CULTURE by Jung Von Matt/Alster Hamburg for DMAX

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CULTURE

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Germany
Agency Jung Von Matt/Alster Hamburg
Creative Director Fabian Frese
Copywriter Torben Otten, Georg Baur
Account Supervisor Julia Figur
Released January 2010

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: DMAX TV
Product/Service: TV PROGRAMME
Agency: JUNG von MATT
Date of First Appearance: Jan 22 2010 12:00AM
Entrant Company: JUNG von MATT, Hamburg, GERMANY
Chief Creative Officer: Armin Jochum (Jung von Matt)
Creative Director: Fabian Frese (Jung von Matt)
Copywriter: Torben Otten (Jung von Matt)
Copywriter: Georg Baur (Jung von Matt)
Art Direction: Tilman Gossner (Jung von Matt)
Graphic Designer: Johannes Riffelmacher (Jung von Matt)
Account Supervisor: Julia Figur (Jung von Matt)
Account Manager: Nils Stig Frommann (Jung von Matt)
Advertiser’s Supervisor: Andreas Duerr (DMAX TV)
Advertiser’s Supervisor: Eike Immisch (DMAX TV)
Media placement: Mailing - Send out to registrated DMAX- Viewers - 22.01.2010

Results and Effectiveness
Within a short time, the 'culture' sticker became a collectible and DMAX viewers all over the country requested their personal copy. The feedback from the client and many viewers: the stickers became a nice gadget for men and resulted in many TV evenings with the DMAX programme. Even though women, girlfriends and roommates were present.

Creative Execution
We invented an educational TV channel. Or, at least, the logo of 'culture' (how we called it). The shape and colour of this logo reminds of a famous franco-german cultural channel. So at first sight every woman was supposed to think: "Oh, how cultural!" The 'culture' stickers were sent by mail to DMAX viewers. And distributed on post cards in many bars and clubs in Germany’s biggest cities. So the campaign was not only adressed to existing viewers but also to new viewers who, till now, hesitated watching TV shows with explosions, motorbikes and trucks.

Insights, Strategy & the Idea
DMAX is Germany's TV channel for men only. The brief was to generate awareness for the programme with a small budget. Many men live with their wife, girlfriend or female roommate. In case they share a TV, these men can not easily watch DMAX, because girls aren't that interested in explosions and motorcycles. We wanted to encourage them to stick to our programme. For the client it helped to raise the awareness of DMAX. And for the audience it was great not hiding their enthusiasm for men's TV anymore. And fool their girls with the 'culture logo' while watching men's TV.