Direct > Strategy
CHANNEL HOPPER
NORDPOL HAMBURG AGENTUR FUR KOMMUNIKATION, Hamburg / RENAULT / 2005
Awards:
Overview
Credits
Overview
BriefExplanation
Create an attention-grabbing TV event for the launch of the new Renault MODUS to generate test drives. The MODUS is a car for young people or people who feel young at heart. The tagline is "Don´t pretend to be so grown-up!".
CampaignDescription
Two slightly different versions of one short film were broadcast parallel on two TV stations – "happy” and "sad”. The two spots were played in absolute synchronicity. Via TV trailers, the audience was asked to join the short film event ‘MODUS’ – by switching between the channels for visual effects. For the first time on German television, channel-hopping became the basic principle and an entertainment in itself. The ending of the film was shown on the website www.modus.de.
Outcome
The films had eight million viewers. In the teaser phase, 820,000 people visited www.modus.de. Up until the launch, 20,278 prospective customers registered on the Internet contact data base. The press coverage (72 publications with a total print run of 49 million) nearly doubled the media value. By breaking rules, being playful, creative and challenging, the zapping films intensified the MODUS campaign spirit – encouraging discovery and participation.
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