Planetactive: : Full Service Digital Marketing with maximum ROI

XPAePaper
XPA 17
Planetactive combines modern marketing strategies with strong ideas, creative communication
and advanced technology. We’ve been tapping the world of digital marketing for companies since

experience planetactive 
Read more than 100 1997 – from campaign development to media management, search, email marketing and even
articles online, rummage creating transaction focused websites as well as 360° marketing.
around in the archive or
download complete Our focus is on developing complex digital marketing concepts which map out the complete an Ogilvy Company
editions at: customer journey and enable a maximum ROI. Under the name of “Brand Performance Marketing”,
Planetactive offers a unique, highly integrated strategy with which quantitative goals as well as
www.e-xpa.com qualitative success factors of brand communication can be achieved with unprecedented
efficiency.

With innovative technology, Planetactive enables a transparency and efficiency in digital marketing
that was previously unheard of. Our success is founded on the team of digital marketing specialists
that has grown to over 100 over the past twelve years. It is also due to TEMcontrol, the data
management system developed by Planetactive which today is used around the globe by our parent
company Neo@Ogilvy. We are constantly measuring and analyzing every parameter for success in
near real-time and use the insights gained to continue optimizing the measures in play and surpass
benchmarks wherever possible.

Planetactive is a subsidiary of Neo@Ogilvy, the worldwide digital and direct media network from
Ogilvy, with offices in Düsseldorf, Zürich and Vienna. Neo@Ogilvy Düsseldorf, in effect the media
arm of Planetactive, was one of the first branches of the global Ogilvy Networks. This is also where
Neo@Ogilvy’s global Center of Excellence Adserving & Analytics is based.

Sample references:
AXA Winterthur, British Airways, Conrad Electronic, Cisco, ebookers, Hannoversche Direkt, IBM,
Intel, Kodak, L’Oréal/Biotherm, Lenovo, LG Electronics, Manor, Migros, Pfizer, South African
Tourism, Travelhouse etc.

Imprint:
Chief editor of this edition: Dirk Schmidt
CEOs: Stefan Längin, Martin Sinning, Simone Alberts, Olav von Allwörden, Matthias Kurwig

Planetactive GmbH

Brand
Plange Mühle 1
40221 Düsseldorf

Planetactive GmbH Planetactive GmbH Planetactive GmbH Performance

Marketing
Düsseldorf Zurich Office Vienna Office
www.planetactive.com www.planetactive.com www.planetactive.com
Plange Mühle 1 Bergstrasse 50 Bachofengasse 8
40221 Düsseldorf 8032 Zurich 1190 Vienna
Germany Switzerland Austria
experience planetactive

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fax +49.211.5404-181 fax +41.44.455 83-00 fax +43.1.90100-1231 for Brand & Business
xpa@planetactive.com info.ch@planetactive.com info.at@planetactive.com

> trailblazing international smb campaign for cisco

> The new challenge: blended search
 xpa 17
XPA
EDITORIAL

T
he time when digital marketing mainly
revolved around achieving transaction
or sales related goals is long over. In
the past few years, we have seen the
number of branding campaigns on the
internet steadily rise. It comes as no surprise then
that the internet is often the key medium for
reaching relevant target groups.
For advertisers, branding with digital media up to
this point has meant forgoing the transparency and
efficiency they are used to from transaction-
oriented marketing. In the past, they have had to
determine in the briefing phase whether their
In this edition of XPA, we will introduce a mature
strategy entitled brand performance marketing,
which enables the efficient realization of complex
marketing goals. We’ll show you what that looks
like in practice with our case study on an
international campaign for Cisco.
Along with additional case studies – such as the
one about a 360° campaign that led to a listing in
Guinness World Records – we’ll also introduce
other interesting developments from the world of
digital marketing. “Blended search” for example is
a topic which you cannot avoid these days.

UNSER ZIEL? goals were of a qualitative or quantitative nature.

Campaigns were then accordingly implemented
and benchmarks were usually only tracked and
Enjoy the read and I hope this edition provides you
with some useful marketing insights.

IHRE ZIELGRUPPE!
optimized in quantitative cases.

This represented an unsatisfactory situation for

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many advertisers as their marketing goals are often
complex and very individualized. You can’t try to
put every campaign into one of two categories:
“Quality” or “Quantity”. An integrative strategy
and the corresponding set of tools that would allow
the inclusion of qualitative parameters such as
brand impact and recall into the process of
measuring and optimizing had always been lacking.
This kind of strategy would allow fine tuning
between transaction and branding-oriented goals
throughout a campaign.

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Kein Problem mit Adconion.TV – der größten unabhängigen Content
Distribution- und Monetarisierungs-Plattform für Bewegtbild-Werbung!

www.adconion.com

Stefan Längin, Managing Director

slaengin@planetactive.com

3
 the internet media company

Die TOMORROW FOCUS AG hat sich in den vergangenen Jahren zu einem der größten Internet-Medienunternehmen
Deutschlands entwickelt. Neben dem Portalgeschäft mit bekannten Internetmarken und einer der reichweitenstärksten
Vermarktungsorganisationen entstanden stark expandierende Geschäftsfelder in den Segmenten E-Commerce,
Mobile und Technologie. Um den Unternehmenserfolg langfristig zu sichern, investieren wir weiter, in unsere bisherigen
Produkte und in neue Portale, Performance-Marketing und Internationalisierung.

TOMORROW FOCUS setzt auf Erfolg durch Vielfalt: Wir können auch Ihr Unternehmen mit einem breiten Dienstleistungs-
spektrum in allen Stufen der digitalen Wertschöpfungskette unterstützen. Über 500 Mitarbeiter freuen sich darauf, mit
Ihnen in Kontakt zu treten. Überzeugen Sie sich selbst: www.tfag.de

HolidayCheck ElitePartner PLAYBOY TOMORROW FOCUS Adjug FOCUS Online Finanzen100 jameda nachrichten.de TOMORROW FOCUS Cellular
Einfach perfekte Reisen Die Partnervermitt- Alles, was Männern Sales Der Internationale Das große Newsportal mit 100% Finanz- und Ärzte suchen, finden Das automatisierte Technologies Full-Service-Anbieter
finden, buchen und lung für Akademiker & Spaß macht Der Premium-Online- Online-Werbemarktplatz 4 Millionen monatlichen Börsennachrichten und bewerten Nachrichtenportal für Maßgeschneiderte für mobile Lösungen
Erfahrungen teilen Singles mit Niveau vermarkter mit 17,1 Mio Nutzern Deutschland Internet-Dienstleistungen und Dienste
Reichweite

18

22

26
20
06

www.e-xpa.com
Time to act

29 Viewpoint

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World record!
INhalt

Amazing (in)sights

DVAG goes Web 2.0

Spotlight marketers
Planetactive news
Vacations, reports and ROI

or download complete editions at:

Leads, branding and insights
Better results for brand & business

360° city marketing in Krefeld

Brand Performance Marketing

14 The new challenge: blended search

28 New Study: Digital Marketing Compass 07

Planetactive/Neo@Ogilvy in Düsseldorf‘s Harbor

Social Media for Deutsche Vermögensberatung AG

Read more than 100 articles online, rummage around in the archive
10 Trailblazing international SMB campaign for Cisco

16 E-mail marketing and online advertising for ebookers.ch

Wolfgang Lange from Biotherm on luxury brands and digital marketing

XPA 17
XPA 17 ::: planetactive ::: Better results for brand & business
Better results for brand & business
Brand Performance
Marketing
Digital marketing is primarily characterized in that
its success is relatively easy to measure and translate
into numbers. It also offers numerous possibilities
for optimizing measures on short notice to improve
the efficiency of display campaigns as well as
search engine and e-mail marketing. Tracking and
optimizing individual – usually transaction-
oriented – measures generally does not suffice for
Whether trans- achieving a maximal return on the marketing
action or brand-
investment in digital media. In this sense,
oriented marke-
ting – BPM provides “performance media”, the measurement and
extraordinary optimization of media use throughout a campaign,
efficiency with is a good first step towards increasing marketing
tracking and opti- efficiency. However, much more is needed to
mization throug- sustainably improve ROI.
hout the entire
customer journey.
6 7
With “brand performance marketing” (BPM),
Planetactive/Neo@Ogilvy is now completing a path
that it started down ten years ago with the
measurement and optimization of the first online
campaigns. Brand performance marketing is an
intelligent, results-oriented strategy that is based
on the experiences of over a decade of successful
marketing.
“Brand performance marketing is our answer to
the two central challenges facing digital marketing
today,” explains Stefan Längin, Managing Director
at Planetactive/Neo@Ogilvy. “On the one hand,
today’s marketing isn’t as focused on transaction
and sales-oriented concepts as it used to be. Brand
advertising on the internet is becoming increasingly
important and customers are looking for the
transparency and efficiency they are accustomed to
from transaction-oriented marketing in their
branding campaigns as well. With BPM, we include
such qualitative success factors as brand impact or
recall in the measuring and optimization process.
On the other hand, we go beyond most performance
strategies with brand performance marketing.
We track every measure along the customer
journey and optimize media use as well as
creative aspects. This allows us to
considerably improve the marketing
ROI.“
Spotlight on brand
advertising
WIn the early years of online
marketing, campaigns focused
completely on quantitative goals
such as achieving clicks, registrations
and sales. In the meantime,
qualitative goals are playing an
increasingly important role and
European marketing executives are
investing almost exactly as much in
online branding campaigns now as they
are in transaction/performance campaigns.
This was demonstrated in the Digital
Marketing Compass 06, a 14 country study by
Neo@Ogilvy Düsseldorf about online media in
Europe. For 2009, European marketers have
planned to spend 38 percent of their online budget
on branding campaigns and 41 percent on
transaction campaigns. Branding campaigns on
the web have therefore established themselves
across Europe and traditional media continues to
face increasing competition from the internet –
especially when it comes to establishing brands.
Planetactive showed how efficient online branding
can be as early as 2003 with the “ON Study”. With
TEMimpact, the agency finally developed a concept
with which qualitative success factors could be
measured through online panels and other
methods. The results were then used to continually
optimize design and media use throughout
branding campaigns. It is basically the same as
transaction-oriented campaigns although
optimizing branding campaigns has its own set of
rules.
The integrative approach with brand performance
marketing naturally plays a large role then when
advertisers are pursuing quantitative and qualitative
goals. This is increasingly the case with large,
often international campaigns (see the “Cisco”
article in this edition). Planetactive/Neo@Ogilvy
matches the qualitative results with the quantitative
data from the ad server and condenses the results
into meaningful reports. Customers therefore have
complete transparency and can individually tailor
their campaign between branding and transaction
goals. This enables advertisers to optimize their
measures towards brand recognition in one country
and more towards generating leads in another
where the brand is already firmly established.
Complex marketing goals
“The marketing goals for many advertisers are
complex and very individual. You can’t try to put
every campaign into one of two categories:
“Quality” or “Quantity”. As an agency, we have the
task of providing customers with advice appropriate
to their situation and the tools for efficiently
achieving these complex marketing goals,” explains
Stefan Längin.
The second central characteristic of brand
performance marketing is the consistent increase
in efficiency along the customer journey by tracking
every measure while at the same time optimizing
media use and creative aspects. That requires close
teamwork between the Creation and Media heads
which is rarely possible if different agencies are
handling media and design.
When it comes to tracking and optimization,
Planetactive/Neo@Ogilvy belongs to the pioneers
in the German speaking region. In 1998,
Planetactive/Neo@Ogilvy became the first agency
in Europe to develop its own ad server, which was
xpa 17
then used to track and optimize the campaign for
Amazon’s launch into the German market. In a
1999 campaign for Lufthansa, the landing page
linked to the banner ads was also included in the
measuring and optimization process. Text and
design was constantly changed on the landing page
in an attempt to increase the conversion rate – user
clicks on the booking page. The result was
impressive: Within half a year, the method was able
to increase the return on media spending by 735
percent. The next step: In 2001, Planetactive/Neo@
Ogilvy integrated ad server, landing page and
e-mails in a campaign for the Swiss company
Bluewin AG. This made tracking along almost the
entire customer journey possible.
Tracking along Customer
Journeys
The analyses of numerous campaigns consistently
show that campaign tracking alone is only a
milestone on the way to achieving maximum ROI.
The value of the individual measures really only
becomes visible once the entire customer journey is
viewed. For example, sometimes website A’s banner
generates more clicks than the one on website B.
Media planners that have click rate evaluations
available are tempted to concentrate a great
percentage of the budget on website A, since success
is more visible there. What they don’t know is what
users did after they clicked on the ad – did they just
look at the landing page or did they actually make
an order or register (conversion).
By tracking the landing page, it suddenly becomes
clear that the conversion rate of users on website B
is much higher. It therefore makes more sense to
increase media usage on website B in spite of the
lower number of clicks.
Today it is possible to measure every reaction of
each individual customer journey – from banner to
landing page/website right up to newsletters. This
means that purchases or bookings through a
newsletter can be attributed to the advertisement
on the website that the user used to register for the
newsletter even months later.
XPA 17 ::: planetactive ::: Better results for brand & Business
Optimizing potentials in campaigns are seen not
just at the beginning of the customer journey, but
also in the websites and e-commerce applications.
The high transparency that becomes possible with
BPM and the use of web analytics tools relentlessly
uncovers weaknesses in content and user guidance.
Optimizing websites is no longer merely about
quantitative goals such as streamlining the
purchase process. Qualitative aspects, such user
interaction with the brand, also become visible.
The keyword here is “engagement mapping”. This
means that touch points are defined and assigned a
specific value that reflects the intensity of the
brand experience. Watching a video for example
has a higher value than viewing an info page. This
allows us to evaluate users’ interaction with the
brand and forms the basis for an optimization
strategy which can be used across the entire
campaign.
Objective: Maximum ROI
It gets even more interesting when determining the
actual ROI. To do this, the eCommerce application
or booking engine is included in the tracking and
the customer provides the profit margin for
completed transactions to the agency. These are
then used for the ROI reporting. This allows us to
determine which customers produce the most
revenue/profit and we can adjust advertising
measures accordingly. This plays a role not only in
optimizing display campaigns, but also in
managing search engine marketing. Once the
EUnique profit margin has been established, we can see
technology: what value individual keywords have and make a
TEMcontrol, the decision on which ones to bid for.
data management
system developed
by Planetactive,
enables detailed
analyses.
8 9
However, more is tracked than just direct reactions
with brand performance marketing. With post
impression tracking, it is possible to determine
users that have seen a banner and then visit the
website manually days later. These also influence
the success analysis.
Unique technology
The concepts and technology for tracking along the
customer journey have been continuously perfected
at Planetactive/Neo@Ogilvy over eleven years.
Numerous case studies verify the success of the
strategy. Our own campaign and data management
system, TEMcontrol, is constantly being refined.
The unique system is used around the world by
Neo@Ogilvy while customers such as Cisco, SAP,
British Airways and Lenovo benefit from the high
marketing transparency that is now possible. The
result of Planetactive/Neo@Ogilvy’s pioneer work:
the Global Competence Center “Adserving &
Analytics” from Neo@Ogilvy based in Düsseldorf.
TEMcontrol is the technological backbone of brand
performance marketing. The system can compile
and automatically process the data from every
platform that users come in contact with on their
customer journey. It also enables comprehensive
engagement mapping. Typical data sources such as
ad server log files, data from search engines, web
analytics applications or e-mail responses are
processed by TEMcontrol. Even data from
customers, such as transaction logs, registrations
and purchases via shopping applications can be
integrated. Most analyzing processes are quick and
largely automated.
The advisors and media planners at Planetactive/
Neo@Ogilvy have direct access to numerous
reporting tools. They can access flash dashboards
over the web to view all of the most important key
performance indicators. The data can be converted
into excel spreadsheets for marketing controlling
as well as other formats. You can even integrate the
data into campaign review PowerPoint presentations
with a simple click.
Mature corporate culture
The measurability and efficiency of marketing are
central topics today. This often leads some to
overlook the fact that a lack of engaging advisors,
excellent ideas and creative design makes any kind
of resounding marketing success impossible.
Digital marketing is all about solid teamwork and
Planetactive/Neo@Ogilvy has had a unique
corporate culture – very different from the usual
division of labor seen in just about any other
traditional agency – from the start.
Everyone feels responsible for the success of the
advertising measures and this is evident on a daily
basis. Creative professionals become analysts,
media planners become creative professionals and
advisors get involved in the creative development of
campaigns. We are also able to avoid conflicts
thanks to one simple fact: Digital marketing
doesn’t have any gray areas where vanity and
arrogance can thrive. A solid foundation of factual
data is the basis for every discussion.
The high transparency that characterizes brand
performance marketing is reflected in the processes
and structures at Planetactive/Neo@Ogilvy – right
up to the large, open offices. For Stefan Längin,
who has been aboard since 2000 and heads up the
agency since 2008, the value of the agency’s
corporate culture can hardly be overstated. The way
he sees it, this culture has grown organically over
the last 12 years and represents the soil for
continuous innovation and advancement. It
represents the central requirement for the success
of BPM projects, where numerous employees from
various disciplines come to the table at every phase
to find a way to maximize the customer’s result.
Brand performance marketing is more than just a
successful marketing strategy – BPM is also a type
of agency philosophy.
xpa 17
Planetactive:
Online marketing pioneer
since 1997
Brand performance marketing is the preliminary conclusion of a development
that began back in 1997. Since its launch, Planetactive has made a name for
itself in measuring and optimizing the effectiveness of online marketing and
started collecting experience in the area of online branding at an early stage.
A few milestones:
1998
Planetactive is the first agency in Europe
to develop its own ad server.
2000
Planetactive networks ad servers, landing
pages and e-mails for the first time in one
campaign.
2001
Successful brand introduction using only
online advertising. Planetactive launches
Opodo.
2002
Planetactive develops TEMimpact, a trac-
king solution that matches quantitative
data from the ad server with the qualitati-
ve results of the research. First customer:
AOL.
2003
“ON study”: Planetactive develops and
advertises a fictional brand and tracks
qualitative success factors – showing how
efficient online branding can function.
2007
International campaign for introducing
the Mercedes R class. TEMimpact used to
continuously measure success and opti-
mize campaign.
2008
TTEMcontrol, the Planetactive data
management system, becomes
international standard at Neo@Ogilvy.
2009
Definition of brand performance marke-
ting. 5 country campaign for Cisco with
tracking and optimization throughout
the entire customer journey in regards to
both quantitative and qualitative success
factors.
XPA 17 ::: planetactive ::: Trailblazing international SMB campaign for Cisco
Trailblazing international SMB campaign for Cisco
Leads, branding
and Insights
It’s no coincidence that the Planetactive/Neo@
Ogilvy reference list reads like a who’s who of top
international businesses including British Airways,
Lenovo, American Express, SAP, Kodak and Cisco.
For the most part, these global players have wide-
ranging experience in digital marketing and
many recognized the possibilities and
advantages presented by brand
performance marketing at an
early stage. High levels of
marketing efficiency
are provided by
c l o s e
collaboration
bet ween
Media
a n d
10
Creation, Tracking and Optimization throughout
the entire customer journey, a powerful global data
management system and, last but not least, the
ability to optimize campaigns when it comes to
branding and transaction goals.
The international lead generation campaign for
small business products from Cisco highlights
how brand performance marketing offers new
insights that lead to a progressive optimization of
every measure and delivers the basis for later
campaign roll-outs in other countries. With
military precision, Planetactive/Neo@Ogilvy
Düsseldorf planned and developed the campaign,
then made the initial launch in the UK and Canada.
Nothing was left to chance in the process.
Pilot campaigns in the UK
and Canada
Cisco is aiming to tap the lucrative market of small
and medium-sized businesses (SMB) with a number
of innovative products, such as the Cisco Spam &
Virus Blocker. March 2009 marked the start of the
online campaign for the Spam & Virus Blocker,
which was to be marketed in the UK/Ireland,
Canada, USA, Australia/New Zealand and Germany.
The primary objective of the campaign was to
generate qualified leads. Of course, developing
brand recognition was also a major focus, as
Cisco was generally known for its networking
solutions for large corporations up to that
point and was relatively new to the SMB
market. The first campaigns in the UK
and Canada have pilot characteristics on
two levels. First of all, they deliver data
which can be used for the launches in the
other countries, and secondly, it provides
insights on marketing Cisco products to
SMB customers. In other words, a complex
task. But a complex task tailor-made for
the strategy of brand performance
marketing – an approach which
indentifies and analyzes quantitative
as well as qualitative parameters for
success.
xpa 17
The four campaign concepts
1. „Color“ Concept advertising and Landing page
Four creative concepts
launched 2. „Statements“ concept advertising and Landing page
The pilot function of the campaigns in the UK and
Canada was also underlined by the fact that Cisco
launched with different campaign concept. The
creative directors at Planetactive/Neo@Ogilvy
Düsseldorf developed four complete concepts,
with each having their own advertising material,
landing pages and newsletters. The “Statements”,
“Color”, “Editorial” and “Monster” concepts were
pitted against one another in testing – analyzed for
their branding and transaction effects, and then
optimized accordingly. For the “Monster” idea,
Creative Director Tim Schädla developed a hairy,
attention-grabbing Spam Monster that was later
developed into a 3D model. “We wanted to
personify the abstract frustration that comes from
virus attacks and spam. We could then use this
3. „Monster“ Concept Advertising and Landing page
character as a key visual throughout our advertising
measures and later even in other forms – such as a
plush give-away,” explains Tim Schädla.
On March 30, the six-week long pilot campaigns in
the UK and Ireland were launched. Two weeks later,
the eight-week Canadian pilot was set in motion.
Ads were posted on content networks as well as
news and IT websites. The campaign was
complemented by keyword advertising on Google,
Yahoo and MSN. For the Cisco team at Planetactive/
Neo@Ogilvy Düsseldorf – consultants, media
planers, creative directors and search professionals
– this marked the beginning of the most intensive
phase of the project. TEMcontrol, the agency’s
in-house data management system, constantly
delivered a whole host of data. This data was
evaluated on a daily basis and compiled into reports 4. „Editorial“ concept advertising and Landing page
which were regularly sent to the managers at Cisco.
Weekly teleconferences between Cisco and the
agency provided the opportunity to discuss the
results and determine optimization measures.
These were then promptly implemented by Media
and Creation.
11

Quantitative and qualitative
analysis
Maximal transparency is the name of the game, as
the pilot campaigns are intended to provide the
basis for Cisco’s future SMB marketing approach.
That’s why market research was initiated in the UK
at the beginning of the campaign in cooperation
with Dynamic Logic. This provided initial
information on qualitative success factors such as
brand recognition, advertising recall and
willingness to buy.
Newsletter tracking was also included in the
campaign analysis after a time. Users who
registered for the Cisco newsletter on the landing
page, which was combined with a raffle, received
newsletters over a four-week period with specific
offers from Cisco. Clicks and opening rates were
also recorded for this measure and the results
included in the campaign reports.
Every action undertaken by users was measured and
weighted as part of engagement tracking. “Our
main currency, if you will, were the clicks on the
‘Contact us’ button,” explains Rolf Jüstel, Managing
Director at Planetactive/Neo@Ogilvy Düsseldorf.
“Here, users had the opportunity to initiate contact
with Cisco via e-mail, chat or call center. We
included a corresponding pop-up with a promotion
code which was meant to be given to the operator at
the call center and would inform us about which
campaign concept the user had seen. The site was
optimized to focus on the ‘Contact us’ button with
the aim of generating the maximum amount of
leads at the lowest costs.“
New insights for comparing
countries
The excitement built as the first two weeks of the
UK campaign came to a close, the campaign in
Canada was launched and the first results started
to flood in. Putting the information freshly gleaned
from the first two weeks of the UK campaign to
use, the Canadian campaign launched with only
three creative concepts. The campaign also
benefitted in other ways from the experience gained
from the UK. The campaign was launched with
measures that had already been partially optimized.
For instance, the raffle had a much lower profile, as
evaluations from the UK campaign showed that
B2B managers were more interested in information
than in potential prizes.
But the UK campaign also benefitted from the
results in Canada. One example was the landing
page in Canada – it had a “Buy now” button which
performed even better than the “Contact us”
button. A little background: Cisco employs direct
selling in Canada in contrast to the UK. In an effort
to transfer the strong impact of the “Buy now”
button to the UK, a button reading “Buy now from
any of our trained partners” was placed on the
landing pages during the campaign extension.
The comparison of the creative concepts implemented
delivered valuable knowledge. The “Statement” idea,
for example, performed best in terms of the number
of leads generated both in the UK/Ireland and
Canada campaigns, followed by the “Monster”
concept in the UK and “Color” in Canada. The
evaluation of the qualitative values in the UK showed
however that “Color” delivered the best results in
brand recognition and recall. This knowledge can
be used later to balance the campaign between the
marketing objectives of branding and transactions.
Overall, the qualitative advertisement impact
analyses by Dynamic Logic showed a significant
jump in all central impact areas such as brand
recognition, advertisement recall and willingness to
buy. .
Comprehensive keyword
advertising
This was also indirectly confirmed in evaluating
the search activities. From the launch onwards, the
display ads were supplemented by keyword
advertising and a context-based campaign in the
content network. Up to 1500 keywords were booked.
To reach SMB customers specifically, certain text
ads were used which tended to address the targeted
group of SMB managers rather than private users.
An interesting note: text ads with integrated free
call numbers were clicked on at a significantly
higher rate. Overall, the evaluation showed that as
the campaign advanced, certain keywords such as
“Cisco Spam Blocker” were being increasingly
searched for. This was yet more evidence that the
tactic of increasing brand recognition within SMB
circles and connecting the Cisco brand to specific
products was certainly the right one.
Measurable success in every
area
Planetactive/Neo@Ogilvy took a lot of care in
tracking the landing pages and pushing optimization
with the objective of generating better conversion
rates. The powerful and comprehensive reporting
carried out by TEMcontrol delivered the foundation
for this type of work. The landing pages were
tweaked over and over again to offer users the best
possible site journey. It paid off. The conversion rate
and therefore the number of leads generated
constantly increased in both countries.
xpa 17
All in all, the two pilot campaigns in
the UK/Ireland and Canada were
extremely successful. Real-time
tracking and the constant optimizations
by Media and Creation allowed us to
dramatically enhance the efficiency of
the campaigns. The cost per acquisition,
measured by the use of the “Contact us”
and “Buy now” buttons, decreased by 234
percent during the campaign in the UK/
Ireland and 254 percent in Canada. The
efficiency of keyword advertising also
improved substantially: over the course of
the campaign, the CPL fell significantly.
The insights gained provide the basis
for campaign launches over the
course of the year in the USA,
Australia/New Zealand and
Germany. At the same time,
the insights support Cisco in
continuing to market itself
in the SMB market, a
relatively new business
from the company’s
perspective. The Cisco
campaign clearly shows
that brand performance
marketing makes both
possible: a better return
on investment for
transaction-driven
campaigns and improved brand
performance in the digital world.

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12 13
XPA 17 ::: planetactive ::: The new challenge: blended search
The New challenge: Blended Search
It is almost two and half years
since Google showcased to an
amazed public its new way of
presenting search results called
“Universal Search”. Whether
there were any ulterior motives in
using the search terms “Steve Jobs” and
“Darth Vader” to demonstrate Universal
Search in the official Google Blog,
we don’t know. What we do know
however is that Universal Search caused
quite a stir among SEO professionals.
Universal Search – in the meantime, the
more fitting term “blended search” seems to be
catching on – describes the extension of Google
search results through the integration of other
Google services. These include Google Base,
The enhancement
Google Local and Google News for example. In
of search results
with other multi- some cases, the enhancement of the search results
media results has fundamentally changed the appearance of the
has significantly
search pages. Where previously there was just a
changed the
basic listing of search results, you increasingly find
appearance of
maps or thumbnails of videos or photos.
results pages as
well as the way
users perceive the
pages.
14
time to act
More and more blended
search results
Unlike in the United States for instance, where
blended search has developed very quickly, online
marketing companies in Europe have barely
reacted to the new challenges. Up to now, blended
search has primarily been a topic of conversation
among SEO specialists and was the subject of
much speculation. For example, it is not entirely
clear according to which criteria Google chooses
search terms, the search results for which will
then be enhanced by blended search. What is
certain however is that more and more search
terms lead to blended search results. Google seems
to be gradually adjusting to the new possibilities
and is constantly gaining new experiences and
analyzing them, which then determines the further
development of blended search. Perhaps this is
another reason why online marketers are only
hesitatingly using the new opportunities and
gladly blocking out the risks that blended search
brings with it for traditional SEO strategies.
Rene Meissner, Head of Performance Media at
Planetactive/Neo@Ogilvy feels certain that “it is
slowly becoming high time for companies to act
and take more heed of blended search in their own
SEO strategies”. She adds: “Google recently
announced that, already, 25% of all searches lead
to blended search results. Even if this figure is
likely to be somewhat lower on google.de, this
shows that blended search is growing in
importance.”
losing clicks?
SEO professionals have to get used to the fact that,
in blended search, users’ perception of search
results pages changes, primarily through the
inclusion of maps, photos and videos. This results
in a change of emphasis in the search results, as
images attract more attention than text. Already,
experts estimate that a “number 1 listing” in
Google search results (which, according to
statistical examinations, has been able to achieve
40% of all clicks) could lose up to one-half of its
clicks when video search results are displayed.
In a study that involved 34 participants and analyzed
using eye-tracking how blended search results are
perceived, Google tried to allay fears. Displaying
extra visual information apparently has no
influence on how users scan the search results
pages. According to the study, scanning patterns
already learned would be maintained. However, we
can assume that the perception and clicking
patterns of the users will change once they have
found out that visually enhanced results can take
them where they want to go faster. Visually
enhanced results certainly attract more attention,
as everyone can appreciate.
Now is the time to take
advantage of opportunities
Blended search is not just something that poses
risks but also offers website operators new
opportunities for prominent positioning in Google
search results. However, traditional SEO is not
enough to maintain companies’ hard-won positions
in search listings in the face of competition from
multimedia elements. Instead, Google services will
be required to achieve attention-grabbing positions
with the help of listings or visual elements. What is
certain is that any type of search engine optimization
that does not take videos, news and maps into
account leaves a considerable amount of traffic
potential unused – and this doesn’t just apply to
Google. With all large search engine operators,
companies should get used to the fact that they will
have more and more competitors for the coveted
first positions. Whether it’s in the shape of videos,
podcasts, blogs, maps, photos or news – search
results are becoming increasingly multimedia-
based, which means that now is the right time to
focus SEO strategy on blended search.
xpa 17
Eye-Tracking: Apparently, the display
of extra visual information does not
affect how people scan search results
pages.
Here’s how you can
benefit from blended
search
1.
Be aware that blended search is increasing in
importance. Check the results pages for your search
terms regularly.
2.
Inform yourself on relevant services (News, Maps etc.)
and, WHERE NECESSARY, REGISTER, e.g. with the Google
Business Center, for local searches/maps. Provide
products to Google Product Search or use a Google
Video Sitemap.
3.
Be aware that competition is also tough in the services
area. Optimize the contents of your website and create
multimedia content (e.g. videos of presentations).
4.
Publish all content such as campaign videos, campaign
images, presentations, product descriptions etc. on as
many platforms as possible, e.g. YouTube, Flickr etc.
Make sure pictures are of good quality and have a clear
label/description. Use headlines, tags etc.
5.
Ensure for example that videos appear for certain
searches and that they can be played directly in the
search results. Give your videos watermarks and an
intro and outro with your URL.
6.
Monitor further developments closely. If necessary,
speak to agencies that not only have expertise in the
area of traditional SEO but can also support you in
restyling your website and in the production/
integration of multimedia content.
15
XPA 17 ::: planetactive ::: E-mail
Headline
marketing
des Kapitels
and online advertising for ebookers.ch
Email-Marketing and online advertising for ebookers.ch
vacations, Reports and ROI
The number of trips booked over the internet is
constantly increasing across Europe. In Germany,
BITKOM (Federal Association for Information
Technology, Telecommunications and New Media)
reported that more than 12 million people opted for
online booking during the peak travel period of
summer 2009 alone. In no other area of e-commerce
is the competition as tough as it is in the marketing
and sale of vacations. Only companies that keep a
constant eye on their marketing spending and are
prepared to work ceaselessly on their strategies’
performance can be successful here in the long-
term.
ebookers is one of the leading online travel agencies
in Europe and has been operating in twelve
countries since 1999. In Switzerland, ebookers has
been active as a fully-licensed travel agency since
2000 and has secured a top position in the market
with its attractive prices, wide range of offers, easy-
to-use booking options and high-quality service.
Planetactive Zurich has been taking care of ebookers
display advertising and e-mail marketing activities
since the beginning of 2007. All strategies employed
are tracked in detail up to the booking stage and,
based on the margins communicated by ebookers.
ch, Planetactive compiles regular ROI reports that
show what kind of return on investment the
strategies are producing. These reports,
which also show the results of post-
tracking, allow ebookers to align
its offers even more with
the needs of its
customers and
further improve
its marketing
intelligence
and ROI.
16
Different product lines
“Our ROI reports allow maximum monitoring of
efficiency and provide ebookers.ch with a solid
foundation on which to make decisions in the area
of marketing,” explains Nicolas Noth, Managing
Director at Planetactive Zurich. “ROI is of course
not the only criterion. As a full-service travel
agency, ebookers.ch must constantly keep an eye
on its brand and cannot merely advertise the
product lines that generate the highest ROI.”
In the sales-oriented quarterly campaigns that
Planetactive has been implementing since the
beginning of 2007, the five major product lines
Hotels, Flights, Sun Holidays, City Breaks and Car
Hire are promoted. These product lines differ
however in the number of bookings and in the
profit margins achieved. The Flights product line
receives the most bookings for example while Sun
Holidays has a disproportionately high profit
margin.
Planetactive advertises two flights per quarter on
websites with a wide reach and on CPC networks.
Standard formats are used, with specific offers
being advertised – usually three per product line.
The advertisements are produced both in German
and French. Since 2007, we have managed to
considerably increase the efficiency of the
campaigns through optimizing both the use of
media and creative aspects of the advertising.
Using e-mail marketing to
boost sales
Planetactive Zurich has been supporting
ebookers.ch in its e-mail marketing activities for
over two years. Here too, many useful insights have
been gained, with which we were able to
continuously improve performance. Approximately
12 times per year, Planetactive produces the travel
agency’s standard newsletter which is clearly
focused on generating sales and sent to around
220,000 recipients. The newsletters usually have a
specific theme: Sometimes it might be a product
line like “City Breaks” while at other times it may
be a particular destination like the USA or a specific
xpa 17
Display advertising for ebookers.ch. The tracking extends as far as the
booking stage, which enables the full ROI to be determined.
occasion (e.g. spring, summer vacations). It has
been shown that a thematic focus along with a
personal greeting improves the newsletters’
success.
After an intro with a personal greeting, modules
follow containing concrete offers. These modules
can be individually tracked with tracking pixels.
Post-tracking is also used for a period of thirty days
with the newsletter. Afterwards, ebookers receives
the detailed ROI report with an analysis of the
newsletter’s success.
Better still: interest-based
newsletters
In addition to the standard newsletter, special
newsletters are sent out several times a year. These
newsletters give information on specific campaigns
such as competitions or short-term discount
campaigns. All ebookers newsletters can be
distributed based on customers’ profiles and in
such a way as to include offers tailored to the
interests of the recipients. When customers register
for the newsletter via one of the layers developed by
Planetactive on the website, they are asked about
their personal travel preferences. If they wish, they
can also register here to receive text messages and
will then receive free messages on their cell phone
informing them of special offers. The use of
interest-based newsletters has paid off, achieving a
doubled opening rate in the German-speaking
region.
In the case of both sales-oriented strategies –
display advertising and e-mail marketing –
increasing efficiency and improving the ROI are
the focus. ebookers.ch has therefore systematically
allocated both activities to an agency that
understands not just the importance of
implementing a creative strategy but also of Along with
tracking, reporting and optimizing every measures the standard
used. Notable successes were achieved through newsletters,
several special
close teamwork based on a spirit of partnership. A
newsletters
further advantage for ebookers.ch is that the are published
confidential information needed for the ROI each year on
reports only has to be distributed to one agency and specific topics or
the reports for display advertising and e-mail campaigns.
marketing are standardized.
17
XPA 17 ::: planetactive ::: Planetactive/Neo@Ogilvy
Headline des Kapitels in Düsseldorf’s Harbor

xpa 17
Amazing (in)sights

Planetactive/Neo@Ogilvy in
Düsseldorf’s Harbor
Customers who visit Planetactive/Neo@Ogilvy’s Düsseldorf office are always
impressed. The view from the offices is simply amazing: a 180-degree panorama
from the Medienhafen (MediaHarbor) across to the TV tower, the Old City and
the Rhine all the way to Oberkassel.

However, it was not this inspiring view that encouraged the agency to move in
2006. Instead, it was the building’s use of space, which is ideal from an
organization and workflow point of view. A total of well over 1,000m² spread
out over two halls as well as a kitchen, a recreation room and meeting rooms
ensure an open, generous atmosphere and short walks. The latter is important
as the 90+ employees work in teams that are created for different projects and
are therefore constantly changing. In this customer-focused organization,
everyone works with everybody else at some stage: the creative professional
with the media planner, the search professional with the account director or the
project manager with the technology specialists. The floor plan encourages a
culture of togetherness, which is important here as a large share of
communication between employees is done by e-mail and in this way, people
know who they’re working with and usually see them on a daily basis.

Despite this layout, a lot was done to ensure that an open-plan office type of
atmosphere does not take hold. Acoustic sails separate individual areas from
each other while seating areas and couches allow people to take time out, either
alone or in small groups and the comfortable recreation room with plasma TV
and Wii console ensures a little diversion. In short: a pleasant working
environment with room to expand, meaning the prospects for future growth are
bright too.

18 19
XPA 17 ::: planetactive ::: Social
Headline
media
desfor
Kapitels
Deutsche Vermögensberatung AG
Social media for Deutsche Vermögensberatung AG
DVAG goes Web 2.0
More and more companies are using the tools of
Web 2.0 for their corporate communications and
marketing activities. Those with responsibility for
these areas have recognized that dialog-oriented
strategies employed in the digital media allow new
relationships with relevant target groups to be
developed. They have also discovered that many
messages can be conveyed better and more credibly
in the digital media than with traditional media.
The use of social media such as blogs, forums and
opinion portals proves highly efficient in this
regard. Companies open up for their target groups,
enter into direct, personal dialog with them and let
customers and other interested parties take part in
current developments. In return, marketing
departments receive valuable feedback and
suggestions on how products and services can be
further developed. Customers become multipliers,
whose recommendations can serve to boost sales.
DVAG’s corporate
blog is the boss’ busi-
ness. Dr. Helge Lach
(right), member of
DVAG’s Executive
Board, uses the blog
himself.
Der Biotherm in touch!
Club hat nun eine
attraktive Plattform
in der digitalen Welt.
20
Dialog instead of
announcements
Social media are really ideal for companies offering
services that are highly individualized and in need
of explanation, such as those in the area of financial
planning for example. Deutsche
Vermögensberatung AG, a leading independent
financial sales company, is systematically focusing
on dialog-oriented concepts in the digital media to
demonstrate transparency, promote personal
contacts with its target groups and strengthen
customers’ trust. This pays dividends – and not just
in times of financial crisis. With 5.2 million
customers, over 37,000 financial advisors and sales
revenue of over € 1.2 billion, DVAG is a heavy-
weight in the market for comprehensive financial
service products. Dr. Helge Lach, a member of
DVAG’s Executive Board with responsibility for
marketing, is pursuing a clear strategy with regard
to Web 2.0: “In the medium-term, we will offer all
our important target groups such as advertisers,
our advisors, the press and of course our customers
dialog-oriented communications channels on the
web,” he explains.
Planetactive has been supporting DVAG in the
planning and implementation of its digital
marketing activities since 2007. Planetactive’s
strategically-oriented approach impressed DVAG’s
financial service advisors. The issue of Web 2.0
quickly arose. The first ideas discussed showed
that the use of social media would not only have a
positive impact on DVAG’s SEO strategy but would
also be an ideal support to the continuation of the
company’s communications strategy on the web.
DVAG commissioned Planetactive to develop
various dialog-oriented strategies. The first of
these included a separate “Press” section on the
web and the corporate blog.
xpa 17
The boss gets involved in the
blog
At www.dvag-unternehmensblog.de, Deutsche
Vermögensberatung AG’s official weblog, those
with an interest in the world of finance can get first
hand information and discuss topical issues. The
author of the corporate blog is Dr. Helge Lach. The
fact that such a senior figure in the company
participates in the blog shows what high value
DVAG places on dialog with customers and other
interested parties. At the same time, it represents a
piece of pioneering work: Among companies the DVAG’s careers
size of DVAG, it is extremely unusual that members blog plays an
important role
of the Executive Board would enter into personal
and not just in the
dialog with the public.
recruitment of
new staff.
“With our corporate blog, we want to set a precedent
for greater openness and transparency,” explains
Dr. Lach. “Web 2.0 gives us the opportunity to
actively look for dialog, demonstrate closeness
with our target groups and promote trust in DVAG.
Blogging is a key component of this.“
In mid-October 2009, Planetactive launched DVAG’s
careers blog, another web offering from the
Frankfurt-based company. Employee
communications and the recruitment of skilled
advisors are very important to DVAG. Competition
for the best employees is tough and the demand for
skilled advisors is huge. On the new website www.
dvag-karriereblog.de, a team of several authors
now discusses current topics, reports on everyday
professional practice and invites others to join in
the discussion.
With its consistent use of the opportunities that
Web 2.0 offers, DVAG is focusing on closeness to its
target groups, transparency and dialog through the
digital media. Financial advice has always been a
sensitive topic and customers’ need for security,
expertise and openness is considerable. Plus, with
over 37,000 financial advisors, DVAG knows that it
won’t get far without proper communications.
21
XPA 17 ::: planetactive ::: 360°
Headline
city marketing
des Kapitels
in Krefeld
360° city marketing in Krefeld
World record!
Today, digital media are part of every marketing
mix and, in some cases, are even taking on a
primary role in the execution of 360° campaigns.
The world record Campaign-specific websites can often form the
has been achieved! center of these marketing activities, allowing the
At an event that
was well attended,
possibility of identification by providing an
opportunity for dialog, creating a link between all
a representati-
strategies and including user-generated content.
ve from Guinness
World Records Through an extraordinary campaign, the city of
measured the huge Krefeld has proven how the use of digital media is
postcard. not only successful in marketing products and
services but also leads to new levels of quality and
efficiency in city marketing. The
campaign was designed and
implemented by Planetactive/Neo@
Ogilvy in close cooperation with its
sister agency Tillmanns, Ogilvy &
Mather and the marketing department
of the city of Krefeld.
22
Strengthening identification
Krefeld is a medium-sized city in the Lower Rhine
area. Located between the larger cities of Duisburg
and Düsseldorf, Krefeld has something of an image
problem. Although the tradition-rich “city of velvet
and silk” offers a high quality of life, it is all too
often belittled and the city’s residents don’t identify
particularly strongly with their hometown. This is
why Krefeld’s Mayor Gregor Kathstede
commissioned the creation of a broadly-based,
multi-phase image campaign, with Planetactive/
Neo@Ogilvy being responsible for the campaign’s
concrete implementation. Supported by their
colleagues in the sister agency Tillmanns, Ogilvy &
Mather, Planetactive/Neo@Ogilvy’s digital
marketing professionals were able to demonstrate
their 360° expertise while working on this project.
The briefing for the project made it clear that this
was not a traditional outward-focused location
marketing campaign, for promoting business or
attracting investors, but instead that Krefeld’s
residents should be at the center of all activities.
The idea was to address the people in an emotive
way and highlight all that Krefeld has to offer its
residents with the aim of increasing their loyalty
to the city in the medium-term.
Involving the residents
It quickly became clear that city marketing is a
sensitive topic that differs considerably from
traditional product marketing. Unlike product
marketing, city marketing always has to remain
authentic because any statements made can be
checked at any time by the residents in their
everyday lives. In addition, city marketing
campaigns immediately become the local topic of
conversation and often prove controversial. A high
degree of credibility is therefore required.
For the mentioned reasons, the digital marketing
specialists at Planetactive/Neo@Ogilvy decided to
place user-generated content at the center of the
campaign. This provided an ideal avenue for the
city’s residents to get involved while also
guaranteeing a high degree of authenticity. Since
the campaign was to last a total of three years, the
first step included the creation of a campaign
motto which should serve as a sort of link between
all the campaign’s activities and provide potential
for identification. In coordination with the city’s
marketing department, the slogan “Krefeld – schön
hier” (Krefeld – it’s beautiful here) was chosen as
the campaign motto and used as a concise
trademark by Planetactive/Neo@Ogilvy, thereby
effectively conveying the campaign’s key message.
In late 2008, the first phase of the campaign (which
lasted until mid-2009) was developed. “Through the
use of digital media as part of an intelligent 360°
campaign, we wanted to take city marketing to a
whole new level in terms of quality,” explains Sven
Vaders, Account Director at Planetactive/Neo@Ogilvy.
“We decided to invite the residents of Krefeld to
document their personal impressions and experiences
using photos – optionally with accompanying
anecdotes – and share these with others on a website.”
Friedhelm Kutz, manager of Krefeld’s marketing
department, adds: “This ensured that people
would engage with their city in an active and
One universal feature of all
the campaign strategies was
the campaign logo designed by
Planetactive.
xpa 17
emotional way and
reflect on Krefeld’s
many beautiful
features.“
Working
together to
achieve a world
record
As meaningful as inclusive
campaigns are, the critical point is
always motivating people to take part.
Especially in the initial phase of a
campaign, nothing can be left to chance. In
the end, nothing less than a world record attempt
was decided upon as an incentive to get people to
participate. With a little help from the campaign,
Krefeld was aiming for a spot in history with a
Guinness World Record. The idea was to create the
world’s largest postcard from all the photos the
residents of Krefeld sent in. In this way, the city’s
residents could show the world how beautiful their
city really is. The raffling of a Ford Fiesta among all
those who participated in the campaign acted as a
special incentive to take part. After the campaign
idea was approved by the city authorities, work
began at full speed with an entire agency team
working towards the world record. Firstly, a
campaign website (www.krefeld-schoen-hier.de)
had to be developed, which was to act as a focal
point for all campaign activities.
23
XPA 17 ::: planetactive ::: 360°
Headline
city marketing
des Kapitels
in Krefeld

xpa 17
The residents of
Krefeld were able
to find information
on the campaign and
upload their photos
on the website.

The web continues

to play an
important role in
the second phase of
the city’s marketing
campaign.

All information on the world record attempt was
available on the website and it was here that people
could upload their personal photos and
contributions without any hassle. The people of
Krefeld were able to view photos already submitted
in a gallery, send e-cards, invite friends and
acquaintances to take part and learn about events,
sponsors and other activities. As the website was
being developed, particular attention was paid to
ensuring that it was very user-friendly as it could
not be just assumed that all those participating
would be experienced web users.
Cross-media linking
Outside the web, there was plenty of other work to
be done for the campaign. Numerous strategies
were employed to ensure that the world record
attempt became a topic of conversation and that as
City lights and many residents as possible took part. Regular
billboards were coordination meetings were held between the
also part of the 360° agencies and the city’s marketing department.
concept. Advertising material for billboards and city lights
was created, radio adverts put on air, media plans
developed, sponsors sought and integrated into
campaign activities and Welle Niederrhein’s
support coordinated. Not to mention, the rules and
requirements for the world record had to be
ascertained from the staff at Guinness World
Records and the sequence of events for the actual
world record attempt (which was scheduled to take
place on May 10, 2009) planned.
On January 15, 2009, Krefeld’s Mayor Gregor
Kathstede announced the start of this special image
campaign. The campaign proved popular
immediately with the residents and the regional
press gave in-depth reports on the innovative idea.
People, including us at Planetactive/Neo@Ogilvy,
looked forward in anticipation to the world record
attempt. Would enough photos be submitted to
create the world’s largest postcard and set a new
world record?
While the number of photos submitted to the
website grew continuously, there was still a lot to
do. Promotion teams were employed to inform
people about the campaign and distribute tens of
thousands of flyers and car stickers at events like
ice-hockey matches, Sunday shopping days or at the
Krefeld race course. Meanwhile, at Planetactive/
Neo@Ogilvy, we continued to work towards the
event, with lots of minor problems having to be
resolved. The printing and transportation of the
huge postcard had to be planned and new questions
continually popped up for us to ask the people at
Guinness World Records. Planetactive/Neo@
Ogilvy’s digital marketing professionals broke new
ground time and again working on this project and
displayed commitment and enthusiasm all the
way.
The biggest postcard in the
world
The innovative city marketing campaign for Krefeld
was a resounding success. The city’s residents really
got excited about the campaign and submitted a
total of 7,813 photos: enough to create the world’s
largest postcard. Now the printing of the postcard
had to be arranged – and in light of its world record
dimensions, this was no easy feat for the printers.
Even transporting the card (for the card to be
considered a postcard, it had to actually be sent by
post) was not without its pitfalls and had to be
carefully planned.
The next phase
Those working on the campaign did not have much
time to relax after the success of the first phase of
the campaign. The pressure was on to start planning
the second phase of the campaign, where the
residents of Krefeld were again invited to
participate, this time being asked to make
suggestions on how the city could be made more
beautiful and on how to enhance the spirit of
togetherness in the city. The motto “Schön hier”
was changed – logically enough – into “Schöner
hier” (It’s more beautiful here). The popular website
www.krefeld-schoen-hier.de remains the focal
point of all campaign activities.
The 360° campaign for the city of Krefeld
impressively shows how city marketing today can
benefit from the use of digital strategies and public
involvement through user-generated content. If
companies/organizations wish to reach people,
they should encourage them to take part. It doesn’t
always have to be a world record attempt.

On May 10, 2009, it was time for the main event. The
entire agency team traveled to Krefeld to experience
the campaign’s success first-hand. Surrounded by a
colorful entertainment program, the
postcard was officially delivered to
Krefeld’s Mayor by TNT Express
and measured by a judge from
Guinness World Records. The
old record of 28.8m² was
smashed after 15 years and
replaced with a new record
of 42.294m², giving
Krefeld a well-deserved
world record.

24 25
XPA 17 ::: planetactive ::: NEWS
e.com
www.planetactiv
New website
is all about BPM
Planetactive’s new website has been completed in
time for the dmexco. The website is all about
brand performance marketing. Those interested
can find information as well as case studies on
BPM here and can find out what services Planetactive
and Neo@Ogilvy have to offer for marketing in the
digital age.
360° campaign for Kodak
Neo@Ogilvy Neo@Ogilvy Düsseldorf started an
extensive campaign for Kodak in Germany at the
beginning of October entitled “Drucken mit
Gewinn” (Print and Prosper). Printer owners can
find out how much they overpaid for printing last
year than they should have on the website
w w w.drucken-mit-gewinn.de. Neo@Ogilv y
Düsseldorf is responsible for all media planning
and execution in print and online media as well as
TV. The campaign runs until December 2009.
26
Social Media Monitoring
with Radian6
Social media are playing an increasingly important role in digital marketing.
Since the middle of this year, Planetactive has been using an account with
Radian6, one of the most efficient monitoring platforms for social media, to
determine how brands perform in blogs and forums. Radian6 does more than
just allow social media to be scanned using search terms – it also offers detailed
analysis features to ensure greater transparency.
three new trainess
atPlanetactive
Planetactive is once again providing new training positions this year. On
September 1, three young people started on their career path with us in
Düsseldorf. Steffen Piper started his traineeship as an IT specialist in the area
of system integration while Alena Blass and Thorsten Besancon are being
trained as media designers.
the importance of
it security
Planetactive is implementing numerous projects for secunet Security Networks
AG. The Essen-based company is one of the leading German providers of
sophisticated IT security. Planetactive tasks include re-launching secunet’s
German and English websites (www.secunet.de /...com) along with providing
search engine optimization (SEO) and ongoing support. Planetactive is also
developing a CMS-based microsite framework which allows microsites to be
assembled in the short-term. These are part of the company’s online campaigns
Bio Twitt
for the second half of the year, for which Planetactive is creating advertising
on
the er
material for both online and print media and will be responsible for media
rm
planning and purchasing.
Paid Search:
Neo@Ogilvy uses Marin Software
Neo@Ogilvy will soon be using Marin Software’s paid search management
solution in all its offices worldwide. Marin Software is one of the leading
international providers of management programs for keyword advertising at
enterprise level. Marin Search Marketer® considerably increases the efficiency
of keyword advertising campaigns. The software combines campaign
management features, tendering procedure optimization as well as reporting
and analysis functions on one platform and can be linked to Neo@Ogilvy’s data
management system TEMcontrol. This allows the results of display and search
campaigns to be compared and analyzed on a unique user basis.
SEO for LG Electronics
Planetactive has the interesting task of advising LG
Electronics (based in Willich, Germany) on search
engine optimization. Seeing as LG Electronics is
re-launching its websites worldwide, there is plenty
of work to be done by the search engine optimizers.
Planetactive is implementing numerous strategies,
including keyword research and landing page
mapping. As early as the beginning of this year,
Planetactive had supported LG Electronics in
developing advertising campaigns.
Planetactive puts the
spotlight on Biotherm
fragrances
With a new Flash website (www.duft-special.
biotherm-intouch.de), Planetactive has put the
spotlight on a new special edition of the Biotherm
fragrances Eau Pure, Eau d’Énergie and Eau
Vitaminée. The core design elements of the special
edition, such as birds, f lowers and fruits, are
animated on the website and appear in succession.
Men haven’t been forgotten either: the Biotherm
Active Experience is taking place for the fifth time
with this year’s focus on sailing in the Caribbean.
xpa 17
Just as with the previous events, Planetactive is ensuring that the Active
Experience 09 can also be experienced online (www.biotherm-active.de). New
features this year include the integration of social media into the marketing
concept with profiles for Biotherm Homme being set up on Facebook and
Twitter. Numerous fans have already registered and are spreading the word.
New style guide for
Raiffeisen Österreich
Together with e-force, Raiffeisen’s center of internet expertise, Neo@Ogilvy is
revising the internet style guide for the biggest banking group in Austria.
Raiffeisen Österreich has been supported for many years in its traditional
advertising activities by Ogilvy & Mather and is now taking advantage of the
digital expertise of the Ogilvy Group. The first step involved selecting 1,100
existing pages and analyzing them regarding design and functionality as well
as looking at their strengths and weaknesses. Afterwards, various design trials
and basic layouts were created, both for the public homepage and for the
Raiffeisen Club page. The next step involves the detailed design of all website
elements as well as compiling the online style guide as a basis for future internet
appearances by the Raiffeisen banking group.
e here
We wer
dmexco – a huge success
We were very pleased with the dmexco here at Planetactive and Neo@Ogilvy. Our
participation and reservation in the Agency Lounge were worth it, with the latter
giving us the opportunity to have lots of interesting discussions. The workshop,
which included the presentation of an international campaign for Cisco, was
also well attended. Matthias Kurwig, COO worldwide at Neo@Ogilvy, traveled
from New York for the sole purpose of taking part in the top-quality roundtable
meeting.
27
XPA 17 ::: planetactive ::: New study: Digital Marketing Compass 07

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07
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New study: Digital Marketing Compass 07

PaSS
spotlight marketers Wolfgang Lange from Biotherm on luxury brands and digital marketing

„Online marketing should not be

While Digital Marketing Compass 06 focused on the
attitudes and mindset of European advertisers, the
seventh edition of the report from Planetactive/
Neo@Ogilvy deals with the marketers of digital
advertising. The study, entitled “Vermarktung von
Werbung in digitalen Medien – Erwartungen,
consideration for these idiosyncrasies is seen as a
critical factor for success. Establishing greater
considered a luxury in the
advertising of luxury brands.“
rapport with customers, acquiring more technical
know-how, developing tailored solutions and
strategic expertise as well as the ability to flexibly
address the smallest of market segments are

U
Perspektiven und Handlungsempfehlungen” considered crucial for future success. p to now, luxury brands have not exactly According to a study carried out by Microsoft
(Marketing Advertising in Digital been pioneers when it comes to the use of Advertising, the internet will develop sooner or
Media – Expectations, Prospects Individualized sales digital media, with marketing decision- later into a crucial marketing and sales channel for
and Recommendations), was
carried out by Planetactive/Neo@ approach makers in this segment relying heavily on print luxury brands. Along with the strategic marketing
media. The latter will continue to be an important advantages of digital media mentioned, the com-
Ogilvy in cooperation with the component of advertising strategies in the future, mercial component also plays an important role for
Swiss consultancy f irm There is general agreement among those surveyed
that consumers are becoming choosy, self- but at the same time, more and more companies are us. Since October 2009, Biotherm has had its own
moderning. One of moderning’s recognizing that investing in digital media for e-commerce portal, www.biotherm.de,through
key service areas is research into confident and critical partners. They are quite
discriminating and know how to use content to luxury product marketing is worthwhile and impor- which the brand’s products can be purchased
innovation and future trends. tant for reaching new target groups and communi- online
their own advantage. Overall, the experts see the
necessity for individualization in how customers cating in an up-to-date manner.
For the study to be as We not only use digital media as a channel for com-
informative as possible, a are approached – an individualization that is value-
oriented and carried out on the appropriate There are huge opportunities for digital trailbla- munication now but also as a sales channel. This
combination of primary zers in the luxury brands segment today because, in has long been the case in other luxury item seg-
research consisting of platforms. According to those surveyed, it is
important that the messages consumers receive contrast to print media, luxury brands have not yet ments such as fashion or accessories. Biotherm.de
interviews with experts in tapped into the online market on a large scale. The therefore allows us to follow a general trend and
the sector and secondary through the digital media are also found in other
media types. The experts predict that, over the next web provides an ideal platform for communicating reach new target groups that have unique
research (desk research) was brand values and expertise in detail, such as by purchasing patterns. We do not see the new portal
used. The study focused on few years, online advertising used in conjunction
with other media will take on a dominant role. The publishing research results. Thanks to increasing as a replacement for stationary retailing. This will
the German-speaking world, with expert bandwidths and captivating high-resolution dis- continue to be Biotherm’s main sales channel,
marketers in Germany, Switzerland and Austria importance of television as an advertising channel
is not expected to decline, while the necessity for plays, luxury brands can be depicted in an emotio- especially since their advisory expertise is of key
being surveyed on the future prospects and success nal way that arouses desire with moving images. importance for the company. But the new website
factors for marketing digital advertising. The study closer cooperation between online and off line
“The price war is points out opportunities and risks that may arise in advertising agencies is generally emphasized. does allow us to supplement sales in a meaningful
The importance of social media for the marketing way and close the circle to a certain extent. We can
slowly becoming the sector over the next five years and highlights of luxury goods is still seriously underestimated. now plan online campaigns through to the very
When it comes to the future significance of social
less important. critical success factors for strong positioning in the
media, opinions are split. Some of those surveyed Compared with the general population, people end, measure the success of all strategies employed
advertising value chain. It then derives concrete
In the future, recommendations from these. The statements believe that the current hype will dissipate again. with a penchant for luxury have an above-average and optimize them for maximum ROI. For Biotherm
interest in Web 2.0 applications: 46% look at user- in Germany, the incorporation of digital media is
marketers will made on the public’s advertising preferences and All of them however are skeptical of the value of
generated videos, more than one-third communi- no longer a luxury but instead forms a key compo-
advertising on social media and stress that, up to
differentiate starting points for individualized sales approaches
now, only occasional financial success has been cate using instant messengers and 36% use online nent of the company’s brand strategy!
are interesting even for non-marketers.
themselves more achieved. According to the experts surveyed, new social communities. We had very positive experi-
based on the Country-specific
ideas are needed for the sustainable success and ences using tailored social media concepts for
Biotherm. Users generally have a positive response
quality of what characteristics
long-term establishment of social media. If you
when a luxury brand presents itself and opens up in
wish to get a copy of the study, please contact
they have to Planetactive’s Düsseldorf off ice at Web 2.0 as it helps them develop trust in the brand
offer and their Overall, the experts surveyed believe the future info.de@planetactive. and the products. New forms of interaction present
themselves and the feedback from the target groups
use of innovative prospects for marketing digital advertising are
can be used to build up marketing intelligence.
good even if the present economic crisis was
technologies.“ referenced in many of their answers. The marketers Finally, online communities draw out that emotio-
Wolfgang Lange is Marketing nal feeling of belonging that is so important for
Monika Herrmann, consider Germany, Switzerland and Austria as
Manager at Biothermm luxury brands and urge participation so that users
Managing Director of markets with clear socioeconomic and sociocultural
moderning, Zurich differences. Having specific knowledge of and feel “part of the club“.

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