Cannes Lions
SEVENONEMEDIA, Unterfoehring / OPEL / 2012
Overview
Entries
Credits
Description
The demand for Branded Entertainment concepts has greatly increased in Germany over the past 2 years with the potential for turnover growing by 15% compared to 2011. German legislation defines it as ‘any marketable type of connection between products, brands or services with a format’s content, a format’s brand and a channel’s brand’. Hence, many types of special advertisement belonging to Branded Entertainment (e.g. sponsoring, licensing, sweepstakes) have been allowed long before product placement was permitted in Germany. Defined as: a product’s, service’s or brand’s textual or visual integration into an editorial content for advertising purpose, which generates remuneration or cuts production costs and exceeds an amount of 1% of the entire production costs, product placement, is generally allowed in motion pictures for cinema and television, series, sports and entertainment programs. It remains prohibited in children’s programs, documentations and news. Product placement mustn’t be an immediate request for purchase and cannot contain promotional clues. The editorial independence must be guaranteed.
Execution
Within the core target group (women, 14-29 years) the average market share of the first 6 episodes is 34.5%. Analysing the sequences with product placements shows, that during the Berlin tour the ratings were hardly affected but in the course of the L.A drifting challenge gained 7% points with female viewers between 14 and 29 years, peaking with an excellent 27% market share.
Outcome
The following extracted findings are based on 2 follow-up surveys analysing the Opel product placements. One of the tested episodes showed only an Opel sponsoring; the other episode included an Opel sponsoring and product placement. This design allows comparing the impact of a sole sponsoring with the combined approach of sponsoring and product placement. When asked which brands could be linked to the sponsored episode, 21% of the audience remembered Opel without having been given any clues, and 29% of the viewers of the sponsoring and placement episode answered Opel as well.
Both figures are quite high considering the fact that these were spontaneous answers. Comparing the figures shows that the episodes including the additional product placement increase the recall of Opel and insure the brand being on top of the mind. The unsupported advertiser recall of Opel’s sponsoring of Germany`s Next Topmodel - by Heidi Klum scored 22% in the viewer group having seen only the sponsoring. However, this excellent result was topped by the sponsoring and placement episode, which enabled an impressive 34% of the viewers to recall the brand. The sponsor's presence and thus the viewer's awareness of the brand were largely increased by the placements.
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