“We’re so happy with Kobler,” says Per Scavenius when we start our digital chat. Per has been a part of the media business for many years and he first heard about Kobler when he was Head of marketing at Verisure.
“I suddenly discovered that the insurance company Homely were advertising cheaper insurances next to an article about Verisure. Naturally, that was not great for us at Verisure as we didn’t want to lose customers to a competitor. When I found out that Homely used Kobler for their ad placements, I immediately called Josefine Aamot, Senior advisor at Kobler. That was the starting point for our business relationship; one that I took with me to Morgenstern,” says Per.
Per Scavenius is now an advisor at Morgenstern; an advertising agency well known for its creative services. In addition to their media services, they also offer their clients full-service solutions. That way they also get a more complete ownership of their clients and their processes.
“In addition to a great creative concept, we believe that many companies would benefit from contextually relevant media services as they can attract more attention. That’s why we’re happy to recommend certain clients contextual advertising through Kobler,” Per continues.
He refers to his clients Widerøe, PowerOffice, and Tomra, all of whom have received great placements and campaign results.
“Mental availability allows us to win the customer over in the long run, but at the same time, we can see that we are in fact winning them over in the short term too! Look at Widerøe for example: having changed the concept of the campaign, they are now visible on the Norwegian market where they also offer their services. Not only do they get high rankings on visibility, they also sell more tickets than before! Our focus on building mental availability means a higher chance that the customer will choose Widerøe next time they are planning a trip.”
What is important for you to focus on at the start of a campaign?
Our focus is to build a solid foundation that we can adjust and build on in order to target our campaigns. A big part of our job is to adapt our campaigns to time them perfectly. Widerøe is a great example of this. The overall concept of the Widerøe campaigns is about creating that “nice feeling” for their destinations. We fine-tuned it even more and placed ads about the city of Bergen next to articles about the resignation of Prime Minister Erna Solberg last autumn. In the end, we had a clean-cut campaign about Bergen since that is where Erna Solberg is from and where she moved back to after her resignation.