Peter 13.

Agency: interactive.agency Slovenia On behalf of agency: Tina Grbac

Strategic & creative agency: Studio Marketing JWT Advertiser: Amis, d. o. o.

On behalf of advertiser: Tom Rudolf

Category: A – Strategic use of media mix

Campaign Summary

Key objective: sales increase of newly launched IPTV product

Product: new, the 3.0 generation of IPTV - AmisTV 3.0

Idea: Broadband user + TV fun + interaction = First Slovenian interactive serial used as the multi-channel communication vehicle

Timing: 28. September – 31. October 2011

Media strategy:

Media mix of TV, online, social media, mobile and tablets advertising and PR tools

Communication strategy which covered all relevant touch points. Media tactics and communication were adjusted to each media.

Results

Total number of visits of www.tv.si in one month: 121.684

Estimated campaign reach: 950.000 unique users

Background and Target Groups Background:

Although AmisTV has been present in the market for two years with the Time-shift – a first unique service in the market enabling viewers to watch current and past live TV programmes on-demand, there was growing need to strengthen product supremacy with the launch improved Amis TV 3.0. Users can literally interact with both live TV (pause it, rewind it, watch past shows up to 48 hours) and other entertainment content (VOD, YouTube, Facebook, News widgets … to mention a few).

Complex list of messages need to be conveyed to the market while Amis TV brand and user experience must be brought to mass number of households in engaging/memorable way in order to increase sales demand.

Target groups:

Households – 1,200.000 broadband users, with 2 specific types of members:

15 – 29 y/old, f/m; broadband users, purchase initiators;

25 – 49 y/old f/m, broadband users, decision makers who finance purchase;

Alghough both use broadband daily, ‚traditionals‘ rather use fixed broadband, while ‚heavy

mobile users‘ use primarly mobile access to the internet content.

Objectives and targets

Objective

Facilitate sales demand through engaging / interactive AmisTV brand experience brought to a massive number of potential viewers.

Communication targets:

To build product / brand awareness.

Inform TG about key product features, tangible benefits.

Create ‚real Amis TV‘ experience and overall Amis brand experience (full of fun, friendly, smart …) before purchase.

Increase brand affinity in order to keep the top position – ‚first-choice‘ amongst all Slovenian ISP providers.

Tactical, short term targets:

Increase traffic to www.tv.si.

Encourage revisit of page and further increase of “real TV-experience”.

Amongst all visitors to generate 10 % respond (desired call-to-actions: information request, Order form, Like It, watch full demo film).

Idea: First Slovenian interactive series

AmisTV 3.0

First new generation of IPTV service in Slovenia which brings viewers full interaction with live TV and other contents.

AmisTV brings more fun, more tailor-made and personalised entertainment.

„Peter 13“ - first Slovenian interactive serial

The entertaining vehicle that encompass 3 key milestones of:

Broadband users + TV fun + interaction = interactive web serial

Every viewer/ visitor of the serial can change the course of plot and truly interact with the serial itself in many ways.

By interacting with the series visitor gets realistic, unique and engaging product experience in fun loving way.

Serial were placed on new website www.tv.si

Teaser 10 days before start - Slovenian couch surfing

Timing: 4 series shown in 4 subsequent weeks (28. 9., 5. 10., 12. 10., 19. 10.)

Price winning game

Goal: spread series, create buzz and gaining new Facebook fans

Share and become a fan of Facebook page Amis Cafe’ – plac za frende and win prices

The Strategy

Spreading or rather ‚broadcasting‘ weekly serial „Peter 13“ where consumers are (offline / online, home or out-of-home).

Traditional media mix – high reach / quick awarness building.

One primal TV and set of web portals selected (PopTV + www.24ur.com) to ensure effective migration of viewers from off-line to online media.

Use of multi-channel – enabling massive entry point and instant engagements with a single click.

Deep understanding of target groups: careful selection of fixed braodband vs mobile segments to ensure further spreading, commenting and word-of-mouth, hence creating snow-ball effect.

On-site (www.tv.si) social media plugs-ins (FB, Twitter, Google +)

www.tv.si

New website just for purpose of launching Peter 13.

Landing page and three subpages: serials, characters and background (demo AmisTV 3.0)

Options with call-to-action: check offer and view consumer catalogue

Social media plugins: Facebook, Twitter, Google+ (share/recommend) and FB-plugin page feed

Advertising Campaign

Channel Media / Type Format Campaign type

Target group

Outdoor Outdoor posters / nationwide

Gigant: 504 x 238, 400 x300 200+ locations 14 days

Tactical awareness

Purchase initiators, Decision makers

TV TV sponsorship (exclusives / evening news „24ur“)

3 x 7‘‘ sec TV idents 3 weeks / 200 GRP

Tactical awareness

Purchase initiators, Decision makers

Online General interest media, niche media, Google, Plista, Mailing

Ad-takeover, background, banner, banner takeover and PR-advertising, video

Branding + Performance

Purchase initiators, Decision makers

Social media

FB Slovenia – premium positions, applications ... FB page Amis Cafe’, AmisTV YouTube Channel

Text ads, sponsored stories, content advertising on Facebook page Amis Cafe’

Performance + Branding

Purchase initiators, Decision makers

Mobile and tablets

Mobile network – in aplication (Talking Tom ...) ...

Text ads, video and banner advertising

Performance Purchase initiators, Decision makers

PR Off / online TV news features, articles Branding Decision makers

Outdoor Campaign Objective: awareness building of AmisTV 3.0, „Peter 13“ serial and www.TV.si

Nationwide campaign

TV advertising Goal: building brand awareness among broadband users

7-seconds TV-ads: content adjusted to each of four series

Combination of same TV station and its online portals - created excellent through-the-line impact.

Trailer 1 Trailer 2

Trailer 3

Online: General interest media Goal: building brand awareness among broadband users

Premium placements: ad takeover, background, pre-roll, video, PR-article, banners

Branding effects: 21.761.361 impressions

Online: Niche portals More tailored communication adjusted to specific target groups.

Building involvement and creating brand experience.

Series trailer on kolosej.si, news about series on izklop.com, news about new interactive TV on racunalniske-novice.si, view series on genspot.com ...

Number of interactions in niche portals campaign: more than 23.000

Social media Important channel of campaign was Amis Facebook community (owned media)

Gathering opinions and involving brand ambasadors in campaign communication.

Amis Cafe was one of pages with most growth in a month (socialnumbers.com).

516.044 views of News Feed story posted by Amis Cafe’ (Facebook insights).

AmisTV YouTube channel (owned media) – more than 10.000 views of trailers, demo ...

Mobile and tablets advertising Rich media ads on smartphones and tablets

Advertising to Slovenian mobile users who are using mobile aplications and websites.

Special focus on advertising within mobile applications which built longer interaction times with users.

Reach specific target group – heavy mobile users.

Approximately 8.500 interactions.

PR Goal: to reach traditional broadband users (non-advanced users), not too keen to new

technologies.

Prompt viewing of episodes

http://www.zurnal24.si/pizama-dela-listo-za-odstrel-clanek-138101

http://www.moski.si/aktualno/novice/predstavljamo-prvo-interaktivno-serijo-v-sloveniji/

http://24ur.com/ekskluziv/zanimivosti/peter-13-v-areni-amis-tv-zabave.html

http://www.delo.si/gospodarstvo/podjetja/peter-13-v-areni-amis-tv-zabave.html

Campaign Results

Outdoor: Billboard – spontaneous recall: above average: 39% (source: Valicon Monitor, 28. October

2011)

Billboards prompted imediate web vistits, created buzz: 333 Index achieved (source: Valicon Monitor, 28 October 2011)

Online Total impressions: 59.607.039

Total interactions: more than 80.000

Estimated campaign reach: 950.000 unique users – 80 % of planned target group (all BB users)

Number of FB friends increased by 40 %, more than 500.000 post views.

Qualitative results:

Serial - extremely positive accepted amongst different publics.

Generated great buzzword, free publicity, was most sought after‘ video for weeks ...

Campaign Results

Total pageviews on www.tv.si: 121.684

www.tv.si became one of 20 most visited product webpages in Slovenia in a month

2/3 higher demand for AmisTV in October 2011 compared to September 2011.

Overall: whole campaign was Extremely successful, it exceeded expectation, created greatest positive reaction amongsts users.

Campaign Results

References:

Where can you find us?

www.interactive-agency.si www.facebook.com/interactive.agency.slovenija

www.twitter.com/InteractiveAg www.shift2online.com