Placement: This is how Lifta cleverly advertises in Simon Verhoeven's new movie
Particibrand, an agency specializing in product placement, is bringing stairlift provider Lifta to the big screen in a thematically fitting way in the movie «Oh, That Gap, That Horrible Gap.» And it demonstrates how to integrate a product naturally into a scene.
Successful director and screenwriter Simon Verhoeven is once again collaborating with Particibrand, an agency specializing in product placement and branded content, on his new comedy "Ach diese Lücke, diese entsetzliche Lücke". Lifta, the leading provider of mobility solutions for the home, is being used. After "Old White Man", this is the second feature film in which Verhoeven has worked with Particibrand.
History between grandparents and grandchildren
The film tells the story of 20-year-old Joachim (played by Bruno Alexander), who leaves his parental home in northern Germany to try his luck at drama school in Munich. A recurring theme in the film is mobility within one's own four walls. In this context, the Lifta stairlift can be seen, which enables the two residents to continue using the upper floor of their villa independently. The placement includes several native "in use" and "on set" scenes, closely based on the original novel and the storyline of the script.
An accompanying cinema advertising campaign, implemented by Lifta's creative agency Serviceplan, rounds off the communication measures.
Jeannine Stuiber, Co-Managing Director of Particibrand: "The Lifta claim 'So that home stays home' is almost emblematic of the lives of the two elderly protagonists in this great film. Simon Verhoeven simply has a wonderful flair for staging the themes of our time in his comedies, which undoubtedly include mobility in old age, in an entertaining way like no other. We are delighted that we were able to bring in the right inventory with our customer Lifta."
Kristina Körfer, Head of Brand Management at Liftstar Marketing: "With this placement, Particibrand has achieved something that we have always been looking for: An understated, completely authentic integration and presentation of how modern mobility solutions for the home can help to preserve familiar living spaces in the long term. Our product is naturally integrated into everyday life - it is simply there where it is needed."
