Tele Columbus AG

PŸUR with cross-media presence:: High-Speed internet for Potsdam

Tele Columbus AG with the brand PŸUR is one of the leading fiber optic network operators, providing over three million households in Germany with high-speed internet, landline telephony, and digital TV entertainment since 2017. Headquartered in Berlin, with offices in Leipzig, Unterföhring, Hamburg, Ratingen, and Chemnitz, their services include internet speeds up to 1,000 Mbit/s.

Since 2017, we’ve successfully executed advertising campaigns for PŸUR, primarily focusing on regional outdoor advertising, but also cross-media efforts like the spring 2022 campaign.

An overview of our collaboration

The campaign aimed to inform Potsdam residents that they can now receive high-speed internet via their PŸUR cable connection.
During the promotional period, PŸUR advertised a special offer across various advertising mediums.
These included billboards, full pillars, City-Light posters, Addressable TV, Passenger TV, and Online Audio.
The hyperlocal campaign ran for a total of two months.

Out of Home

For the rollout in Potsdam, the fiber optic network operator relied on a mix of Out of Home to maximize attention. Large-format billboards, full pillars, and City-Light posters were used to promote the offer on-site.

More about OUT OF HOME

TV

Throughout the campaign period, PŸUR was present across multiple channels with an Addressable TV spot. To achieve high advertising impact, we used a SwitchIn XXL banner as the ad medium during live programming. The ad, which was also featured in the outdoor advertising sector, was targeted using geographic and demographic data.

More about TV ADVERTISING

Transit advertising

Passengers in Potsdam who used public transportation learned about the rollout through Passenger TV. The 10-second spot was broadcast for two weeks across 89 vehicles in the Potsdam public transport system.

More about OUT OF HOME

Online Audio

An audio spot on Spotify and web radio complemented the campaign. The 20-second spot ran throughout May in the Potsdam area. The demographic targeting was consistent with the other mentioned measures.

More about ONLINE ADVERTISING

Strategy & Concept

The goal of the campaign was to inform the residents of Potsdam that they could now receive high-speed internet via their cable connection with PŸUR. Strategically, we focused on a mix of hyperlocal, attention-grabbing media to effectively communicate this message. Read more

Media planning

In close coordination with PŸUR, we developed a target-audience-focused and cost-efficient media plan. We opted for a cross-media mix to engage as many people from the broad target audience as possible. Where feasible, we applied precise demographic and geographic targeting to enhance the campaign's effectiveness. Read more

Media buying

We negotiated the best possible placements across different media providers to achieve maximum success. By maintaining close communication with the marketers, we were able to adjust placements as needed, always keeping the campaign budget in mind. Read more

Implementation

We managed the coordination and optimization of the cross-media campaign for PYÜR, including the transfer of advertising materials and all communication with the providers. This ensured that the campaign ran smoothly and effectively. Read more

Reporting

PYÜR received regular reports during the campaign and a comprehensive final report to compare the results with the expected outcomes. Read more

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