Migros Design & Branding, Case study, Making of ANYTHING TO PAY THE RENT by Jung Von Matt/Limmat Zurich

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ANYTHING TO PAY THE RENT

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Industry Retail, Distribution & Rental companies
Media Design & Branding, Case study, Making of
Market Switzerland
Agency Jung Von Matt/Limmat Zurich
Executive Creative Director Alexander Jaggy
Creative Director Michael Rottmann
Art Director Patrick Beeli, Wim Roelfs
Copywriter Samuel Christ
Producer Alexander Mazzara
Account Supervisor Fabian Röthilsberger
Released October 2011

Credits & Description

Category: Best non-fiction program, series or film where a client has successfully created a reality, documentary or light entertainment show around a product(s) or brand(s)
Advertiser: MIGROS-GENOSSENSCHAFTS-BUND
Product/Service: M-BUDGET
Agency: JUNG von MATT/LIMMAT
Executive Creative Director: Alexander Jaggy (Jung Von Matt/Limmat)
Creative Director: Michael Rottmann (Jung Von Matt/Limmat)
Copywriter: Samuel Christ (Jung Von Matt/Limmat)
Art Director: Wim Roelfs (Jung Von Matt/Limmat)
Art Director: Patrick Beeli (Jung Von Matt/Limmat)
Graphics: Alexander Schradt (Jung Von Matt/Limmat)
Account Supervisor: Fabian Röthilsberger (Jung Von Matt/Limmat)
Account Manager: Michèle Gutmann (Jung Von Matt/Limmat)
Account Manager: Daniel Nessler (Jung Von Matt/Limmat)
Account Executive: Christian Brütsch (Jung Von Matt/Limmat)
Public Relations: Phlipp Bühler (Jung Von Matt/Limmat)
Agency Producer: Ilonka Galliard (Jung Von Matt/Limmat)
Art Buyer: Erasmo Palomba (Jung Von Matt/Limmat)
Producer: Alexander Mazzara (Joiz)
Camera: Yves Schifferle (Joiz)
Camera: Karim Patwa
Programmer: Stephan Meier (Edge5)
Programmer: Andras Glutz (Jung Von Matt/Limmat)
Media placement: Registration Phase - Online / Website - 17.08.2011
Media placement: Online Promotion / User Set First Task - Webpage 20min.ch - 26.9.2011
Media placement: TV Broadcast (6 TV Live Programms) - Joiz TV - 03.10.2011

Campaign Description
Our challenge was to make the M-Budget brand relevant to young adults. These young people live in shared flats, and on the internet. They haven't cared about traditional channels or platforms for years.

Effectiveness
We created the first interactive reality show, controlled by the online community. It's the ultimate battle, in which 5 teams of flatmates battle it out for the ultimate prize: an entire year of rent. The show ran on TV and enabled direct, real time interaction with the public via an internet platform. Viewers could decide just how extreme each battle would be. After each challenge, the community of viewers was mobilised on Facebook, and then asked to decide which team would have to exit the challenge. The M-Budget Ultimate Flat Challenge became brand entertainment: we turned out 5, live, celebrity-filled TV shows, and put over 100 highly professional film clips on the platform.

Implementation
The users decided how extreme each battle of the M-Budget flat challenge would be. The first challenge: clean up a flat that's been obliterated by a party, in swimwear. Next flatmates were dropped off 200km away from home, without maps, money, or mobile phones, and told to find their way back. Then the teams were asked to make modern music with old people.

Outcome
Users spent an average of 19.5 minutes on the platform. Far more than an average user spends on Facebook. 220,000 minutes of film were viewed on the platform, and users spent 2,180,000 minutes on the website. M-Budget became the most popular show for young adults in any media. Moreover, it's going to be even bigger and better next year.