Case Studies

HRS Hotel Reservation Service: HRS image campaign

In conjunction with the Germany-wide HRS campaign involving numerous billboards at key traffic intersections, this project entailed devising and implementing a display advertising campaign with five different motifs. The online image campaign focussed on boosting publicity and generating as much brand awareness as possible in parallel with the ATL advertising measures. Part of the project involved developing a high-impact launch of the HRS TV advert on the Internet and presenting special stream formats.

The five billboard motifs were adapted for the online environment using storylines with special animation effects. In terms of design, their primary goal was to ensure the instant recognition of the HRS brand. The five motifs were transformed into numerous advertising formats and placed on high-traffic sites, such as Bild.de, Spiegel.de, T-Online.de and other portals. The TV advert ran as a Super Video Wall on Yahoo, covered the entire portal background and occupied all the advertising slots. The advert was also integrated into the portal as expandable wallpaper with a video preview, which generated above-average click rates. The undisputed champions of the campaign were the special formats, which achieved a conversion rate of up to 5%.

Telekom: Telekom performance campaigns

Each month Digiden launches at least one new performance campaign for Deutsche Telekom. These campaigns often target Triple Play (Entertain), Double Play (Call & Surf) and LIGA total!, using a variety of different methods. The focus varies from month to month, ranging from the classic performance approach and regional and target group specials to winback and affiliate campaigns. Digiden also develops special online business campaigns to launch products for business customers in the areas of mobile communications, the internet and fixed line networks.

The numerous performance marketing motifs aim to be as direct as possible to achieve high conversion rates. The focus here is on price savings, market leader status, online vouchers and the quality and service advantages of Deutsche Telekom. All performance ad motifs are unique creations designed by Digiden, which run independently of Telekom’s image campaigns. Several of the campaign motifs for the products Call & Surf and Entertain are long-time favourites which are regularly updated and still bring in excellent results, despite having run for one to two years. Digiden’s designs have also been named online creations of the week: W&V selected a winback typo-motif, and Kontakter chose to honour the Kinder TV campaign.

X-Filme: Facebook App “DREI”

Berlin-based X-Verleih contracted Digiden to launch Tom Tykwer’s romantic comedy “DREI” on the social media platform Facebook. The project aimed to enable users to create and send personalised video messages with various clips from “DREI”.

Digiden developed a video message app and integrated it into the “DREI” Facebook page. Users can choose from ten film clips and compose a personal message, which is then sent with the video clip to friends by e-mail or posted on their Facebook wall. The message is integrated into the film sequence and appears as a pre-roll. This app provided another social media outlet to advertise Tykwer’s comedy and was very popular with users.

Potsdamer Platz Arkaden: E-vouchers

Potsdamer Platz Arkaden in Berlin needed an application for their voucher promotion that would merge print, mobile and social media marketing. The idea was to enable visitors to claim a free coffee or tea and obtain other information on the shopping arcade via their smartphones. The underlying aim of the promotion was to generate leads.

Potsdamer Platz Arkaden and Digiden developed a poster campaign with QR codes and an accompanying mobile website. Visitors to the arcade use their smartphones to scan the QR codes on the posters and claim a QR voucher online, which entitles them to a free coffee or tea in the shopping centre. On the mobile website, customers can obtain further information on the arcade and its various shops, plus an events calendar which is linked to Facebook. The promotion has proved very popular, attracted a large number of participants and thus boosted customer loyalty.

BASF: BASF Digital Reader

In order to launch its employee magazines “euroscope”, “BASF Info” and “Creating Chemistry” onto the worldwide intranet, the chemical company BASF needed a tool which could transform ready-for-print PDF files into an interactive, digital, page-turning format. The tool also had to be multi-lingual and include a review and comment function.

With its Digital Reader technology, Digiden was able to clinch the public tender and present a winning pitch. In addition to the Digital Reader’s standard features, such as a page-turning function, zoom, quick access to different pages and a keyword search, the software was expanded for BASF to include four other languages and review and comment functions, which are available in all languages throughout the magazine. Furthermore, the software was adapted to BASF’s CI and server environment. The Digital Reader is a web-based do-it-yourself service which is incredibly easy to use and low cost. http://www.digital-reader.eu

Sat1: Facebook app “Eins gegen Eins”

Digiden was entrusted with the task of developing a social media voting tool for the Sat1 political talk show “Eins gegen Eins” (one-on-one). The aim of the tool was to enable the show’s viewers to express their opinions on the topic of the week and vote on it.

Digiden developed a Facebook application, which was integrated into the pages of Sat1 and Focus TV. Users can go to these websites or Facebook while the debate is airing on TV and discuss and vote on the topic of the week. The app supports the programme’s goal of making political and social issues accessible and therefore relevant and interesting to young people. The app was implemented in a way that enabled the “Eins gegen Eins” editorial team to create all the surveys and analyse the results themselves. An average 7,500 users are active on the Facebook page each month and use the app.

Telekom: LIGA total! awareness campaign

The aim of the Telekom LIGA total! campaign was to devise advertising motifs which would correspond to the print campaign and exploit the technical and creative possibilities of the online world. A wide range of different types of adverts were launched in various campaign flights – online, mobile and in apps – on a variety of high-traffic special interest sites, such as SportBild.de, Kicker.de, Fußball.de, Eurosport.de.

For three of these flights, Digiden developed four digital motifs inspired by the print advert, which were adapted to the various advertising contexts. LIGA total! was communicated using two different scenarios: one for viewers at home on Entertain and another as MobileTV for Bundesliga fans who are out and about, plus many other features. In addition to online standard formats, such as wallpaper, half-page ads and superbanners, the campaign also included special formats like billboards, takeover ads and advertorials, as well as numerous mobile formats. Due to its huge success, the campaign has been running since the third quarter of 2011. It has achieved an above-average conversion rate and surpassed set targets.

Ekumo GmbH: Website launch

Digiden relaunches Ekumo GmbH’s new company website. At www.ekumo.de visitors will now find useful information about the benefits of online-based work in single source editing environments. Prospective customers can find the answers to typical questions and problems related to the creation, maintenance and translation of technical documentation. mehr Digiden gave the website a complete makeover in terms of both content and design, and it is now based on the current version of the Typo3 content management system. It was also optimised with regard to performance and SEO, and was quickly among the top hits returned by a natural Google search. schließen

Honda: CR-Z website

Digiden developed www.hondacrz.de for Honda Automobil. The website for the sport hybrid coupe was given a complete makeover just in time for its German premiere. This is already the third expansion stage since the website’s launch in October 2009. The relaunch adds new content to the site and makes it visually more sophisticated. The design consists of three selectable colour versions and different video streams matched to these in the background. The website will be used in Germany, Austria, the Netherlands and Belgium in the future, and is based on Digiden's own easy-to-use CMS, and variable communication fields. These allow the content to be altered quickly and flexibly without any programming costs. www.honda-crz.de

T-Home: Entertain HD Lord of the Rings online campaign

Digiden realised a major online campaign for high definition (HD) television, which was based on Telekom's ATL themes and placed on popular websites such as Bild, Pro7, Sat1, TV-Movie and TV-Spielfilm. Various advertising media formats were used, including wallpapers, tandems, layers and interstitials. The advertisements all focus on the HD TV experience and use themes from the blockbuster “The Lord of the Rings”.

Honda: Brochures CD-ROM

The HONDA Brochures CD-ROM 2010 includes a collection of brochures on the current HONDA models. The clearly laid out user interface means that customers and prospective customers are quickly able to find the price lists, brochures and videos they are looking for relating to the CR-Z, Jazz, and other models. The CD-ROM was produced in time for the AMI trade show in Leipzig and will also be provided to authorised dealers.

Honda: V4 website

To tie in with the launch of the new VFR1200, the www.honda-v4.eu website provides information about the Honda V4 motorcycle product family. The CMS-based site can be accessed in numerous countries and languages. Features such as e-cards, newsletters, screensavers, and videos round off the information provided.

SGL Group: Interactive information terminal

We have developed an interactive touchscreen application realised using Adobe AIR for the SGL Group. The application independently searches a Windows directory and presents the data found in a user-friendly CI-compliant user interface.

DSV: 0815-bank.de

Digiden realised the www.0815-bank.de microsite for Deutscher Sparkassenverlag (DSV). The site accompanies the TV campaign and provides information about current services offered by local Sparkasse branch banks. The site cleverly combines a basic Flash structure with overlying XHTML elements.

ePlakat: Digital signage solution

Together with Grunwald, Digiden has developed a digital signage solution which is used by Messe Frankfurt, for instance. It consists of an online portal, various playback solutions, and the associated hardware, ranging from the very small to the very large.

Cornelsen: Online and offline e-learning applications

Digiden has developed the SOP (Smart Online Player) for Cornelsen, which is able to generate e-learning exercises in various forms on an XML basis.

It works both offline as an executable file, and online via a Flash browser plug-in.

Various products have been created for very different Cornelsen customers on this basis in recent years.

Honda: EU 30i microsite

Digiden has developed a microsite to inform visitors about the new EU 30i generator for Honda Industrie. The page consists of an intelligent mix of XHTML and Flash. The text is maintained conveniently via XML, which means that the customer is able to create localised versions of the site independently and with ease. www.honda.de/specials/industrie/hondaeu30i/website/

Danfoss: VLT Drives website

Danfoss is a manufacturer of air conditioning and refrigeration technology, and employs more than 20,000 staff throughout the world. Digiden designed a dynamic Flash site for the VLT Drives division, explaining the variety of uses for the Danfoss products.

Institut für Lufthygiene: Corporate Design

Digiden is responsible for the corporate design and realisation of advertising media for the Institut für Lufthygiene (ILH Berlin), including flyers, manuals, CD-ROMs, website, posters and banners.

BMW: Mobile Content Server

DIGIDEN has added a valuable feature to BMW’s online presence: the Mobile Content Server. A dynamically generated, animated display server, which provides potential purchasers with the customised vehicle of their choice on their mobile phone. This mobile advertising medium developed by DIGIDEN is of enormous value from a marketing point of view. Daily, voluntary contact between the customer and the brand promises a high recall value and multiplication effects, leading to a positive purchase decision.

DSV: sparkassemobile.de

Digiden develops and maintains the www.sparkassemobile.de website for Deutscher Sparkassen Verlag (DSV). Sparkasse uses the website to provide information about its mobile banking applications. The main priority was to develop a site that works on all standard mobile end devices.

PCMA: Berlin Pow Wow

In February each year Berlin Tourismus Marketing GmbH (BTM) organises the popular industry “Pow Wow”. Digiden developed this networking platform, which allows exhibitors and international trade visitors to create a personalised conference program, arrange meetings, and make contacts. www.berlin-pow-wow.de

Holzbau Deutschland: Zimmermeister-Web.de

Zimmermeister-Web.de is a portal for carpentry businesses and includes a powerful editing system for creating websites. This service is aimed at members of the BDZ (Association of German Master Carpenters), who are able to design and launch their own website with the help of this system without any prior knowledge. The system’s programming is based on PHP/MySQL.

The portal also includes Germany’s largest carpentry search engine: www.zimmermeister-suche.de.

T-Home: Entertain Highspeed online campaign

In addition to the television of the future and call and surf flat rates, the T-Home Entertain packages also include powerful high-speed DSL/VDSL Internet access. Digiden developed an online campaign to launch the attractive new package prices. All five advertising themes communicate the advantages of high-speed surfing with the Entertain Comfort packages and advertise the new cheap offer price in an attention-grabbing way. The numerous Flash and Gif advertising formats were placed on various popular sites.

Holzbau Deutschland: Service partner DVD

Digiden has developed an appealing DVD application for the Bund Deutscher Zimmermeister (BZD) / Holzbau Deutschland. The DVD introduces all BDZ service partners from all over Germany. The services offered by the partners and their contact details can be found using sophisticated search functions. The service partners maintain their content conveniently via a protected CMS.

Musicload: Online European Football Championship campaign

New streaming advertisements were developed for Germany’s leading music download portal, Musicload.de, to tie in with the European Football Championship. The advertisements focused on the “11 aus 50” football hits promotion with artists such as Oliver Pocher, Enrique Iglesias, Christina Stürmer, Olaf Henning and many others besides. Not only were different formats realised, including expandable streaming and Flash streaming, but national versions for Germany, Austria and Switzerland were also created. The large-scale online campaign was launched at the start of June 2008 on numerous popular websites such as Fussball.de, Bild.de, StudiVZ.net, Meinestadt.de, Lycos.de, Intro, ICQ, MSN and many others besides.

Saveme: saveme.dk

We have designed, developed and realised the front and back end for Danish online backup service provider Saveme.www.saveme.dk

Honda: Online motorcycle campaign

With annual production topping 17 million engines, Honda is the world’s largest engine manufacturer. Styled on the classic “The Power of Dreams” campaign, DIGIDEN has developed online campaigns for various Honda motorcycles and promotions.

Honda: CB1000R microsite

The new racehorse in vehicle manufacturer Honda’s stable goes by the name of CB1000R. Exciting design, pioneering technology, and power are the defining features of this motorcycle of the future, which more than lives up to its claim of being "from a different planet". Obviously a vehicle such as this one needs its own space in which to develop fully, so Digiden was given the task of developing a complex microsite which draws attention to the advantages, special features, and details of the Honda CB1000R. The Flash microsite for the CB1000R gives motorcycle enthusiasts and people interested in design and interaction reason to rejoice and space for discovery. www.mission-cb1000r.de

Musicload: Online image campaign

Two new advertising themes have been developed for Musicload as part of a new generic banner campaign. Both approaches draw attention to various advantages of the leading German music portal: the ever-growing number of songs and the musical diversity which offers something for everyone from a range of genres. The two banner themes were realised in Flash (counter theme including ActionScript coding) and Gif and placed on numerous websites.

PCMA: meeting-place-berlin.de

Meeting Place Berlin is the platform for decision-makers from the congress and conference organising sector. Over three days, Berlin's extraordinary diversity as a congress destination is presented. DIGIDEN relaunched the site for Meeting Place 2006 and added numerous new features. The site now includes a handy search function in the directory of exhibitors, and a private area for exhibitors. The site was also optimized from a technical point of view: new backend technology based on our NSTAG Template architecture development offers improved performance, while a highly integrated interface connection provides a convenient editing system. www.meeting-place-berlin.de

T-Home: Call & Surf Exciting Rooms

In March 2008, Deutsche Telekom AG launched its cross-media “Exciting Rooms” campaign advertising the T-Home Call & Surf packages, among other things. Digiden developed extensive banner campaigns within this ambit. Like in the overarching ATL campaign, the focus is on the “Exciting Rooms” concept. Multi-dimensionality in terms of both space and content also plays an important role in the online advertisements and was communicated through the graphics used. Overall, the campaign achieved very good click and conversion rates.

T-Home: „Call & Surf Weihnachten“

Digiden realised a large-scale banner campaign for the T-Home Call & Surf Comfort product in December. The performance and affiliate campaign featured a total of five themes, which were realised in numerous Flash and Gif formats. The ATL campaign theme was used to create two of the advertisements, while all of the other themes were developed by Digiden itself.

MAN: MAN Office

The completely online-based MAN Office editing system is used throughout the world by the MAN Group’s Aftersales and Technical Documentation divisions. MAN Office is based on the EKUMO software product. mehr Ekumo is an online editing system for the technical documentation of capital goods. The system offers state-of-the-art features for creating, editing, organising, checking and publishing technical documents and complex product information. EKUMO also uses an automated translation workflow, an online image editor, and supports cross-media channels (XML-based) for publishing content such as HTML exports, DVDs and print publications.

MAN Office has been used in productive operation for the past four years. The Group has realised huge savings in the areas of translation, editing, print, distribution and service thanks to the system.

Find out more about Ekumo at www.ekumo.de.

schließen

T-Home: “Entertain Hardware” online campaign

In December, the T-Home Entertain campaign focused on the HD-capable hard disk recorder. Various large-format performance advertising media presented the T-Home Entertain Hardware and drew attention to its features, as well as two particular highlights: the second half of the Bundesliga season for €0 and €100 credit for new customers. Of course, the advertisements also communicate the fact that Entertain Comfort from T-Home was rated best in test. Congratulations!

vPaper: Online portal

On 1 April 2008, the www.vpaper.de portal, developed by Digiden, opened up a new generation of news stands for users. vPaper is an online portal in which newspapers and magazines from various publishers available on the German market can be viewed and purchased. Besides the possibility of purchasing magazines individually or via subscription as an e-paper in digital, leaf-through format, readers will also be able to take out traditional subscriptions with the publishing groups represented at vPaper in the future.

Digiden: Digital Reader: The leaf-through e-paper for your publications

The Digital Reader transforms your PDFs into leaf-through e-paper formats, which you can then integrate into your website with a preview.

This Digiden product is a cost-effective do-it-yourself tool. After converting your PDF file, you can integrate one of five optional preview formats into your website using the code supplied, which then links to a full view.

Find out more at www.digital-reader.eu.

Telekom: Advertising Forms Showcase 2005

T-Online’s Advertising Forms Showcase is an interactive explanation of the different forms of advertising that can be placed on the T-Online portal. It involves a Flash-based application which can be viewed online and offline across all platforms. The showcase was developed using the Flash and XML programs.

Musicload: New releases online campaign

Musicload is Germany’s largest music portal. In the current online campaign, DIGIDEN uses streaming banners (integration of music videos and sound into the advertisement) to advertise the new releases from Keane, Nelly Furtado, Sportsfreunde Stiller and Reamonn.

Telekom: T-Online gaming banner

Digiden has developed special banners for Deutsche Telekom’s server products to encourage gaming enthusiasts to set up their own game server. The entertaining themes for the mini games were conceived, designed and programmed by Digiden.

Telekom: Products online campaign

We regularly develop online campaigns to advertise products such as Internet access and telephone rates for Deutsche Telekom. Recent examples include XXL-Fulltime and Rechnung-Online.

T-Home: Hosting landing pages

Digiden created two different landing pages for the T-Home hosting services division which were compared in an A/B test.