A Legend Lives Always On
Developing a long-term campaign platform that transformed an established brand character into a consistent communication system across all major marketing channels.
Focus
Brand Consistency
Integrated Communication
Retail Activation
Scalable Campaign Systems
Challenge
Extend the successful "Ask Tech-Nick" campaign into a scalable platform capable of supporting multiple retail campaigns throughout the year while maintaining a consistent and recognizable brand experience.
Deliverables:
Campaign Platform Development
Creative Concept
Integrated Campaign Architecture
Annual Campaign Shoot Leadership
Cross-channel Coordination
Outcome
A flexible campaign platform that enabled SATURN to adapt its communication across TV, social media, YouTube, radio, out-of-home, print, web and content marketing throughout the year. By establishing clear creative principles and leading the annual production with brand ambassador Antoine Monot, the campaign delivered consistency while supporting a wide range of commercial activations.
Casefilm
Media
The "Bei Technikfragen, Tech-Nick fragen" ("For tech questions, ask Tech-Nick") campaign increased spontaneous brand awareness by 80% above the campaign target between 2013 and 2016, brought Tech-Nick to 89% aided awareness, raised the "conveys passion for technology" perception to 50.4% (ahead of Amazon and the leading competitor), and grew average basket value by 10.2% to €59.49 — all on just half the media budget of the largest competitor.
Effie Case
