Title	GIGATV SNEAKY PREVIEW
Brand	VODAFONE
Product/Service	VODAFONE GIGATV
Category	B07. Use of Digital Platforms
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

Why is this work relevant for Media?

With the Sneaky Preview idea we could reach a massive amount of google users, that weren’t even looking for any entertainment product. With a bot network, own clicks and search engine optimization we were able to sneak into Googles search bar and address everyone seeking for entertainment.

Background

Vodafone GigaTV comes with a search- and recommendation function that suggests entertainment across every available platform based on your individual watching behavior. A feature that saves the average 16 minutes of deciding what to watch on which service. By automatically suggesting a likely searched keyword, Googles search bar does the same thing. Since everyone is using Google for searching good entertainment anyway it was the perfect opportunity to make GigaTVs prime feature experienceable directly on google. By precise Search Engine Optimization we could make GigaTV recommend the most searched Keywords regarding entertainment on Google. And thereby make the search bar to our unlikely ad space.

Describe the creative idea / insights (30% of vote)

People spend 16 minutes on deciding what to watch on either streaming services or linear television. That is a lot of time they don’t actually spend an entertainment itself. Vodafone GigaTV has a cross-platform search- and recommendation function that saves users exactly this time by recommending them entertainment based on their daily watching behavior. To proof GigaTVs advantages to non-users we made the feature experienceable in Googles search bar which does pretty much the same job as GigaTVs recommendation-engine.And by precise search engine optimization we make our ad experience already to the user experience of GigaTV.

Describe the strategy (20% of vote)

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 (20% of vote)

To get into Googles Search bar 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 user experience. Keywords like “beste filme”, “Stranger Things” and “serien auf” led users to their awaited answer – but recommended by Vodafone GigaTV. Just like the actual GigaTV Box would do. But not only this. Users were also directly led to our product page and saw what they just experienced.

List the results (30% of vote)

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.