Direct > Product/Service
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 Renault Modus to generate test-drives via the Internet. The tag line of the Modus "Don´t pretend to be so grown up” must be transported. Our target group feels young at heart and likes to break the rules of everyday routine.
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, where the car appeared for the first time in the whole teaser phase.
Outcome
The films had 8 million viewers. In the teaser phase 820,000 people visited www.modus.de. Until the launch 20,278 prospective customers registered in the Internet contact database. 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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