.
CLASSIC CASE
The beginning of our success story.
Prototypical for the work, which we’ve been constantly improving for 5 years.
Challenge
The MINI Countryman is an unconventional car. How do you conquer a mass market segment when the product is made for individualists? Or to put it in a different way: How do we identify, address and activate exactly those who are particularly prone to be enthusiastic about the new MINI Countryman? And all of that with a lower budget than the established competitors.
Because there was no system for this yet, we developed one – from psychological driver analysis and creative guidelines to a new targeting method in digital media. It worked right from the start. Otherwise we wouldn’t exist today.
Guide creative development
CRONBACH offers guidelines that help to create particularly relevant content for the respective psychographic patterns. It’s our aim to guide and sharpen creative ideas.
The common basis given through the guidelines facilitates joint work between all parties involved in the process.
Guide creative development
CRONBACH offers guidelines that help to create particularly relevant content for the respective psychographic patterns. It’s our aim to guide and sharpen creative ideas.
The common basis given through the guidelines facilitates joint work between all parties involved in the process.
Streamline advertising materials
If necessary, measures can be tested individually. Optimization while the campaign is already running is always possible.
Testing allows for creative materials with maximum relevance for different psychographic patterns.
Streamline advertising materials
If necessary, measures can be tested individually. Optimization while the campaign is already running is always possible.
Testing allows for creative materials with maximum relevance for different psychographic patterns.
Optimize targeting
CRONBACH develops algorithms that make psychological patterns addressable in different media, by translating anonymized cookie information to psychographic profiles. Through this the potentially most relevant advertising material can be pushed to media, fully automated and in real time. By now we have even created solutions that allow for a completeley cookie-less targeting.
Optimize targeting
CRONBACH develops algorithms that make psychological patterns addressable in different media, by translating anonymized cookie information to psychographic profiles. Through this the potentially most relevant advertising material can be pushed to media, fully automated and in real time. By now we have even created solutions that allow for a completeley cookie-less targeting.
Result
With our focus on psychographic patterns, we achieved what had previously not been possible in the market: to address the most relevant consumers with the most purchase-relevant stories from concept to display, all from one source.
Compared to targeting alternatives, the psychographic approach ensures significantly better performance values, the most important of which being test drives.
Result
With our focus on psychographic patterns, we achieved what had previously not been possible in the market: to address the most relevant consumers with the most purchase-relevant stories from concept to display, all from one source.
Compared to targeting alternatives, the psychographic approach ensures significantly better performance values, the most important of which being test drives.
For everyone who would like to sit back and immerse themselves further:
Our media partner without whom this would never have been possible, Mediascale, also presented this case in an OMR masterclass in 2019.
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