The Sneak Preview Serviceplan Munich para Saturn

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The Sneak Preview

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Sector Electrodomésticos , Tiendas al por menor y Alquiler
Media Digital, Direct, Case study
Mercado Alemania
Agencia Serviceplan Munich
Chief Creative Officer Alexander Schill
Executive Creative Director Matthias Harbeck, Sandra Loibl
Art Director Thomas Wiegand, Damian Sturm, Thomas Heckenberger
Agencia de production Hmmh Multimediahaus
Director Anno Strodthoff
Publicado abril 2016

Premios

Golden Awards of Montreux 2017
Direct Marketing Direct Response Digital Marketing Gold Medal

Creditos y descripciones

Agency: Serviceplan Munich, Germany
Client: Saturn Elektro-Handelsges. Mbh
Product: Juke!
Entrant: Serviceplan Munich, Germany
Title: The Sneak Preview
Product/Service: Juke!
Idea Creation: Serviceplan Munich, Germany
Additional Company: Hmmh Multimediahaus Bremen, Germany
Additional Company 2: Plan.Net Munich, Germany
Chief Creative Officer: Alexander Schill (Serviceplan)
Executive Creative Director: Matthias Harbeck (Serviceplan)
Executive Creative Director: Sandra Loibl (Serviceplan)
Creative Innovation Director: Franz Roeppischer (Serviceplan)
Creative Innovation Director: Lorenz Langgartner (Serviceplan)
Copywriter: Sebastian Meyer (Serviceplan)
Art Director: Damian Sturm (Serviceplan)
Art Director: Thomas Heckenberger (Serviceplan)
Art Director: Thomas Wiegand (Serviceplan)
Customer Consulting Account Supervisor: Dr. Alexander Monagas (Serviceplan)
Creative Producer: Hendrik Sommerfeld (Freelancer)
Unit Director: Anno Strodthoff (hmmh multimediahaus)
Consultant: Andreas Precht (hmmh multimediahaus)
Project Management & Operations: Nicole Baessler (hmmh multimediahaus)
The Campaign
INSIGHT:
When it comes to television there’s one natural law: the higher the quality of content, the stronger its force of attraction. That’s why people spend fortunes on entertainment and technology like TVs. Surprisingly good content hasn’t been used in the place where TV aficionados spend hours: in the online shop of tech retailers.
IDEA:
In the online shop of SATURN – one of Germany’s biggest tech retailers – we surprised people looking for a new TV with a spectacular experience: we turned the previously unused placeholders in the TV preview screens into ad space for JUKE! by showing parts of the latest JUKE! content – blockbusters, family content, series and much more. An unexpected yet even more convincing sales presentation which caught visitors attention and gave them a truly entertaining preview of their new TV along with a combo offer of TV plus JUKE!.
Creative Execution
The best TVs deserve the best content. This was the core of the idea and the guiding principle in implementing THE SNEAK PREVIEW. For two weeks, all new smart TV models in the online shop of SATURN streamed the latest movies and series – hours of great JUKE! content, individually targeted based on the user’s interests. This meant that the valuable JUKE! content was free to watch – but only in a relatively small format. This allowed us to get visitors hooked – and if they wanted more, they had to become JUKE! customers.
Results
Using this totally new media space and individually targeted content we made JUKE! relevant for TV aficionados as a smart alternative and serious contender in the online entertainment sector. It was a win-win situation for JUKE! and SATURN: visitors to the SATURN online shop stayed 3 times longer than usual and 80% took the offer, resulting in hundreds of new customers for JUKE!.
In order to promote the new video streaming platform JUKE!, we chose the most direct way with the most relevant – yet previously unused – media space: the TV screens in the online shop of one of Germany’s biggest tech retailers. By providing a surprising benefit – customers could watch the latest movies and series directly on their potential future TV – we achieved an outstanding reponse: over 80% took the associated combo offer.
Almost everyone owns a TV. However more and more people aren’t satisfied with free-TV anymore and are switching to smart TVs, pay-TV and streaming services. Hence our target audience is quite broad, consisting of men and women aged between 18 and 55 – all searching online for a new smart TV.
The strategic core of the idea was relevance: we approached people who were looking for a new TV and therefore likely interested in great content.
We approached them not with any content, but with individually targeted content based on their interests: sci-fi films for males interested in tech and geek culture. family content for people with children or grandchildren.
This made JUKE!’s entertainment package instantly relevant, with the convenient, one-stop-purchase combo offer sealing the deal.