13th Street: "(case study) LAST CALL" Online Advert by Jung Von Matt

Type of entry: Use of Direct Marketing
Category: Direct Response Digital: Mobile Marketing
Advertiser: NBC UNIVERSAL GLOBAL NETWORKS
Product/Service: 13TH STREET - TV CHANNEL
Agency: JUNG von MATT Hamburg, GERMANY
Executive Creative Director: Mathias Stiller/Wolfgang Schneider (Jung von Matt)
Creative Director: Andreas Henke/Peter Gocht/Christian Kroll (Jung von Matt)
Art Director: Daniel Leverenz/Marius Bell (Jung von Matt)
Copywriter: Andreas Henke/Peter Gocht (Jung von Matt)
Idea/Conception: Andreas Henke (Jung von Matt)
Account Supervisors: Franzis Heusel/Helen Seiffe/Ruben Donath (Jung von Matt)
Agency Producer: Julia Cramer (Jung von Matt)
Producer: Glenn Bernstein/Katharina Strauß/Stephan Pauly (Film Deluxe Berlin)
Composition: Dennis Beckmann/Elvis Ellington (Nhb Studios Berlin)
Sound Engineer/Sound Designer: Julia Holzapfel (Nhb Studios Berlin)
Producing: Simone Legner/Tim Tibor (Nhb Studios Berlin)
Grading: Mike Friedmann (Nhb Studios Berlin)
Foley Artist: Takis Christos Sariannidis (Nhb Studios Berlin)
Foley Recordist: Michael Tibes (Nhb Studios Berlin)
Voice Actor: Sarah Riedel/Udo Knierim (Nhb Studios Berlin)
Software Development: Alexandra Ion (Powerflasher)
Account Manager: Constanze Leinweber (Powerflasher)
Distribution/Account Manager: Juergen Day/Florian Hilga (Telenet)
Development: Andreas Fritz/Martin Prangenberg (Telenet)
: Detlev Artel (Aixvox)
Describe the brief from the client:
The main objective was to attract a new audience for the 13TH STREET channel. Therefore we decided to create a completely new brand experience with a modern state-of-the-art take on the horror genre and position 13TH STREET as a cutting-edge and innovative channel for horror & crime.
The target audience: Young film lovers, horror and genre enthusisasts.
The user experienced horror like never before. By blending the characteristic gaming element of individual control with cinematic storytelling, the project bridges the gap between game and film and thus allows for a brand new entertainment experience.
Creative Execution:
The film hit its target audience exactly – film lovers at cinemas and festivals.
Worldwide LAST CALL captured absolute attention and kicked off many discussions about the development of the genre. And of course about interactive storytelling in general.
Describe the creative solution to the brief/objective.
Everybody knows the feeling of wanting to warn the victim in a horror film about the impending danger, but it’s impossible.
In horror movies evil spreads fear and terror. The viewer can merely sit and watch. This is how horror films have been working for almost a hundred years. It was about time to change that. We thought about enabling the viewer to contact the victim and help him – or her – to escape.
Therefore we developed a special software that allows for such a dialogue via voice recognition.
Describe the results in as much detail as possible.
The film hit its target audience exactly – film lovers at cinemas and festivals
Worldwide. LAST CALL captured absolute attention, aroused enthusiasm and effectively demonstrated the standards of 13TH STREET. This is evident in the media attention it generated:
- Articles in the largest national and international newspapers (e.g. BILD, DN)
- Features on tv and radio (e.g. BBC)
- Hundreds of articles in film magazines, forums and blogs.
All this became immense value for PR and proved that 13TH STREET is the channel for thriller horror and crime.