CYBER GUERILLA! by Ogilvy & Mather Frankfurt for QVC

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CYBER GUERILLA!

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Germany
Agency Ogilvy & Mather Frankfurt
Executive Creative Director Rob Bruenig
Released November 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: QVC
Product/Service: SHOPPING TV CHANNEL
Agency: OGILVY & MATHER
Date of First Appearance: Nov 3 2009 12:00AM
Entrant Company: OGILVY & MATHER, Düsseldorf, GERMANY
Executive Creative Director: Rob Bruenig (Ogilvy & Mather)
Creative Direction: Martin Seele (Ogilvy & Mather)
Creative Direction: Markus Bredenbals (Ogilvy & Mather)
Art Direction: Simon Goebel (Ogilvy & Mather)
Account Manager: Thomas Mickels (Ogilvy & Mather)
Media placement: Online Ad - Social Media - 03/11/2009
Media placement: Online Ad - Internet platforms on property/furnishing - 03/11/2009

Results and Effectiveness
The result: The new show “Tine Wittlers pralle Wohnwelt” had one of the most successful premieres in the history of QVC Germany. This contributed to a significant number of online shoppers.

Creative Execution
The idea: Cyber guerrilla! Via renowned realty portals, we contacted a number of landlords and installed Tine Wittler and her products in the photos showcasing their properties. That way, the viewers did not only see their apartment-to-be, but also got great ideas for decorating and furnishing it as well!

Insights, Strategy & the Idea
The client’s shopping list: Tine Wittler, a famous German home-furnishing expert, is starting a new TV show on the teleshopping channel QVC. The marketing of the show should use both classical media as well as innovative online ideas, because any product can be ordered at anytime on the Internet.