The target group of Doppelherz are senior citizens. They can mostly be found going to cultural events, which we decided to crash. So we staged poetry readings in Berlin and Hamburg, effectively creating the world’s first commercial break in a poetry reading.

The audiences reaction, which we measured in eighteen individual interviews after the performance was clear: All the guests really enjoyed the Doppelherz poems and the new advertising platform. A lot of the viewers even found our surprise show more entertaining than the actual program. The Doppelherz brand was also perceived as much more positive and likeable than before.Due to the enthusiastic response we are now planning nation-wide Doppelherz readings in 2009, as well as numerous other special appearances at selected cultural events.