Any social media communications package to promote a TV or radio channel, programme, event or season on social media. Entries in this category would best be presented as a case study, but at the very least, all elements should be uploaded back to back as one clip with one second black between each element. No limitation as to the number of elements. Maximum total duration of entry: 120 seconds
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RTÉ - The Young Offenders

News and current affairs programming rates very highly on RTÉ and can often overshadow our entertainment programming. We decided to address this by using the launch of the new series of The Young Offenders to show an edgier, fun side to both our programming and our brand.  

On the morning of the first programme’s TX RTÉ’s social media accounts shared photos of vandalism done to RTÉ's main sign, along with images of the words "FUCK YOU HEALY" (refers to a character in the series) and a crude drawing of a penis sprayed on the ground in yellow spray paint. 

The photos garnered a lot of traction with people who were convinced it was genuine, and from fans who knew it had something to do with The Young Offenders. 

We then shared '"CCTV" footage of two masked bandits on bikes (mimicking the leads in the returning series) apparently breaking into RTÉ, spraying the sign before finding their way to the roof.

The final reveal piece combined CCTV footage with mobile phone footage from the vandals' perspective and showed how they did it and why.

They had pasted a huge version of the campaign's key artwork on the side of RTÉ studio building. The stunt generated almost 400k views, nearly all on the day of the launch of the new series. 

 

CAMPAIGN 

Creative lead: Paula Byrne 

Social Media lead: Bren Murphy 

Art Director: Nigel McGuinness 

Marketing lead:  Amy O’Driscoll  

Graphic designer: Ultan Courtney

 

SOCIAL MEDIA SPOT 

CO-DIRECTORS: Paula Byrne/ Nigel McGuinness/ Bren Murphy 

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Last update: 02/03/2021

DR - Ultraperfect

We live in a time were social media overflows with new beauty ideals. A time were young people use social media to form self-understanding and to seek confirmation. In the meeting between young people's search and their experiences of edited beauty ideals on social media, many young people become insecure and feels sad by their own appearance.

 

By making the perfect filter for Instagram, DR Ultra shows them, the most beautiful version of themselves.

The filter doesn’t remove freckles, smoothens skin or makes the eyes larger. In fact, nothing is being changed. Because why change something when you are perfect as you are?

 

The message brought out the smile and was well received.

 

51.800 used the filter.

16.500 photos and videos were taken.

Some of Denmark's biggest influencers supported the message, which reached more than 800.000 - all achieved with no cost on media.

 

And most importantly, DR Ultra made thousands of kids experience that they are ultraperfect as they are.

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Last update: 02/03/2021

BBC - HIS DARK MATERIALS SEASON 2

Inspired by Philip Pullman’s book, the portal allows fans to tear open portrayals via their phones. As they enter the alternate world, users can take selfies and hunt for plot-based Easter eggs.

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Last update: 01/03/2021

NRK - NRK TV: LEARN GERMAN WITH BABYLON BERLIN

Here is a how to learn german with Babylon Berlin facebook video. It is always difficult to remember which prepositions that take the accusative case. This video will help you to remember it. The music is inspired by Rammstein.

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Last update: 22/02/2021

NRK NRKTV facebook Babylon Berlin Rammstein
ZDF - "10 steps to power" - Bad Banks is back

Bad Banks, the mini-series about drama and intrigue in the financial world, caused quite a furore in 2018. When the sequel arrived in 2020, we saw the return of the charismatic investment banker Gabriel Fenger. He had already burst onto the scene in the first season with his very own philosophy of life. ZDF used his role to advertise the second season and even designed a spin-off format for social media. Fenger’s coaching in “10 Steps to Power” reflects his outlook on life and it’s just like him: honest and passionate.

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Last update: 22/02/2021

ZDF Bad Banks Gabriel Fenger 10 steps to power