15 %
increase
of the daily view
time volume
7 %
increase
of ZDFneo media library
accesses to series content
15 %
increased
awareness among under
30-year-olds
Overview
In a market dominated by international streaming giants, ZDFneo successfully positioned itself with the strategy “Shows before Channel”, targeting a younger audience. Surprising shows, innovative placements, and a clear digital-first approach increased visibility and established the channel as a relevant and credible source for high-quality series.
Challenges
How do you prevail in the TV-series market?
The TV-series market is booming and is dominated by the big players Netflix, Amazon Prime Video and Disney+. ZDFneo is rather unknown as a series broadcaster.
The challenge is clear: ZDFneo must prevail in a highly competitive market against the big international players and convince and win the young target group with a smart strategy.
Solution
Our attack strategy on Netflix, Amazon and co.
In our attack strategy "show before channel", we used especially those series for our communication that are unusually bold and therefore not expected on a channel like ZDFneo. With format-specific ad placements and formats and numerous innovative special ads (e.g. on Twitch and Tinder), we caught the attention of young audiences and successfully led them into the digital ZDFneo world. To not only promote the series and to create multiplying effects we consistently used the fresh ZDFneo style across all ads to create a strong link to the channel behind these series.
Our strategy of attack was a complete success: Though we promoted only 8 series, the whole channel is more popular than ever! Compared to the previous year, the average daily viewing time volume increased by 15% to 8.2 million minutes.
Provided services
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