For steakholders, grill princes and Cinderellas
To promote Coop's barbecue offer, Goldbach Interactive - in collaboration with YJOO - created a responsive microsite and a specially environment-specific digital campaign that takes time and weather into account when placing ads.
A comprehensive Microsite is intended to encourage users to actively discover the Coop Grill universe, according to a statement. Concept, design and programming come from Goldbach Interactive, YJOO is responsible for concept and text.
The animated and interactive showroom area features tips on meat, vegetables and the ideal accessories, beer and wine recommendations for sophisticated recipes, promotions and contests, an updated version of the popular Barbecue app (responsible agency: Bitforge) as well as a Spotify music playlist for balmy barbecue evenings.
The digital advertising media realized by Goldbach Interactive also take up KSP's claim "Coop - for everything you need for barbecuing". With humorous barbecue slogans, they want to show that everyone can find what they need for a successful barbecue at Coop. With target group-specific wording, readers are addressed in the tone they expect in the corresponding environment:
- On financial portals: For steakholders.
- On websites for women: For barbecue princes and Cinderellas.
- On websites with excursion destinations: For trips at barbecue snail pace.
- On weather portals: For those who don't care about barbecue weather.
Responsible at Coop: Thomas Schwetje (Head of Marketing / Services), Sacha Zuberbühler (Head of Advertising), Michael Bietenhader (Head of CRM / Digital Marketing), Oliver Johnson (Head of Digital Marketing). Responsible at Goldbach Interactive: Microsite: Bruno Manser (concept lead), Nicola Schlup (consulting), Damian Kunz (consulting, project management), Raphaël Liechti (creation), Dominic Wirz (SEO texts), Jan Steffen, Jonathan Droz (development), Susanne Fankhauser (frontend); advertising materials: Elisabeth Hassa (consulting, project management), René Schoedon (creation), Dominic Wirz (text). Responsible at YJOO: Nina Krucker (Concept Lead and Editorial). Responsible at Bitforge: Andreas Hüppi (Consulting).
