TUNGSRAM

Rebranding in the dark

Is it possible, to deliver an entire brand launch campaign from a Budapest office to oversea locations without an excessive budget? We think it is.

THE STORY

What was our task?

Support the rebranding by raising brand awareness in the United States amongst automotive DIYers and car enthusiasts.

How did we do it?

Audience discovery

The main focus of the campaign was B2C end-users whom we targeted based on audience and interest topics.We also used contextual targeting that was built on our extensive research. In a B2B effort, we targeted car parts and accessories stores hyperlocally in a 100m radius based on their GPS coordinates.

Videos everywhere

To better deliver an immersive image messaging we used engaging video formats in addition to traditional banners. Pre-roll ads on YouTube and in-banner video ads via programmatic platforms were delivered in a highly targeted way to our audience.

Premium inventory

Quality channels matter the most, that is why we chose to reach our DIYers where they turn to for inspiration and credible know-how. We used PowerNation TV, America’s most watched automotive how-to program and made a Private Marketplace deal on CarGurus.com ensuring high visibility and share of voice for our brand.

More than 3.000 banner variants

In order to maximize the clickthrough rate and find the optimal creative versions, we used a dynamic banner generator tool and created a vast number of banner-variants in an automated and cost-effective way that were thus rotated in the campaign.

Not only online!

Targeted DOOH - Big screens for high impact

Programmatic Digital Out-Of-Home (pDOOH) is OOH powered up with AdTech – geofencing, tracking, retargeting, personalizing, attribution and measurement. We used ClearChannel’s roadside bulletin inventory: In the first phase of the campaign eye-catching billboard ads were placed alongside highways near our prioritised locations: in the city and areas of New York, Philadelphia, Dallas-Fort Worth, Atlanta and Chicago. Then in the second phase we boosted our message nationwide.

How was this campaign special?

Operating in the dark, literally

Our ads for automotive lighting appeared on the billboards only after sunset, creating more relevancy to the products and spicing up the campaign through leveraging time-based placement.

Without boundaries

Our programmatic Out-of-Home technology makes it easy to deploy and manage DOOH campaigns in real-time in any target country with just a click of a mouse.

Being reactive to COVID-19

Due to the curfews and lockdowns we had to revise the geographic targeting of outdoor advertising continuously. That’s why we suspended New York, Los Angeles, Washington D.C. regions earlier than expected and added more locations to reach as many people as possible.

How did we perform?

Our results

DOOH

1,4 million billboard impressions

with a reach of 37 million passengers

Video

3 million video impressions

in programmatic
and on YouTube

Banner

4,9 million display banner impressions

with a 65%+ viewability rate

Search

67% increase

in brand search volume (YoY)

“In North America, we’re starting from practically zero brand awareness. This campaign has been instrumental as we begin this journey to show the public what Tungsram is all about.”

Richard Bar
National Account Manager – Tungsram Automotive

“This campaign has been a really great example of teamwork between our North American and Hungarian teams. Our digital agency, Mito - working closely with our experienced digital marketing specialist - played an outstanding role in making this campaign very successful, they have provided enormous support to us.”

Erzsébet Imre
Commercial Marketing Leader – Tungsram Lighting

“It was a great challenge to make the brand transition between GE and Tungsram and raise brand awareness in North America where Tungsram is not a well-known brand like it is in Hungary. I am really delighted that we had a chance to use innovative ad forms in this campaign.”

Dániel Lakatos
Senior Digital Marketing Specialist – Tungsram Lighting

Do you have a similar goal to achieve? Want to learn more about our innovative solutions in media planning and buying?

Contact Máté Takács or Krisztián Dobos and book a free consultancy session for your brand!

Máté Takács

Performance Strategist

Krisztián Dobos

programmatic lead

Streetball szabályok

Csapatlétszám: 3 fős csapatok versenyeznek egymással, de a csere lehetőség miatt minden csapatnak min. 1, max. 2 tartalékos megjelölésével kell jelentkeznie.
A játék időtartama:
  • A mérkőzés időtartama 1×15 perc (futó órával) vagy 15 pont. 
  • Amennyiben a 15 perc letelt és az eredmény egyenlő, a mérkőzés a következő kosárig folytatódik. 
  • A csapatoknak egy-egy időkérési lehetősége van (30 mp), ezen idő alatt az óra áll.
Labdabirtoklás, pontszerzés:
  • Minden kosár egy pontot ér, kivéve a hárompontos vonal mögül dobott kosarat, ami két pontot. 
  • Minden dobott kosár után automatikus váltás van. 
  • Kapott kosár után az ellenféllel kezeltetni kell és a kétpontos vonalon kívülre kell vinni a labdát. 
  • A mérkőzés kezdetekor sorsolás útján lesz labdabirtoklás. 
  • Feldobásnál a csapatok felváltva kapják meg a labdát. 
  • Hosszabbítás kezdetekor a labdabirtoklás joga azt a csapatot illeti, amelyik a mérkőzés kezdetekor a sorsolást elvesztette. 

Röplabda szabályok

Csapatlétszám: 6 fő max. 2 cserejátékossal
A játék időtartama:
  • A mérkőzés egy csapat által nyert egy játszmáig tart. 
  • A játszmát az a csapat nyeri, amelyik előbb ér el 25 pontot legalább 2 pont előnnyel. 24-24-es egyenlőség esetén a játszma addig folytatódik, amíg valamelyik csapat el nem éri a két pont különbséget. 
  • Mérkőzésidő max. 20 perc, ha ezen belül a fentiek alapján nem dől el a meccs, a 20 perc mérkőzésidő leteltével előnyben levő csapat nyeri a mérkőzést.
A csapat létszáma a pályán nem csökkenhet 6 fő alá. Azt a csapatot, amelyik nem tud az összetételi előírásnak megfelelő 6 főt a pályára állítani, a játékvezető “hiányos”-nak nyilvánítja.

Labdarúgás szabályok

Csapatlétszám: 5+1 fő.

Játékidő: 2×10 perc (szünet nélkül térfélcserével)

A mérkőzéseket 3×2 méteres kapukra játsszuk.

  • A mérkőzéseket a kispályás labdarúgás szabályai szerint bonyolítjuk le.
  • A mérkőzéseken csak hernyótalpas, terem- vagy edzőcipőben lehet szerepelni, fém, vagy gumi stoplis cipő használata szigorúan tilos! 
  • Ha bármelyik csapat létszáma a kiállítások, sérülések következtében 3+1 fő alá csökken, a mérkőzést be kell szüntetni. 

Introducing Nokia to website performance measurement through page speed measurement

Business background

Page speed has become an important factor for website owners and SEOs since Google began focusing more and more on user experience factors. If companies don’t adapt to this new mindset, they will lose their organic power.

Nokia has experienced an extensive page load time on most of its pages, but lacked proper measurable information about the performance of the website. It is challenging to adapt site-wise technical modifications without understanding what is really behind the curtain.

Our solution

Mito introduced a multifactor, multi locational-targeting page speed measurement and reporting system across different devices.

Our focus was to develop a measurement system from scratch that is able to report on different page speed KPIs so we can better understand what additional analyses are needed to increase the pages’ performance. We did not only focus on a page level measurement, but also grouped pages to page types that assists us in making more educated assumptions.

We paid attention to location modularity in order to extend the number of analysed locations to additional countries by adding new Virtual Machines to our framework.

We are able to measure different KPIs on both mobile and desktop so we can see how the site performance is realized across devices.

Our measurement system and dashboard provided us insights on what type of elements of the different page types might cause low speed performance and it helped us to further analyse the loading curve, just as the opportunities in Google PageSpeed Insights recommendations for the different page types.

Results

We set up the measurement system and the dashboard that reports on website performance and opportunities.

Through properly tracking the page speed improvements, Nokia becomes a more powerful organic participant in the telco market in Google search, while they provide a better user experience for their visitors.

End to end measurement solution for Nokia

Nokia is an innovative global leader in 5G, networks and phones.

An international business of this size requires a comprehensive measurement strategy including responsible data collection, consistent management of tags and measurement codes, personalized website tracking and purposeful conversion rate optimization (CRO).

We kicked off Analytics projects from January, 2020, beginning with extensive Google Tag Manager and Google Analytics audits. Besides inspecting the different system settings, we also optimized the measurement and pixel implementation processes within Nokia in order to increase efficiency and reduce implementation periods.

After the key adjustments and process harmonization, we have moved forward and started to work on the website and landing pages’ efficiency, including several conversion rate optimization tasks such as heatmap analysis and A/B testing.

Results

Nokia is receiving continuous support from our analytics team to ensure the client’s measurement and data is reliable. Due to streamlined processes, implementation periods are shorter and we eliminated unnecessary website tracking codes which cause longer loading times.

Nokia Allwhere - Private Wireless - Global digital media campaign planning & execution

Building brand awareness and creating demand for Nokia Private Industrial Wireless in new vertical markets

Nokia launched a digital campaign to educate the market that their industrial-focused LTE solutions are the key in accelerating the ultimate benefits of digital transformation and realization of the fourth industrial revolution.

The goal: to build brand awareness and create demand for Nokia private Industrial Wireless solutions in new vertical markets, especially infrastructure or asset-heavy industries where digitization has been mostly restricted to point solutions without general network connectivity.

Our approach

We’ve developed a multi-touch global digital media campaign, which covered the entire user journey of business leaders, from education to making a business decision.

Our main goal was to make Nokia visible on a large scale through automated solutions and smart targeting to reach people when they are reading, talking, learning about or searching for private wireless networks.

To archive this, we’ve utilized the combination of digital media platforms, including industry specific content sponsorships, social media ads, paid search, programmatic hyperlocal and Digital out-of-home ads in front of target company HQs. We’ve made sure that when our key audience is browsing the web, using social media on their phones or just walking outside of their offices, they see a relevant Nokia ad.

Results

The campaign has reached over 80 000 business decision makers and influencers in 3500 target companies, across 5 industry verticals globally.

Private wireless solution specific brand search volume increased by 70% during the campaign period (YoY). In Q2 and Q3 2020, Nokia Enterprise had a double digit year-on-year growth in net sales and new customers.

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Emese Bódi

Mesi is searching for minds and souls, loves a good CV and to chat with new people. Go ahead and find out!

Apply now!

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Emese Bódi

Mesi is searching for minds and souls, loves a good CV and to chat with new people. Go ahead and find out!

Apply now!

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Emese Bódi

Mesi is searching for minds and souls, loves a good CV and to chat with new people. Go ahead and find out!

Apply now!

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