Eyes & Ears eNews 03-2018
Extra talkative taxi drivers - ProSieben with text-strong teaser campaign for' Late Night Berlin'.
"What are you doing now? Unemployed and enjoying it", asks a Berlin taxi driver when he notices that this is none other than Klaas Heufer-Umlauf.
"Late Night Show", follows the short answer from Heufer-Umlauf.
Taxi driver: "Not working out?"
Heufer circulation:"A LATE NIGHT SHOW!"
Taxi driver. "Oh, it's a Late Nigt show - so right, so with guests and stage and band and so on?"
On Monday, 12 March 2018, at 11 pm, the new weekly programme 'Late Night Berlin' will start on ProSieben. To promote the new show, a very amusing and lyrical teaser campaign with 30 to 40-second clips was created. Axel Prahl plays a Berlin taxi driver. With his eloquent manner, he annoys his famous passenger Klaas Heufer-Umlauf as he rides through late night Berlin - but with this, he elicits first information about the new show. Since 9 February, ProSieben has been showing the commotion between the entertainer and the taxi driver on TV, online and on social media channels. The teaser campaign was conceived and implemented by the production company of 'Late Night Berlin', Florida TV GmbH, in cooperation with the ProSiebenSat.1 in-house agency Creative Solutions.
Alexander Wagner, Vice President of Marketing at ProSieben: "For the first time, ProSieben is designing a teaser campaign in the form of a multi-part mini-series. The dialogue between Klaas Heufer-Umlauf and the great Axel Prahl as a taxi driver could be listened to for hours - that's why we show the small series in several motifs on TV and online. In the coming weeks, Radio, Print, Poster and Digital Out of Home will complement the 'Late Night Berlin' campaign."
Further information about 'Late Night Berlin' and the teaser on https://www.prosieben.de/tv/late-night-berlin-mit-klaas-heufer-umlauf/der-montagabend-gehoert-klaas-heufer-umlauf-105645
Widespread support against No-Billag
As already reported in the last Eyes & Eyes eNews, the eagerly
awaited referendum on the abolition of radio and television licence
fees will take place on 4 March in Switzerland - the so-called
The abolition, which would also affect Swiss public service radio and
television SRF, is being fought by a broad alliance of politicians,
associations, committees and interest groups. But also in Switzerland,
popular musicians get involved with the action #clap4culture in
interesting and entertaining spots against the No-Billag-Initiative:
https://www.youtube.com/watch?v=zCTeqqX7dbBI. In addition, Swiss actors
and other celebrities took part in a spot that has already been viewed
around 750,000 times on the Facebook page of 'Nein zum Sendeschluss'.
In the form of a typical guest house conversation, the spot shows what
SRG actually does for its viewers in an entertaining way:
Both actions, which are exemplary for many others, have in common that
the Swiss cultural scene is working with a great deal of creativity to
maintain the most important national media stage on a voluntary basis.
Interview with Steve Kazanjian on the PromaxBDA Conference 2018 in Rome
On 12 & 13 March 2018 the PromaxBDA Conference will take place in Rome. At the conference, marketers and creatives behind Europe's largest entertainment brands will provide insights into their work and show how they drive audience, create conversation, and build passionate fandom. Eyes & Ears of Europe had the opportunity to talk to Steve Kazanjian, President and CEO of PromaxBDA, about the upcoming conference.
Eyes & Ears: Steve, this year you chose the motto 'CREATE WHAT'S NEXT' for your conference. What is behind this motto? What do you want to convey?
Steve: PromaxBDA is a community of creators. The motto is actually our organization’s tag line –not just our conference theme – and represents what PromaxBDA members around the world do each and every day at work: They create campaigns. They create content. They create buzz. They create brands. And they create cultural moments – all while looking to connect today’s content to tomorrow’s audiences. They create what’s next.
Eyes & Ears: Are there any special highlights or new developments at your conference this year?
Steve: As our industry evolves and we are seeing the increased blending of the marketing, promotion, and design teams at networks, we know it's more important than ever for our attendees to be immersed in all facets of marketing – including, strategy, research and insights. I'm excited about this year's lineup. We're embracing new ideas, while still delivering the sizzle and award winning work that you expect to find at PromaxBDA. We are also more focused on providing that strategic marketing know-how to our attendees.
We are also launching a new series focused on building the agency of the 21st century. Whether you own, lead, or dream of starting an agency, we’ll share ideas that today's agencies are employing to grow and thrive.
Eyes & Ears: Why is the PromaxBDA Conference an important event for creatives, marketers and strategists in the entertainment industry?
Steve: It's a tumultuous time for our industry, filled with change, but also opportunity. PromaxBDA has one mission: to support the global community of marketers, creatives, and strategists and help them learn the insights and skills to succeed and fulfill their career potential. Where else can you go from mastering the art of Instagram Stories and Snapchat, to exploring how neuroscience can reveal the hidden influencers of your viewers' behavior, all while being inspired by the best award winning campaigns from the past year?
Further information on the Promax BDA Conference on 12 & 13 March in Rome at https://promaxbda.org/events/current-events/promaxbda-europe-conference-2018
Exhibition tip: 'THE POLAROID PROJECT'
From 16 March to 17 June 2018, the exhibition 'THE POLAROID PROJECT' can be seen at the Museum für Kunst und Gewerbe Hamburg.
In the exhibition The Polaroid Project, the Museum für Kunst und Gewerbe Hamburg presents for the first time the full scope of the phenomenon of the Polaroid photograph. Based on some 220 photos by over 100 artists, as well as 90 camera models and prototypes, the show sheds light on the whole aesthetic spectrum of instant photography and on the innovative technology that made this visual revolution possible. Polaroid stands for a technology, an industry, a company, and its products. Presented to the public for the first time in 1947 by Edwin Land in New York, instant camera film made the photo lab superfluous. As if by magic, the picture gradually appears before the eyes of the photographer and subject. Polaroid – a brand that has long since attained legendary status – thus transformed our handling of photography in a way that is still pervasive today, living on in photo apps and Instagram. In the heyday of the company in the mid-20th century, Polaroid sold its cameras and film to millions of amateurs and professionals. The technical and aesthetic qualities of the new medium, and above all the immediacy and spontaneity of the photos, made it an exciting field of experimentation for artists as well.
Polaroid itself has worked closely with photographers from the start. One of the earliest advisors to Edwin Land, inventor and founder of the Polaroid Corporation, was Ansel Adams, the godfather of American landscape photography. In its Artist Support Program, the company provides film and cameras to both established figures and nascent talents in the art and photography scene. In return, it receives not only feedback on its products but also selected works for the company collection. For artists, the inventions from Land’s company offer a playground for their own discoveries, one that provides fresh inspiration for their photography. It thus came about that the exponents of Pop Art – chief among them Andy Warhol – raised the status of the Polaroid photo to a whole new level with their excessive use of the medium, securing for it a place in the artistic sphere.
'THE POLAROID PROJECT' from 16 March to 17 June 2018 at the Museum für Kunst und Gewerbe Hamburg, Steintorplatz, 20099 Hamburg. Opening hours: Tuesdays, Wednesdays and Fridays to Sundays from 10 am to 6 pm, Thursdays from 10 am to 9 pm, closed on Mondays. Further information on http://www.mkg-hamburg.de/en/exhibitions/upcoming/the-polaroid-project.html
Book tip: 'Marketing 4.0'
"The main premise of this book is that marketing must adapt to the changing nature of the Customer Journey in the digital economy. It is the task of marketing to accompany consumers on this path from the perception of a brand to its recommendation," says an excerpt from the preface of the recently published 'Marketing 4.0: Moving from Traditional to Digital'.
In their book, the marketing experts Philip Kotler, Hermawan Kartajaya and Iwan Setiawan answer questions about successful marketing in the age of networking and digitalization. Among other things, the following questions will be answered clearly: How do you implement the new marketing rules? How do you create WOW moments that attract positive attention? And how do you build a loyal customer base? It also provides readers with helpful tips and food for thought for their own work.
The publication is a continuation of the book 'Marketing 3.0: From Products to Customers to the Human Spirit'. This book deals with the fundamental change from product-oriented marketing (1.0) to consumer-oriented marketing (2.0) to people-oriented marketing (3.0).
The 208-page publication is published by John Wiley & Sons publishing house. Further information at https://www.wiley.com/en-us/Marketing+4+0%3A+Moving+from+Traditional+to+Digital-p-978111119341147