Cannes Lions

ZMG (NEWSPAPER MARKETING ASSOCIATION)

OGILVY GERMANY, Frankfurt / NEWSPAPER MARKETING ASSOCIATION / 2014

Case Film
Case Film
Presentation Image

Overview

Entries

Credits

Overview

Description

At the moment there is some discussion about Branded Content in Germany. How clearly do you have to label a piece of content as advertising? The discussion arose from the old discussion around public and private TV in Germany. Public stations with tough legal restrictions are constantly losing market shares and probably also advertising revenue. Some believe more restrictions for branded content, even online, might be created to protect the public media companies. But the discussion is open and still far away from being concluded in either one way or the other.

Execution

To spread a fresh view on the good old newspaper among marketing and media decision makers, the film is telling the Obama story as a fully integrated PR campaign for canned tomato soup.

What happens in the world, happens for your ad.

Outcome

The film was part of an integrated campaign and was placed on the campaign’s landing page.

It was also used as an opener for newspaper marketing events held by ZMG.

The film of course provoked lots of reactions and discussions e.g. in the German marketing and advertising press like Horizont and W&V.

It opened the door to a whole new level of argumentation for the ZMG staff in their discussions with advertisers and media professionals in Germany.

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