Title	GIGATV SNEAKY PREVIEW
Brand	VODAFONE
Product/Service	VODAFONE GIGATV
Category	C01. Online Ad
Entrant	JUNG VON MATT Hamburg, GERMANY
Idea Creation	JUNG VON MATT Hamburg, GERMANY
Production	SUXEEDO Berlin, GERMANY

Name	Company	Position
Jens Pfau	Jung von Matt	Executive Creative Director
Robert Andersen	Jung von Matt	Executive Creative Director
Alexander Norvilas	Jung von Matt	Creative Director
Henning Müller-Dannhausen	Jung von Matt	Creative Director
Lars Wippermann	Jung von Matt	Copywriter
René Requardt	Jung von Matt	Client Service Director
Meral Senne	Jung von Matt	Senior Projectmanager

Background

With the growing number of films and series to choose from people search longer for their perfect entertainment. Up to 16 minutes pass before a decision is made on what to watch either on a streaming service or on regular television. Fortunately, Vodafone GigaTV has a cross-platform search- and recommendation-function, that suggests what people like, based on their watching behavior.

Describe the strategy

Our target group (people running a household between 20-45 years old) search on a second screen for entertainment inspiration. In order to create awareness for the Vodafone GigaTV we unboxed its intelligence and made product experience available to everyone on Google.

Describe the execution

We analyzed the monthly trending keywords regarding entertainment and then infused Googles auto suggestion algorithm with the proper GigaTV answers. With our customers help and search-engine-optimization we were able to make GigaTVs entertainment suggestions visible to everybody searching Google for entertainment. And making our ad experience the best user experience. Keywords like “best films” (beste filme), “Stranger Things” and “shows on” (serien auf) found exactly what people wanted – but recommended by Vodafone GigaTV.

List the results

GigaTV became the most clicked product for the keywords “beste filme”, “stranger things” und “serien auf”. The suggestion “beste filme sofort auf vodafone gigatv” was viewed 100.000 times, 8.200 times clicked and ranked before Sky Entertainment. The Google suggestion “serien auf vodafone gigatv” was viewed 80.000 times, 6.300 times clicked and ranked even before amazon prime.