How do you prevail in the series market?
Challenge
The series market is booming and is dominated by the big players Netflix, Amazon Prime Video and Disney+. ZDFneo is rather unknown as a series broadcaster.
The challenge is clear: ZDFneo must prevail in a highly competitive market against the big international players and convince and win the young target group with a smart strategy.
Our attack strategy on Netflix, Amazon and co.
Solution
In our attack strategy "show before channel", we used especially those series for our communication that are unusually bold and therefore not expected on a channel like ZDFneo. With format-specific ad placements and formats and numerous innovative special ads (e.g. on Twitch and Tinder), we caught the attention of young audiences and successfully led them into the digital ZDFneo world. To not only promote the series and to create multiplying effects we consistently used the fresh ZDFneo style across all ads to create a strong link to the channel behind these series.
Our strategy of attack was a complete success: Though we promoted only 8 series, the whole channel is more popular than ever! Compared to the previous year, the average daily viewing time volume increased by 15% to 8.2 million minutes.
Keyfacts
