Nbc Universal DM, Case study LAST CALL by Jung Von Matt/Spree Berlin

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Industry TV Channels/Radio Stations and Programmes
Media Direct marketing, Case study
Market Germany
Agency Jung Von Matt/Spree Berlin
Director Milo Heller
Copywriter Andreas Henke
Released January 2010

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Product/Service: 13TH STREET - TV CHANNEL
Agency: JUNG von MATT
Date of First Appearance: Jan 21 2010 12:00AM
Entrant Company: JUNG von MATT, Hamburg, GERMANY
Entry URL: http://awards.jvm.com/spree/2010/cannes/last-call
Copywriter: Andreas Henke (Jung von Matt)
Idea/Concept: Andreas Henke (Jung von Matt)
Production Company: (Film Deluxe GmbH Berlin)
Executive Producers: Glenn Bernstein/Juergen Krause
Producers: Katharina Strauss/Stephen Pauly
Director: Milo
DOP: Carlo Jelavic
Editor/Motion Graphics: Daniel Kundrat (Film Deluxe GmbH Berlin)
Postproduction Producer: Marion Dopfer (Film Deluxe GmbH Berlin)
Composition: Dennis Beckmann/Kai Beisner (NHB Studios Berlin)
Sound Engineer/Sound Design: Julian Holzapfel (NHB Studios Berlin)
Producing: Simone Legner/Tim Tibor (NHB Studios Berlin)
Grading: Mike Friedmann (NHB Studios Berlin)
Foley Artist: Takis Christos Sariannidis
Foley Recordist: Michael Tibes
Voice Actors: Sarah Riedel/Udo Knierim
Software Developer: Alexandra Ion (Powerflasher GmbH)
Account Manager: Constanze Leinweber (Powerflasher GmbH)
Distribution/Account Manager: Juergen Day/Florian Hilga (Telenet)
Development: Andreas Fritz/Martin Prangenberg (Telenet Detlev Artel, Aixvox)
Media placement: Spot/ Mobile - Cinema - 21 January 2010
Describe the brief/objective of the direct campaign.
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.
Explain why the creative execution was relevant to the product or service.
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 with reference to the projected response rates and desired outcome.
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 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.
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.