Not enough people were learning about OMV's activities to support women and education, so they came to KURIER for some help. Using a highly innovative cross-media strategy, we leveraged the authenticity of content, the engagement of social media, the reach and efficiency of programmatic buying, and the trust of print. KURIER delivered the right people at the right time in the right place with the right content. Over 9 million cross-media contacts far exceeded our expectations. We challenged the best media agency plans, and we won. KURIER’s “Bildung Braucht Innovation” campaign for OMV is the winner of the 2015 World Association of Newspapers (WAN-IFRA) European Digital Media Award for “Best Digital Advertising Campaign”.

2. OMV – Austria’s largest listed manufacturing company – sponsors a wide variety of
valuable and interesting educational programs for women, such as the “Open Lab” IMBA,
scholarship programs at the Montanuni Leoben and University of Vienna, the
“Technikqueens” program for young women and tech, the “Technisches
Museum” in Vienna, several market research initiatives, and much more.
But, not enough people were learning about these
activities, so they came to KURIER for some help.
And we delivered.

3. Using a highly innovative cross-media approach leveraging multimedia content,
social media, native advertising and programmatic buying, KURIER focused on
delivering the right people, at the right time, in the right place, to the right content.

4. Our unique campaign plan leveraged the power of KURIER.at, the engagement
of social media, the reach and cost-efficiency of programmatic buying, and the
trust of print. We challenged the best media agency plans, and we won.

5. We kicked off the campaign with
a roundtable discussion with
members of OMV’s team, their
partners, several invited guests,
and our lead editor (and Careers
department head), Sandra Baierl,
a respected and well-known
journalist with a fantastic working
knowledge of both OMV and the
issues at hand.
We created, directed,
photographed and filmed this
exclusive event which served as
the basis for our online hub,
extended print coverage and
future content development.

6. A multimedia campaign hub on KURIER.at served as the central point of
contact for exclusive content and allowed us to gather significant 1st party
user data which was used in the programmatic buying phase of campaign.

7. We produced four exclusive videos for the project. (We have posted them
privately on YouTube for you. View counts are not representative.)
https://www.youtube.com/watch?v=qoi9L6NFaYU
http://youtu.be/ktBLyTm7-Tw
https://www.youtube.com/watch?v=ZX__recVMNY
http://youtu.be/XZ6hToviKI8
Roundtable
Technical Museum
Open Lab
Montanuniversität Leoben

8. We developed a quiz called “How Einstein Are You” which asked tough
questions about physics, math, geology as well as fun questions about Albert
Einstein’s life. We rewarded people with tips about university scholarships and
gave people discounted entry to the Technical Museum in Vienna.

9. Social media played a key role
in engaging KURIER’s audience
with both serious and fun topics.
Using 1st party data gathered on KURIER,
we targeted specific groups of our
audience across all our social media
outlets to drive the right people to OMV’s
content on our network.
OMV trusted KURIER to handle the
ensemble of the social media planning,
buying, execution and analysis for the
campaign.

10. A few social media examples …

11. Using 1st party user data and behavioral targeting, we leveraged other sites in the KURIER
media network to extend the campaign’s reach via house ads and other advertising.

12. OMV was our first strategic partner to take advantage of the new and highly
innovative “KURIER Campaign Extension”, which offers our top clients the best of
both worlds: The unique and powerful messaging capability of Native Advertising
and Content Marketing combined with the data-driven efficiency and reach of
Programmatic Buying.
Our data-driven programmatic campaign
also reached our target audience on
these popular Austrian sites and drove
traffic back to us:

13. As a media leading quality network, we know that our data is as valuable as our
inventory, and we are putting the two things together with our unique and original
content in order to deliver value to selected client and agency partners.
Now, when content marketing campaigns are booked on the KURIER Network, we
can offer our clients the opportunity to efficiently extend their campaign. Size, scale
and efficiency matter, and the new KURIER Campaign Extension virtually scales our
reach and inventory whilst ensuring the highest quality targeting and message
placement. Using data gathered within the KURIER Network, we are able to extend
our reach outside into the wider programmatic marketplace. The effect is that we can
now deliver high-value content marketing campaigns with the price efficiency that can
only be achieved via programmatic buying.
This is a new semi-exclusive service that we are only offering to our top clients and
agency partners via private marketplace. Most publishers are still playing catch-up
with agencies and advertisers, which is why we are so happy to be able to offer the
KURIER Campaign Extension service today.
Background: What is the KURIER Campaign Extension?

14. We ran special print features in both the business
and lifestyle sections of paper on two occasions.

15. Results: “Education Needs Innovation 2014”
• 9.000.000 contacts via the KURIER Network
• 4.000.000 impressions via the „Campaign Extension“
• 65.000 unique visits to the OMV Education Special
• 16.000 clicks into content via social media
• 4.000 completed quizzes
• Print 1: 422.500 copies to 726.000 readers
• Print 2: 209.600 copies to 569.000 readers
and …

16. Results: “Education Needs Innovation 2014”
“By far our most creative and
innovative campaign of 2014.”
Christoph Meixner
Head of Corporate Branding, OMV

17. George Nimeh
Chief Digital Officer
george.nimeh@kurier.at
@iboy