Specific target audience always required a very specific approach to the way campaign is delivered. ZDF TV channel in Germany noticed that 20-30 year olds are spending more and more time online than watching TV, so they decided to give their channel a new angle by taking it online.
How it works?
Although there are plenty of TV channels to watch online, this campaign is different in a way they use media. They have delivered their murder mystery through online display advertising and engaged users into fully interactive experience by turning the mystery into a game.
Players movement online was tracked for a week using cookies and they have been exposed to new clues, evidences etc, which encouraged them to play and solve the mystery at the end of the week.
There was no need to click on the ads to get the new clues as players were tracked and shown the improvement whether they clicked on the banners or not. Eventually people noticed the campaign and engaged with it. This way the client gained millions of detectives in a weeks time.
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This is a very nice example of the retargeting online. Execution is very smooth, considering every small detail and the results prove the success of the campaign. Even though the approach is not a first-time-ever as they claim, we still say a huge thanks for using banners in a more interactive way and taking them to the whole new level. Well done Service Plan and ZDF!