Kpn Promo, Case study SHORTEST COMMERCIAL BREAK EVER by TBWA\Neboko Amsterdam

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Industry Сable/Satellite television, Website
Media Promo & PR, Case study
Market Netherlands
Agency TBWA\Neboko Amsterdam
Creative Director Martijn Van Marle, Peter Van Rij
Producer Monique Van Smaalen
Editor Robert Vink
Released December 2010

Credits & Description

Category: Commercial Public Services incl. Healthcare & Medical
Advertiser: KPN
Date of First Appearance: Dec 29 2010
Entrant Company: TBWA\NEBOKO, Amsterdam, THE NETHERLANDS
Creative Director: Martijn van Marle (TBWA \ Neboko)
Creative Director: Peter van Rij (TBWA \ Neboko)
Creative Managing Director: Bas Engels (TBWA \ Neboko)
Producer: Monique van Smaalen (TBWA \ Neboko)
Editor: Robert Vink (TBWA \ Neboko)
Client Services Director: Valérie Dekeuwer (TBWA \ Neboko)
Account Manager: Martijn Pots (TBWA \ Neboko)
Sound Design: MassiveMusic (MassiveMusic Amsterdam)
Post Production: the Ambassadors (the Ambassadors)
Strategy Director: Marc Leurs (TBWA \ Neboko)
Planner: Joost Vianen (TBWA \ Neboko)
Media placement: Television Commercial - RTL 8, AT5 - 29-12-2010
Insights, Strategy & the Idea
Because of the new possibilities linked to KPN’s Interactive Television (digital television), the way people watch television has changed. People no longer watch real-time television, but record it. They start watching it a little later in order to fast forward the commercial blocks and finish watching at approximately the same time the real-time broadcast ends. In this way you can avoid the commercials and watch TV more efficiently.
Creative Execution
Based on the mentioned perspective, we have demonstrated what a commercial block could look like with KPN’s Interactive TV. We fast-forwarded a complete commercial block which would normally last three minutes and reduced it to approximately 30 seconds.
Results and Effectiveness
This commercial was included as a stunt to supplement KPN’s regular Interactive TV campaigns. We have no further results of this.