Vodafone wanted to reach German gamers and let them know about its fast connection speeds. Rather than trying to reach this audience on social media or follow them around the web, gaming was a natural channel to reach them where they were spending most of their time.
Vodafone chose to work with Anzu, the world’s most advanced in-game advertising platform because its advanced technology allowed Vodafone to programmatically serve blended in-game ads to German players within PC games - something that was not previously possible.
The strategy was to focus on one of Anzu’s biggest and most premium games to target hardcore competitive gamers. The large placements and PC environment made Ubisoft Nadeo’s hit Trackmania an excellent fit for its goal of driving an uplift in product awareness.
To help prove that investments in in-game inventory have a significant effect on brand metrics, the campaign was measured by AudienceProject, whose audience measurement solution was integrated within Anzu’s dashboard to provide Vodafone with real-time campaign data.
"Thanks to AudienceProject’s measurement, we have gained a great deal of knowledge about the effect of doing in-game advertising. This has helped us make informed decisions on how to allocate budget to in-game advertising going forward."
MARCEL ZIELKE
Digital Media Manager, Vodafone
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