| Title | DAY & NIGHT |
| Brand | E-PLUS MOBILFUNK |
| Product/Service | BASE |
| Category |
A01. USE OF SCREENS IN A MEDIA CAMPAIGN |
|
Media Agency
|
INITIATIVE MEDIA Hamburg, GERMANY
|
|
Entrant Company
|
INITIATIVE MEDIA Hamburg, GERMANY
|
|
Media Agency 2
|
INITIATIVE MEDIA Hamburg, GERMANY
|
Credits
| Lukas Brocks |
Initiative |
Innovations Executive |
| Jörn Illing |
Initiative |
Unit Head Innovations |
| Klaus Laddey |
Initiative |
Executive Director |
| Christine Steinert |
Initiative |
Client Service |
| Eeva Nedden |
Initiative |
Group Head Tv |
| Ellen Schmitt |
Initiative |
Chief Value Officer |
| Nina Lück |
El Cartel Media |
Project Manager |
| Martin Wendler |
El Cartel Media |
Project Manager |
Results and Effectiveness
The multi-screen product placement on all three channels of “Berlin – Tag & Nacht” (TV, mobile app and social media) harmoniously integrated the brand into the daily life of the characters and had a significant impact on all set goals.
Unaided brand awareness: + 105%
Relevant set: + 129%
„BASE is a brand for young people“: + 50% affirmation
Creative Execution
The TV show is something very unique in the German media landscape: The story is actually happening on Facebook (> 3 million fans), gets aired as a daily summary on TV (> 1 million viewers) and the viewers are highly active on the second screen (> 1.5 million app downloads). In consequence, BASE had to be placed on all three channels. But since BASE is a service provider and cannot place a concrete product, their Berlin flagship store, the “BASE_camp”, was used as filming location and integrated into the daily action. Over 6 months, in 22 TV-episodes and with up to four characters, the BASE_camp became a dynamic hub and the brand a daily companion for the vivid story. Video and photo posts featured key moments of the BASE storyline on Facebook and branded app features pushed the second screen interaction within the “Berlin - Tag & Nacht” community.
Insights, Strategy and the Idea
Because young people prefer competitors over German Telco brand BASE, the campaign in fall 2013 ought to focus on the segment of young adults (20-29y) in addition to the classic TV flight for adults (20-49y). To push brand awareness within this segment, BASE wanted to position itself as “brand for young people”. But as young people distrust direct sales communication and rather rely on their social communities and opinion leaders we had to find an indirect and subtle way of communicating authentically in order to move BASE into the relevant set. Staging BASE inside of Germany’s largest interactive community – fans of the scripted reality show “Berlin – Tag & Nacht” – should not only grant access to role model driven and authentic communication within an opinion leader environment but also combine a Facebook community with the high reach of a popular TV show. Our idea: A multi-screen product placement.