Questions to Christian Angerer
Give us an example of a very successful campaign.
All campaigns in which we were able to influence the main parameters were very successful. One example: Kabel Deutschland advertised the product Kabel Digital HOME with conventional TV spots integrating a telephone number and domain.
The success of the TV campaign was moderate and hardly any new customers were acquired.
In 2004 digital cable television was still a product that needed explaining.
The general public knew hardly anything about Kabel Deutschland at that time and were inclined to be wary of the “Kabel Digital HOME“ product. We first had to win people’s trust. We did this by showing the cable connections, the TV and radio sockets, in a reduced form. These two connection sockets melted together to produce the Kabel Deutschland logo. Everyone knew these two connections; cable television worked and inspired trust. Only then did we say that digital television simply came from these connection sockets too.
We created a giant video wall showing the diversity and choice of digital television and communicated over and over again that it worked with existing televisions too. With this campaign we associated “digital television” with the terms “comes with all you need” and “all very simple”.
Finally, we aroused a desire for television on demand that you couldn’t afford to miss. The claim we developed was “Don’t miss the connection!“. The call centre’s phone number was shown throughout the entire spot.
The conventional TV campaign was dropped only two weeks after the successful testing of the Dialog Branding campaign.
