Renting films from a video store brings unavoidable disadvantages. The tiresome returning of films or the late fees you can incur, etc. With our campaign, we wanted to make clear that these situations are the past. Before the above-the-line campaign began, we started with a viral campaign to generate attention in the Web community and create interest for the theme. 4 weeks later, TV spots linked to the viral campaign, in which comedian Bastian Pastewka dramatised the negative aspects of video stores in an entertaining way, started to run. At the same time, we presented Videoload as a counter offer. For support, in a film-strip design and using the characteristic copy format "No more...", we created ads in print and online.

The cross-media placement of TV spots and online advertising created extraordinarily high awareness. The spots and promotions achieved a high impact. The number of visits to www.videoload.de increased by 188%; interest in the product increased and, compared to the two weeks before the campaign started, the number of new registrations rose by 333%.