ZDF ONLINE DISPLAY MURDER MYSTERY
| Title | ZDF ONLINE DISPLAY MURDER MYSTERY |
| Brand | ZWEITES DEUTSCHES FERNSEHEN |
| Product/Service | ONLINE RETARGETING CAMPAIGN FOR THE CRIME SERIES OF THE GERMAN BROADCASTER ZDF |
| Category |
A03. STORYTELLING |
|
Entrant Company
|
SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency
|
PLAN.NET Munich, GERMANY
|
|
Advertising Agency 2
|
SERVICEPLAN Munich, GERMANY
|
|
Media Agency
|
MEDIAPLUS Munich, GERMANY
|
Credits
| Alexander Schill |
Serviceplan |
Chief Creative Officer |
| Friedrich Von Zitzewitz |
Plan.net |
Chief Creative Officer |
| Markus Maczey |
Plan.net |
Executive Creative Director |
| Axel Thomsen |
Plan.net |
Executive Creative Director |
| Michael Reill |
Plan.net |
Creative Director |
| Bernd Nagenrauft |
Plan.net |
Creative Director |
| Moritz Franke |
Plan.net |
Copywriter |
| Flavio Redlich |
Plan.net |
Copywriter |
| Rolf Eggers |
Plan.net |
Art Director/Agency Producer |
| Reinhard Schneider |
Plan.net |
Account Supervisor |
| Carsten Rossetti |
Plan.net |
Account Supervisor |
| Lynn Halligan |
Plan.net |
Account Supervisor |
| Jochen Lenhard |
Mediaplus |
Media Manager |
| Andrea Koch |
Mediaplus |
Media Manager |
| Vanessa Pick |
Plan.net Media |
Media Manager |
Creative Execution
The realization: our online Display Murder Mystery included seven consecutive episodes – spread across the web for the period of one week. This allowed users to experience real investigative work by simply clicking on one of our exciting online-ads: following clues, collecting evidence, tracing witnesses and chasing the murderer.
The highlight: we gave cookies a whole new function: users didn't have to click their way through to the next clue, instead we kept tracking them down on major websites for one week by using intelligent retargeting.
In a nutshell: a thrilling crime story combined with innovative target group control.
Starting at 43% the interaction rate increased to 80% on the last three clues.
During the week the initial dwell time grew from 1.23 minutes to over 4 and a half minutes.
We reached the younger target group with a combination of a thrilling crime story and smart retargeting.
And in the end we established ZDF as an innovative broadcaster. Why? Because the young viewers were given the opportunity to slip into the role of an online-detective – and experience the thrill of chasing a murderer.
The insight: ZDF is Germany's biggest public broadcaster and is famous for its detective series. But younger viewers aged 20 to 30 spending less and less time watching TV. They prefer to surf the internet instead.
The strategy: first we reach the target group inside the medium they use most: the web. And then we create a gripping crime drama that gives the young viewers an exciting online experience – storytelling is key.
The idea: to stage the first ever online criminal case in Germany – one murder, a thrilling crime-plot with many twists and turns, millions of detectives, lasting a whole week.
Everything is geared to a single goal: catch the murderer, if you can.