Der Spiegel DM, Case study The Soap of Your Choice by Interpol+ Berlin

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The Soap of Your Choice

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Industry Magazines
Media Direct marketing, Case study
Market Germany
Agency Interpol+ Berlin
Released September 2009

Awards

Cannes Lions 2010
Direct Lions - Bronze

Credits & Description

Type of entry: Product & Service
Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: SPIEGEL ONLINE
Product/Service: PARTICIPATION IN THE GENERAL ELECTION 2009
Agency: INTERPOL+- Berlin, GERMANY
: Lars Ruehmann (Interpol+-)
: Dominik Anweiler (Interpol+-)
: Ingmar Bartels (Interpol+-)
: Sebastian Behrendt (Interpol+-)
: Sean Kirby (Interpol+-)
: Ingo Fritz (Interpol+-)
: Mark Hoefler (Interpol+-)
: Jan Paebke (Interpol+-)
: David Krumwiede (Interpol+-)
: Björn Ulrich ()
: Mathias Mueller-Using (Interpol+-)
: Stefan Duscha (Studio Hamburg)
: Holger Heinssen (Studio Hamburg)
: Meibrit Ahrens ()
: André Erkau ()
: Macbook White ()
: Matthes Reischel (Studio Hamburg)
: Ufa TV & Spielfilm Produktion ()
: Beckoffice ()
: Macbook White ()
Media placement: Website - Online - 01/09/2009
Describe the brief/objective of the direct campaign.
Political participation of young people is in decline: The percentage of young adults taking part in elections is decreasing constantly and faster than in any other age group. Young people don´t seem to see any connection between their struggles in lives and politics. Typically Vote-now!-campaigns mostly miss the simple point, why young people should vote.
Explain why the creative execution was relevant to the product or service.
Election programs became scripted entertainment. Economic, social and political issues relevant for today’s youth are featured in each of the four episodes, including the legalisation of cannabis, gay marriages, minimum wage, double citizenships, the war in Afghanistan or dismissal protection. A total of 17 topics were featured in the episodes.Playing with the clichés of soap operas, the cast includes all types of celebrities for instance a German soccer star, a TV judge, models and many more.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Time for Decisions: The Soap of your Choice is an interactive soap opera. Young people experience how political decisions can influence their life. Storylines feature typical soap opera topics such as love, drugs, unemployment, sex and crime but follow strictly the argumentation of the official election programs of the five parties represented in the German Parliament. In the end of each episode, viewers are asked to vote for a party, to watch one of five endings. The endings differ significantly according to the position of the parties. Based on the assumption, that each party can realise its election programe completely.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Time for decisions ran in the four weeks before the general election 2009. More than 1.000.000 viewers followed the four episodes.On social networks sites users discussed the different endings intensively. The soap opera became a press topic in Germany and abroad.