Agency
Location
Industry
Love Sucks – two worlds, one goal
Challenge
Fear or love? Mystery fans and romance fans behave completely differently – and so does their mediausage.
The ZDFneo series “Love Sucks” combines both genres. The challenge: to emotionally engage two contrasting target groups and guide them together to the ZDF Streaming-Portal
Precise targeting meets emotional storytelling
Solution
Two audiences, two worlds – united by “Love Sucks.” Romance fans were engaged via Tinder profiles and cinema trailers. Mystery lovers were drawn in through CGI stunts and ambient Halloween highlights chills. The emotional climax: a national Smart-TV roadblock on October 31st. The strategy focused on emotional relevance, not generalization.
Each world received its own perfectly tuned media journey. Message, tone and timing were tightly orchestrated. Initially separated – then strategically merged.
Key Facts
"With 'Love Sucks', we proved that seemingly incompatible target groups can, in fact, come together – if you reach them where they feel emotionally at home.
Through parallel storytelling, we developed – together with ZDF – a dual audience approach that couldn’t have been more different, and that’s precisely why it was so successful."
Client Lead für das ZDF
