Marketing textbook, chapter 8

In 2020, the Otto Group launched its most successful Christmas campaign since its market launch. In addition to traditional advertising on television and online video adverts, the company increasingly relied on DOOH (Digital-Out-Of-Home) adverts for this campaign.

As with Bahlsen, Weischer.JvB was responsible for the digital poster adverts in collaboration with the media agency bpn. The Christmas 2020 campaign was themed „Home Nights“ and was intended to emphasise that no matter „who“ or „how“ you spend Christmas with, the festive season has a home, and it is always your own. Due to the ongoing coronavirus pandemic and the resulting uncertain plans for Christmas, Otto was able to tap into current events and the minds of its target group.

In addition to attracting emotional attention, the campaign was intended to encourage consumers to buy; the digital display boards with real-time customisation in particular offered the appropriate incentive to buy. Tailored to the relevant target group, the screens could be adapted to current events, the weather, the time and the location of the digital display. With outdoor advertising alone, the company achieved 230 million contacts through innovative and dynamically customised advertising. Thanks to the DOOH adverts, an advertising recall of 44% was created among the target group and the company increased its brand awareness to 41% (cf. Weischer.media, 2020).

Image description

Three advertising motifs from OTTO to illustrate contextual marketing, based on the factors weather, touchpoint (location) and time.

The image shows three vertical advertising banners next to each other, each connected by a red oval with the corresponding context factor:

• Motif 1: „Weather“ context (left)
  • Picture: A young man relaxes on a red sofa and uses his smartphone. A decorated Christmas tree can be seen in the background.
  • Text: „BAD WEATHER? SHOPPING CAN BE MORE COMFORTABLE.“. At the bottom is the campaign slogan: „CHRISTMAS HAS A HOME: YOURS.“.
• Motif 2: „Touchpoint“ context (centre)
  • Picture: A close-up of the face of a smiling man who appears to be on public transport.
  • Text: „NEXT STOP: YOUR SOFA!“. This message alludes to the customer's current location (e.g. on the train on the way home).
• Motif 3: „Time“ context (right)
  • Picture: A man with a moustache looks up questioningly or expectantly.
  • Text: „WAY TOO EARLY? BUT NOT TO DECORATE!“. The term „SCHMÜCKEN“ is highlighted in bright red lettering.

Sources:

• Weischer.media: Programmatic 1TP5 home nights for Otto; https://weischer.net/de/arbeiten/otto-heimnachten/ (as at 10 January 2026).