Russmedia ran a successful cross-media advertising campaign that ran in print, online at VOL.AT, and through radio image commercials on the Vorarlberg Antenne radio station. The message that formed the heart of the campaign was, “Shopping ... preferably in Vorarlberg.”
Shopping is an emotional matter. Touching, feeling, and trying on products are the distinguishing features of buying locally. Yet the shopping experience extends even further than that; it is also, and most importantly, influenced by well-trained assistants who offer customers competent advice, service, and a personal connection. These are experiences that cannot easily be created in an online shop, if at all.
It was all of those benefits that the cross-media campaign, “Shopping ... preferably in Vorarlberg,” wanted to strengthen and support. The objective of Russmedia and the Vorarlberg Chamber of Commerce was clear — the campaign should give the audience the answer to one elementary question: “Why should they buy locally?”
The reasons for strengthening the local retail trade are are obvious. Shopping in a store just around the corner safeguards jobs, encourages training, and supports local suppliers in the area. In addition, customers contribute to preserving the townscape and preventing the emergence of deserted residential streets with vacant shops.
Likewise, the movement towards the local retailer has a positive effect on the range of products and the local purchasing power. At the same time, shoppers also benefit from quick service for repairs, good advice, and personal contact.
The campaign focused on all of those reasons as key messages, but it also focused on the emotions and the people involved in Vorarlberg commerce. The campaign used visual language, with harmonious images of the “people next door” to create a feeling of trust. The regularity of advertisement placements and the significant red button, which came to be viewed as the campaign’s logo, contributed to the creation of value recognition.
The initiative, which was supported by a number of partners, was also a commercial success. In 2016, its turnover was more than €130,000.