Title	THE SNEAK PREVIEW
Brand	SATURN ELEKTRO-HANDELSGES. MBH
Product/Service	JUKE!
Category	D01. Acquisitions
Entrant	SERVICEPLAN Munich, GERMANY
Idea Creation	SERVICEPLAN Munich, GERMANY
Additional Company	HMMH MULTIMEDIAHAUS Bremen, GERMANY
Additional Company 2	PLAN.NET Munich, GERMANY

Name	Company	Position
Alexander Schill	Serviceplan	Global Chief Creative Officer
Matthias Harbeck	Serviceplan	Executive Creative Director
Sandra Loibl	Serviceplan	Executive Creative Director
Franz Roeppischer	Serviceplan	Creative Innovation Director
Lorenz Langgartner	Serviceplan	Creative Innovation Director
Sebastian Meyer	Serviceplan	Copywriter
Damian Sturm	Serviceplan	Art Director
Thomas Heckenberger	Serviceplan	Art Director
Thomas Wiegand	Serviceplan	Art Director
Dr. Alexander Monagas	Serviceplan	Account Supervisor
Hendrik Sommerfeld	Freelancer	Editor
Anno Strodthoff	hmmh multimediahaus	Unit Director
Andreas Precht	hmmh multimediahaus	Consultant
Nicole Baessler	hmmh multimediahaus	Project Management & Operations

The Campaign

INSIGHT: When it comes to television there’s one natural law: the higher the quality of content, the stronger its force of attraction. That’s why people spend fortunes on entertainment and technology like TVs. Surprisingly good content hasn’t been used in the place where TV aficionados spend hours: in the online shop of tech retailers. IDEA: In the online shop of SATURN – one of Germany’s biggest tech retailers – we surprised people looking for a new TV with a spectacular experience: we turned the previously unused placeholders in the TV preview screens into ad space for JUKE! by showing parts of the latest JUKE! content – blockbusters, family content, series and much more. An unexpected yet even more convincing sales presentation which caught visitors attention and gave them a truly entertaining preview of their new TV along with a combo offer of TV plus JUKE!.

Creative Execution

The best TVs deserve the best content. This was the core of the idea and the guiding principle in implementing THE SNEAK PREVIEW. For two weeks, all new smart TV models in the online shop of SATURN streamed the latest movies and series – hours of great JUKE! content, individually targeted based on the user’s interests. This meant that the valuable JUKE! content was free to watch – but only in a relatively small format. This allowed us to get visitors hooked – and if they wanted more, they had to become JUKE! customers.

Results

Using this totally new media space and individually targeted content we made JUKE! relevant for TV aficionados as a smart alternative and serious contender in the online entertainment sector. It was a win-win situation for JUKE! and SATURN: visitors to the SATURN online shop stayed 3 times longer than usual and 80% took the offer, resulting in hundreds of new customers for JUKE!.

In order to promote the new video streaming platform JUKE!, we chose the most direct way with the most relevant – yet previously unused – media space: the TV screens in the online shop of one of Germany’s biggest tech retailers. By providing a surprising benefit – customers could watch the latest movies and series directly on their potential future TV – we achieved an outstanding reponse: over 80% took the associated combo offer.

Almost everyone owns a TV. However more and more people aren’t satisfied with free-TV anymore and are switching to smart TVs, pay-TV and streaming services. Hence our target audience is quite broad, consisting of men and women aged between 18 and 55 – all searching online for a new smart TV. The strategic core of the idea was relevance: we approached people who were looking for a new TV and therefore likely interested in great content. We approached them not with any content, but with individually targeted content based on their interests: sci-fi films for males interested in tech and geek culture. family content for people with children or grandchildren. This made JUKE!’s entertainment package instantly relevant, with the convenient, one-stop-purchase combo offer sealing the deal.