ProSieben MAXX wants to win the individualists and opinion makers. Authenticity and self-confidence are tags. The right program for people who know what they want. Whats your DIF is a integrated campaign for the introduction of ProSieben Maxx. The new tv station for people who are DIFFERENT. This people are our target group.
Client: ProSieben Maxx
Agency: ProSIeben Creative Solutions
Awards: PromaxBDA, Eyes&EarsEurope
PHASE 1: TV SPOTS
Short, cryptical clips with bizarre facts, pictures and a question: What's the dif? A URL build a connection to our preview site.
THE PREVIEW SITE
On this preview site there are a lot of more confusing and funny meemes – everyday a new one. A countdown shows how long the user has to wait for the next big thing of ”What’s your DIF?”.
After we have entertained the user a few days, trust gained and have aroused curiosity in particular, we surprise with a new campaign tool. We have to show the users, what makes them even "different"
We show the user his personal "DIFFERENT", exactly what makes him unique in his world. For this we use, after approval of the user, various social media APIs and evaluate these Data. Finally, we provide the user a great recycled, statistical result:
HOW DOES IT WORK?
We prefer fixed parameters and the user's likes and compare these with all Facebook profiles (friends & non-friends). For example some parameters: name, hometown, birthday, gender, work & education and many more. Hometown: You and 457 877 Hamburger likes Astra (local, bitter tasting beer) Name: You and 112 345 more Nicos are Katy Parry fans …