In an era where the digital landscape is becoming increasingly saturated, the ability to capture and maintain attention is becoming ever more crucial.

The “Super Push” campaign, an initiative by Russmedia in Schwarzach, Austria, represents a groundbreaking response to this challenge. Employing a smart mix of print and digital media, this campaign has demonstrated how modern advertising can look to generate maximum attention for offers.

The printed brochure is distributed in the newspaper Vorarlberger Nachrichten (VN), while digital formats like the Top Scroll on VOL.AT are used simultaneously to attract attention through prominent and effective placement at the top of the page.

Additionally, a newsletter is sent to 26,000 addresses, and a full-page advertisement is placed in the VN e-paper. The campaign is further promoted across Facebook, Instagram, YouTube, and Pinterest, allowing users to flip through the digital brochure with a click.

Expanding reach

The main goal of the campaign was to directly address the challenge of a flooded digital marketplace and offer a powerful combination of visibility and engagement. With the decline in print media circulation and increasing ad avoidance, our objective was to reinvent the traditional supplement for the digital age, targeting the residents of Vorarlberg.

Through collaboration with Lumen Research and the use of eye-tracking technology, the effectiveness of the Top Scroll compared to standard formats was confirmed:

• The Top Scroll received 72 times more attention than standard banners.
• Aided ad recall was seven times higher.
• On average, viewers engaged with the Top Scroll 16 times longer.

Additionally, the newsletter, the e-paper ad, and the social media campaign reached around 25% of the Vorarlberg population. This highlights the value of the Top Scroll not only as an attention grabber but also as a broad platform for presenting products and special offers, including PDF supplements.

The Super Push campaign impressively demonstrates how the symbiosis of print and digital media can not only retain existing customers but also attract new readers and users. It simplifies the advertising process through a single contact point and a robust network to ensure messages reach their target audience accurately and effectively.

The campaign has set a new standard for how companies can communicate effectively in an increasingly digitalised world.

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