Advertising campaign for the relaunch of german free-tv channel DAS VIERTE, part of NBC Universal Global Networks. The briefing said, we´ve got a… Read More
Advertising campaign for the relaunch of german free-tv channel DAS VIERTE, part of NBC Universal Global Networks. The briefing said, we´ve got a new logo, a new claim and we changed our program from old-fashioned, all-time-classics to realtime-entertainment. We´re younger now, more personal and closer to the people! The scope was to develope a strategy for B2C and B2B, to create a claim for the campaign, actions for print, web and guerilla plus a media-strategy and calculation.
The idea we had for the campaign was to show different characters in diverse situations in everyday life. The claim for the campaign says, that everyone is able to get nerved in this situations. But that´s just normal, boring and nothing special.
Wouldn´t it be nice to able to keep being happy, without even think about the situation?! Then you would react special. Then you would be someone special! Someone acting superior without effort is different in a cool way. It makes him attractive and desireable. That´s the impression the people should get of the relaunched DAS VIERTE and the new claim!
The B2B-Mailing was a white business-shirt and as a label you saw a photo, on which the team of DAS VIERTE stands with their pants dropped. The idea was to show, that they are closer to the people now, even to the advertising clients by just showing (almost) everything and being absolutely honest. The text on the card said, that DAS VIERTE ist sorry, but there is no money for impressing their clients anymore. They invested everything in their new program. So instead of fancy presents, they´re now even sending their last shirt. Read Less