Over eight million viewers followed zapping-spot “MODUS – ein Film zum Umschalten“ on Sat.1 and ProSieben
September 2004 Over eight million viewers [+3 years] followed the unusual spot “MODUS – Ein Film zum Umschalten“ [a movie to switch over] on the stations Sat.1 and ProSieben on September 2nd, 3rd and 4th 2004. In the target group 14-49 years, relevant for the advertising industry, the 3 minutes commercial, which incited viewers to zap back and forth between both stations, reached 4.62 million viewers. The “Modus“-movie reached an audience share of 10.6 percent in the target group.
With “Modus- Ein Film zum Umschalten“ the French automobile manufacturer Renault started an unusual advertising experiment for the launch of its new model “Modus“. The same commercial was running on both stations Sat.1 and ProSieben simoultaneously at 08:12 p.m. during three consecutive evenings. However the story was varied on the two stations: A man takes two different ways through life on his way to work. Sat.1 showed a “happy“-version with a protagonist having happy encounters, on ProSieben the story showed a gray atmosphere with unpleasant faces. Every change between Sat.1 and ProSieben provides a different perspective and keeps ready surprising effects for the viewers.
The advertising idea was conceived by the Hamburg agency Nordpol and realized together with SevenOne Media, sales house of the ProSiebenSat1 Group. The commercial was produced by the production company ”Silversee” of famous German film director Detlev Buck and shot in Warsaw with the theater actor Sebastian Sorgin in the main role.
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