Salzburg AG relies on AI image generation – a complete success!
Intro
The world of digital marketing is full of challenges. One of them is finding the perfect imagery that embodies a brand’s message. This was also the challenge Salzburg AG, an Austrian energy and infrastructure service provider, faced when it planned a full-funnel online campaign together with e-dialog to promote its Solar.Dach calculator. e-dialog was entrusted with the creative concept, overall implementation, and delivery of the campaign. The combination of a full-funnel and multi-channel strategy with generative AI delivered outstanding performance results.
The case study with all details is also available as a PDF download!
Challenge
The right creative direction was found quickly, but the right imagery—showing modern Solar.Dach roofs in an idyllic regional landscape—seemed impossible to find. After all, Salzburg AG is a regional provider promoting a product that is specifically relevant to the region. The problem: no stock material could convey the necessary local authenticity and uniqueness.
Goals
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Promotion and marketing of Salzburg AG’s Solar.Dach calculator
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Creation of bespoke imagery that conveys the region’s feel and landscape as well as the company’s values
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Time- and cost-efficient implementation
e-dialog developed unique visuals for us that saved us time & money!
Benjamin Weisshaupt-Moser, Marketing & Brand Management, Salzburg AG
Measures
e-dialog found the solution to this challenge in generative AI—specifically, using the AI image generation tool Midjourney. This technology enabled e-dialog’s experienced prompt engineers to create bespoke images that perfectly capture the feel of the region and the company’s visual world—enhanced with modern Solar.Dach roofs and an individual touch.
Style and colour palette were deliberately chosen, and the AI prompts were refined until the perfect image was generated. An image that authentically reflects Salzburg AG’s values: regionality, green energy, reliability, and approachability. An image that fits the campaign perfectly and shows potential customers precisely what they are getting: a modern Solar.Dach roof and green energy in their region.
Results
The generated images, combined with a compelling communication concept and data-driven delivery, were convincing. The campaign achieved over 510 direct enquiries with an increased click-through rate of +76%. Cost per click was reduced by -37%, while the ad recall rate increased by +32%. And all of this within a campaign duration of just 3 weeks.
Thanks to the Meta Ads activities with a 2-funnel approach, both the awareness of the Solar.Dach calculator and the quality traffic to the landing page were increased. Overall, the Solar.Dach calculator was started more than 1,000 times and completed more than 830 times as a result of the paid social ads.
In addition, 27 initial offers, including completed lead forms, were generated.
- % Cost per click
- % Click-through rate
- % Ad recall rate
A clear indication that bespoke and compelling creatives deliver better performance. The project demonstrates the immense potential of generative AI in advertising: personalised, unique, and regionally tailored images can significantly improve marketing efforts—because no competitor can use the same image.
It is an efficient and innovative solution that both saves time and opens up new creative possibilities.
At e-dialog, creativity and technology have always gone hand in hand to create impactful and authentic messages. Image generation with generative AI tools is just a small part of what e-dialog delivers together with clients.
