KARE Design GmbH

360° Media Campaign for the 40th Anniversary: Eccentric, unconventional, provocative.

KARE Design GmbH is an international company specializing in furniture, lighting, and home accessories, with 120 stores in 50 countries, in addition to e-commerce. Founders Jürgen Reiter and Peter Schönhofen have expanded their brand globally with their distinctive, elaborately staged home ideas and experiential retail, living by the motto “nothing here is normal” since the company’s founding in 1981.

For the 40th anniversary of KARE in September 2021, we executed a comprehensive 360° campaign, utilizing radio, online audio, display ads, and both digital and traditional outdoor advertising, along with Addressable TV. The campaign aimed to establish KARE’s brand identity in Munich and increase foot traffic to the KARE Kraftwerk store through push-to-store strategies.

An overview of our collaboration

The cross-media campaign brought KARE’s unique brand identity to life, employing a robust media mix that included radio, online audio, display ads, digital and traditional outdoor advertising, and Addressable TV.
The goal of the 360° campaign was to refresh the brand image within the target audience and encourage in-store visits at the KARE Kraftwerk.
To achieve this, we used geotargeting in the Munich area.
We developed the comprehensive media strategy, taking responsibility for media consulting, planning, and buying. The campaign visuals were created by the agency Branda.Works.

(Digital) Out of Home

KARE Design GmbH had a clear objective with their (Digital) Out of Home campaign: to stand out. Using six different visuals, the furniture company created a buzz at key traffic hubs and on public transport in Munich. Various formats were employed, including large billboards, City Light posters, Mega Light boards, and Scrolling Walls.

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Audio

The audio spot playfully invited listeners in a Bavarian dialect, echoing one of the campaign’s visuals, to visit the KARE Kraftwerk store. The 20-second ad aired across four different local Munich radio stations over the campaign period, each time for about two weeks. Additionally, KARE Design GmbH extended the spot’s reach through streaming services and web radio, utilizing geo-targeting in the Munich area and demographic criteria to effectively target their audience.

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TV

Throughout the entire campaign period, KARE Design GmbH was also represented across multiple channels with Addressable TV. To achieve a strong advertising impact, we used a SwitchIn XXL banner as the ad format within ongoing programming. The six visuals, also used in outdoor advertising, were displayed based on geo-targeting, demographic targeting, and specific time slots.

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Online

To enhance the cross-media integration of the campaign, we also utilized display ads, employing a diverse mix of banners, video ads, and special formats focused on increasing brand awareness and visibility. The video ads were shown both InStream and OutStream and were also featured on YouTube. The targeting criteria included geographic, demographic, and behavioral factors to ensure precise audience reach.

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Media planning

To achieve broad reach and cover the diverse media consumption habits of the target audience, we opted for a comprehensive cross-media mix that included nearly all media types. Efficient budget allocation was the central focus of the media strategy throughout the campaign. Read more

Mediaeinkauf

To ensure the success of the campaign, we negotiated cross-provider placements with marketers to secure the best possible spots across different media. Throughout the process - from purchasing to placement -we focused on maximizing the campaign budget to effectively reach the Munich audience. Read more

Implementation

We coordinated with the creative agency and handled the transfer of advertising materials to the media outlets. The management and continuous adjustments of the campaign were also our responsibility. This allowed us to ensure a smooth and seamless process for KARE Design GmbH. Read more

Reporting

In addition to regular optimization throughout the campaign, KARE Design GmbH received a comprehensive report after the campaign concluded to evaluate its success. Read more

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