Calanda and Eichdorf
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Challenge
In the highly competitive beer market, standing out requires more than just great taste—it demands strong consumer connections. Swiss beer brands Calanda and Eichhof needed to increase brand visibility and engagement while staying authentic to their regional identities.
The key challenges were:
- Delivering personalized, hyper-relevant messaging to consumers in real-time.
- Leveraging environmental factors like weather and location to maximize ad impact.
- Ensuring high visibility and recall in a market saturated with beer advertising.
- Merging creative storytelling with precision targeting to build emotional connections
Solution
We developed a highly dynamic, data-driven campaign that combined weather-triggered ads and hyperlocal messaging to engage consumers in their exact surroundings and context.
- Calanda’s Weather-Based Advertising: A weather-sensitive online campaign adjusted messaging dynamically based on local conditions, making ads more relevant and engaging.
- Eichhof’s Hyperlocal Targeting: Geo-specific ads used localized humor and references to strengthen the emotional bond between the brand and its consumers.
- Multi-Channel Execution: The campaign leveraged real-time personalization, large-format digital placements, and premium Swiss media platforms to ensure maximum visibility.
Results
The precision-targeted campaign delivered exceptional engagement:
🚀 Calanda achieved a strong 3.5 frequency per Unique User, ensuring repeated exposure.
🎯 Eichhof reached 6.5 frequency per Unique User, driving deep engagement.
📊 Viewability Rates: 86% for Calanda, 76% for Eichhof, proving strong ad effectiveness.
💡 Significant brand recall boost, with location-based and weather-adapted ads making a lasting impression.
Outlook: What could be next for Calanda & Eichhof?
With data-driven hyperlocal targeting now established, Calanda and Eichhof can further enhance consumer relevance and engagement. Within TRG’s Five Pillars, the next logical steps include:
✔ Optimization & Automation – Using AI-driven ad automation to further refine dynamic messaging in real time.
✔ Data Monetization – Leveraging campaign engagement data to optimize media spend and target high-value consumers more effectively.
✔ Go-to-Market Expansion – Extending the personalized advertising model to other seasonal moments and regional events, ensuring continuous brand engagement.
By scaling their precision-targeting strategy, Calanda and Eichhof can strengthen consumer loyalty, maximize ad efficiency, and solidify their position as Switzerland’s most connected beer brands.
This case was implemented by Converto.