| Title | THE FIRE PORTRAIT |
| Brand | NBC UNIVERSAL GLOBAL NETWORKS DEUTSCHLAND |
| Product/Service | 3RD SEASON CHICAGO FIRE |
| Category |
B03. Use of Social Platform(s) in a Promotional Campaign |
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Entrant Company
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HEYE Munich, GERMANY
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Advertising Agency
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HEYE Munich, GERMANY
|
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Media Agency
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MEDIACOM Munich, GERMANY
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Production Company
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SKYNAMIC Mainz, GERMANY
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Credits
| Thorsten Adenauer |
Heye Gmbh |
Creative Director |
| Tobias Bundt |
Heye Gmbh |
Creative Director |
| Andreas Heuschneider |
Heye Gmbh |
Art Director |
| Gabriel Döll |
Heye Gmbh |
Copywriter |
| Amadeus Weineck |
Heye Gmbh |
Graphic Designer |
| Jessica Aumayer |
Heye Gmbh |
Account Manager |
| Jasmin Seitel |
Heye Gmbh |
Account Director |
| Thomas Ardelt |
|
Illustrator |
The Brief
As a small pay TV channel, the media and production budgets of our client Universal Channel are very limited. We were asked to promote the new season of the American TV series “Chicago Fire”, that is not very well known in Germany. In order to achieve higher viewing numbers – also in a long-term perspective – we wanted to create a loyal fan base.
To realize this goal within the given budget, we had to provide a unique experience to the existing Facebook community.
Campaign Success
It’s not easy to communicate with the right target group: Only 20% of German households receive Pay-TV Channels, Universal Channel is one out of 90. In this case, a single TV commercial would have caused a high coverage waste. Our idea: Creating an unforgettable event together with the existing Facebook community. Our objective: Let the fans themselves talk about the event and the new season.
Describe the success of the promotion with both client and consumer including some quantifiable results
The Fire Portrait spread like wildfire in social and classic media. Through the live event, an online video documentation, a website, print ads and even more so – a TV commercial, the Fire Portrait inspired many more than just German Chicago Fire fans to watch the new season.
The response was amazing: Our online video achieved more than 2,2 million views within one week. The Facebook community spread the Fire Portrait all over the world – even Taylor Kinney, who stars as lieutenant Kelly Severide, retweeted it. Finally our client reached his best series kick-off in history and “Chicago Fire” became one of the top series on Universal Channel.
Explain why the method of promotion was most relevant to the product or service
The American TV series „Chicago Fire“ had a fairly small German fan base. We were asked to change that by promoting the new season with a low-budget TV commercial.
To turn viewers into fans, we created more than just a TVC. Our idea: Creating an unforgettable event together with the existing Facebook community. We invited them to ignite the world’s largest flaming image – a portrait of Chicago Fire’s main character lieutenant Kelly Severide.