CATEGORY 7 - BEST BRAND PROMOTION

Talk about a news revolution! The new ZDFheute app was launched on 25 March 2020 – with a more inviting and clearer layout, live content, interactive offers, portrait stories and lots of other new features. The campaign claim and headline of the new ZDFheute app is: More views. More insights.

Talk about a news revolution! The new ZDFheute app was launched on 25 March 2020 – with a more inviting and clearer layout, live content, interactive offers, portrait stories and lots of other new features.

The campaign claim and headline of the new ZDFheute app is More views. More insights.

In keeping with this concept, the ZDF marketing team worked with Feedmee to develop a visual design that is perfectly reflected by the app and its features, handling and content: a mobile phone shape displaying portrait content, the ability to switch screens with a swiping gesture and, last but not least, the idea of focusing on current information and providing more in-depth explanations (i.e. giving people More views. More insights).

In order to visualise the translation of the claim and the campaign design as well as possible, we would like to submit the advert as an example for the campaign.

Further key facts about the campaign: In order to promote the launch and boost downloads, the marketing department centred its campaign around the app’s performance. From early April to late October, the push campaign was displayed in mobile iOS and Android via Facebook, Instagram, Google Search, YouTube, the Google Display Network, Apple AppStore and Google Play Store. Over 675,000 of this year’s downloads can be attributed to the marketing efforts for the ZDFheute app.

The campaign also included on-air features and social media ads. When the app was launched on 25 March 2020, trailers based on the latest news were frequently broadcast and short flights ran at certain points until the end of the campaign. The TV trailer was watched by 42.26 million people with a total of 549 million hits. Various adverts were also shown on Twitter, Facebook and Instagram.

 

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