ZULU BFF - BEST FRIENDS FOREVER
| Title | ZULU BFF - BEST FRIENDS FOREVER |
| Brand | TV 2 ZULU AND CARLSBERG |
| Product/Service | MOBILE SECOND-SCREEN APP FOR TV |
| Category |
A01. USE OF MOBILE TECHNOLOGY |
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Entrant Company
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TV 2 DENMARK Copenhagen, DENMARK
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Advertising Agency
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TV 2 DENMARK Copenhagen, DENMARK
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Production Company
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HELLO MONDAY Copenhagen, DENMARK
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Credits
| Kenneth Graupner |
TV 2 MARKETING |
Lead Creative |
| Moses Luxhøj |
TV 2 MARKETING |
Campaign Manager |
| Ida Groth Larsen |
TV 2 MARKETING |
Project Manager |
| Pelle Ammundsen |
TV 2 NETWORKS |
Editor |
| Sune Roland Jensen |
TV 2 NETWORKS |
Head Of Tv 2 Networks |
| Morten Kjær Petersen |
TV 2 MARKETING |
Head Of Marketing |
| Line Sichmann |
TV 2 MARKETING |
Head Of Branding |
| Morten Saxnæs |
TV 2 MARKETING |
Digital Branding Manager |
| Ann Forup |
TV 2 COMMERCIAL PARTNERSHIPS |
Head Of Afp/Branded Content |
| Rasmus Bendtsen |
Carlsberg |
Brand Manager |
| Thomas Busch |
Carlsberg |
Group Senior Creative Manager |
| Taus Abildgaard Andersen |
Nordisk Film TV |
Program Developer |
| Sigurd Bæk Jensen |
Nordisk Film TV |
Tv Producer |
| Mads Laursen |
Nordisk Film TV |
Content Producer |
| Rikke Agersnap |
Hello Monday |
Digital Producer |
| Marcus Fuchs |
Hello Monday |
Art Director |
| Jakob Kahlen |
Hello Monday |
Creative Director |
| Casper Holden |
Hello Monday |
Designer |
| Anders Jessen |
Hello Monday |
Technical Director |
| Lasse Korsgaard |
Hello Monday |
Lead Developer |
Creative Execution
The TV program premiered on TV 2 ZULU on August 25th, which also was the release date for the app. We combined both TV2 and Carlsberg’s platforms and through a cross media campaign consisting of TVC, Facebook, banners, outdoor, print, PR and even special edition Carlsberg beer cans we directed people to our campaign site. The main focus of the site was to explain people how to get the full experience of ZULU BFF and to get people to download the app. The show ran for 14 weeks and during this period you were able to use the app simultaneously.
In the months leading up to the premiere Zulu BFF had extensive press coverage in most national newspapers and features on several online media sites and blogs.
On the premiere date Zulu BFF was part of making history on TV 2 Zulu who had the best day ever in regards to the share of TV viewers. Signups on TV 2’s online demand service also increased by over 200% on the premiere date.
The app went straight to nr. 1 in the Danish app-store in the entertainment category and 59% used the app together with friends when they saw the show.
So not only did we get people to watch BFF, we made a TV show about friendship that got friends together in real life. Which makes the whole show a true engaging and interactive friendship experience, that delivers promise on Carlsberg and TV2 ZULU´s core values about cherishing true friendship.
People used to meet up and watch TV together and be social but today people are spending more time on their tablets and phones when the TV is on.
We wanted to re-engage our core audience, and give them a reason to once again meet up in real life.
Combine TV show with second screen and create a new and bigger TV experience that matches the way people consume media today.
An innovative app that gives you a second screen experience, where you can choose between three extra tracks of content, but only watch one at a time on each device. To get all of the content, you have to meet up with your friends. Furthermore the app contains 35 mini games. Each game links up to the action on TV, and lets you compete with your friends at home while the BFFs on screen are doing the same thing.