Grandchildren's fright
In grandson Schreck is a case study on viral marketing , starting from the spring and summer of 2011, radio programs of public service broadcasters took place. The aim was to review the effectiveness of radio spots in advertising, especially among young listeners. The study was carried out by ARD-Werbung Sales & Services GmbH .
Goal setting
The study was intended to show how strongly radio advertising works for products (on the Internet ), to what extent viral energy is developed and how great the effects are of an advertising campaign that is broadcast in a limited area and solely via radio. For this, a new, fictitious brand should be advertised with a commercial , finally social networks should be integrated into the process and an Internet hype should also be generated. In doing so, high demands were placed on the creative implementation, as the spot had to address the desired target group as effectively as possible and encourage further actions. Furthermore, the radio commercial should not appeal directly to the audience, but rather generate enough interest on its own to generate demand on the Internet (e.g. via Google , Facebook , homepage, etc.).
The solution was found in Enkelschreck , according to the description, at the age of 86, “Germany's oldest female rapper ” and representative of “Acid Rap”. This represented a break with conventions and listener habits and created a special incentive to arouse curiosity in the listener.
procedure
For this purpose, ARD-Werbung Sales & Services GmbH worked together with the agencies LukasLindemannRosinski, Hastings Music and Jaron. In addition to a logo and the music track, a website was created, a YouTube channel with a corresponding music video and pages on Facebook and Twitter . In addition, a merchandising range (including T-shirts ) was brought onto the market. Later, the advertised single Acid on Wheels , the title of which is supposed to be a pun about food on wheels , was available through iTunes . Luise Lunow took over the role of grandma .
The thirty-second commercials produced were broadcast for two weeks from May 22, 2011 in the area of AS&S Nord Kombi, i.e. in Bremen , Hamburg , Mecklenburg-Western Pomerania , Lower Saxony and Schleswig-Holstein . For a short period of time, the Facebook and Twitter pages were also operated accordingly and a number of posts and images were published.
Effects
As hoped, the desired viral effects emerged. The website soon showed high traffic , and also on Google took place the corresponding demand. The Facebook page was very popular and received a lot of "likes". The desired hype was also achieved: Various discussions unfolded, on sites like Promiflash the existence of Enkelschreck was argued and the video z. B. passed on in blogs .
After just one month, the number of Google impressions was 109,860 and the number of clicks was 26,516, which corresponds to a click rate of 24.14%. The song was viewed 1,000,000 times on YouTube in early July 2011 and passed the 1,700,000 mark in late December of that year. Likewise, the origin of access expanded within two weeks from a few cities, mainly in northern Germany, to the whole of Germany. The number of likes on Facebook rose to over 8,500 in mid-June 2011 alone, and to just under 11,000 towards the end of the year. At the same time, the number of hits on Google that had no hits when the campaign began had around 95,500 results.
On September 20, 2011, Enkelschreck appeared on Radio Day .
At the ADC Festival 2012 , the most important festival for advertising in German-speaking countries, the campaign won a silver nail, two bronze nails and an award and made it into the festival's 30 best works.
Individual evidence
- ↑ Report at wuv.de ( Memento of the original from December 8, 2011 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice.
- ↑ AS&S press release on Radio Day ( page no longer available , search in web archives ) Info: The link was automatically marked as defective. Please check the link according to the instructions and then remove this notice.
- ↑ ADC Festival 2012 ( Memento of the original from May 10, 2012 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. , accessed on May 23, 2012
