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Media: The 3+ launch campaign generated a well-orchestrated buzz. Leading up to the channel’s launch, the press is keeping anticipation high with PR articles about the casting—free of charge.
Media The 3+ launch campaign created a well-orchestrated hype. The press kept the excitement high with PR articles about the casting right up to the start of the channel - free of charge. As with perfectly planned coups, the story about the new private TV channel 3+ ended up on the front page of 20 Minuten - and the corresponding advertisement a few pages further back in the Pendlerblatt. The trigger for the cover story was not the fact that 3+ wanted to draw attention to its presenter casting show with some of the figureheads of its big rival Schweizer Fernsehen.press as a well-behaved multiplier ... That alone would have made for a good thigh-slapper, but hardly for the "fuss" and the necessary advertising impact. That's why the deliberate - or flimsy - play with fire was already a fact at the center of the media coverage: the violation of personal rights was stylized as a "major risk" for the future broadcaster.
The exploitation rights that were not obtained provided what would have been withheld from the rather small advertising budget. And lo and behold, the calculation worked out. The advertising story went through practically all the media. Although the actual risk of a legal dispute is relatively low.
The creator, creative agency Ruf Lanz - co-owner and CD Danielle Lanz is the life partner of managing director and station initiator Dominik Kaiser - took a very pragmatic approach. She did not want to make the channel known to the potential audience, but rather the proven and - in this case more important - interactive format of star casting. The first 3+ advertising campaign - five motifs are planned - has not only made waves, but also killed several birds with one stone: the unusual job advertisements are ostensibly aimed at undiscovered talents and encourage them with the role models that they too started out small. At the same time, however, the campaign positions 3+ as an innovative, unconventional channel for the young audience and directs them to the 3+ homepage, where all the information can be found.
... and flattered celebritiesThe fact that the pointed and flattering homage to the presenters of the state broadcaster would be met with their sympathy rather than end in a petty dispute shows how deeply CD Markus Gut has looked into the psyche of the TV stars. In addition to Kurt Felix - in his "Stöck-Wys-Stich" days (1968 - 1970) - Christine Maier with a voluminous hairdo, a bearded Beni Thurnheer and a shyly smiling Katja Stauber also appear in the campaign. TV legend Kurt Felix was the first to prove that he knows how to have fun, says CD Markus Ruf. "The advertising idea is original," the TV veteran told Blick Online. "I'm not going to complain about it because I'm rather relaxed about it and the content of the ad is right." Felix told the SonntagsZeitung, still five days after the campaign launch, that his head could not be associated with an erotic quiz programmed by 3+. He was spared the dubious pleasure, as he would not receive the channel in his second home country of Italy.
Whether the entertainment channel can fulfill the expectations whipped up by the campaign will be judged from the end of August. In the meantime, the press continues to deliver new PR reports about 3+.
Luca Aloisi
The exploitation rights that were not obtained provided what would have been withheld from the rather small advertising budget. And lo and behold, the calculation worked out. The advertising story went through practically all the media. Although the actual risk of a legal dispute is relatively low.
The creator, creative agency Ruf Lanz - co-owner and CD Danielle Lanz is the life partner of managing director and station initiator Dominik Kaiser - took a very pragmatic approach. She did not want to make the channel known to the potential audience, but rather the proven and - in this case more important - interactive format of star casting. The first 3+ advertising campaign - five motifs are planned - has not only made waves, but also killed several birds with one stone: the unusual job advertisements are ostensibly aimed at undiscovered talents and encourage them with the role models that they too started out small. At the same time, however, the campaign positions 3+ as an innovative, unconventional channel for the young audience and directs them to the 3+ homepage, where all the information can be found.
... and flattered celebritiesThe fact that the pointed and flattering homage to the presenters of the state broadcaster would be met with their sympathy rather than end in a petty dispute shows how deeply CD Markus Gut has looked into the psyche of the TV stars. In addition to Kurt Felix - in his "Stöck-Wys-Stich" days (1968 - 1970) - Christine Maier with a voluminous hairdo, a bearded Beni Thurnheer and a shyly smiling Katja Stauber also appear in the campaign. TV legend Kurt Felix was the first to prove that he knows how to have fun, says CD Markus Ruf. "The advertising idea is original," the TV veteran told Blick Online. "I'm not going to complain about it because I'm rather relaxed about it and the content of the ad is right." Felix told the SonntagsZeitung, still five days after the campaign launch, that his head could not be associated with an erotic quiz programmed by 3+. He was spared the dubious pleasure, as he would not receive the channel in his second home country of Italy.
Whether the entertainment channel can fulfill the expectations whipped up by the campaign will be judged from the end of August. In the meantime, the press continues to deliver new PR reports about 3+.
Luca Aloisi
