RTL Germany launches biggest campaign of the year for the RTL+ All Inclusive Entertainment App

by Eyes & Ears of Europe

Series, reality shows, live sport, films, music, audio books, podcasts and magazines - RTL+ has it all in its all-inclusive entertainment app! The multimedia offering is now being promoted with the most extensive marketing campaign of the year. A double-digit million volume is being spent on this. The aim is to reach a broad entertainment target group via TV, radio, (digital) out-of-home, online, print and a major social media campaign by the end of 2023. Subscribers to the RTL+ Max subscription can access the full range of the All Inclusive Entertainment app for just EUR 9.99 per month. The Family subscription, which can be booked for EUR 14.99 per month, enables several parallel streams for individual media genres.

The unique offer of RTL+ bundled in one entertainment package is summarized under the guiding principle of "All Inclusive". Germans in particular love the "all inclusive" concept. In a humorous way and with a modern look, the advertising material combines the feeling of an "all-inclusive vacation" with the benefits of the All Inclusive Entertainment app, which makes RTL+ the leading German streaming service on the market with around 4.5 million subscribers.

Julian Weiss, Chief Marketing Officer RTL Germany: "Our campaign gets to the heart of variety, simplicity and price - RTL+ simply has it all. And that also applies to the biggest campaign of the year: a cool look, a cheeky tone, and the celebrities in a vacation mood. In one sentence: RTL goes All Inclusive."

The campaign is divided into three phases. First, RTL+ is established as a cross-genre offering to increase product understanding among the target group. The focus here is on maximum visibility. This is ensured by various spots on TV, digital and social media. The campaign is hosted by RTL face Jan Köppen. In short clips, he focuses on the variety of content and the unbeatable price of the RTL+ app with a wink and with the support of other celebrities such as Sophia Thomalla, Lukas Podolski, Elton, Frank Buschmann, Motsi Mabuse, Claude Oliver Rudolph, Laura Wontorra, Bushido and podcast stars Selfie Sandra and Bastian Bielendorfer & Özcan Cosar. On social media, other prominent faces pick up on the all-inclusive entertainment offer. In addition, print and (digital) out-of-home ads, giant posters, radio spots and social media further increase the visibility of the campaign and strengthen product awareness. In the next step, individual peaks such as the focus on the music offering including audio books and podcasts will bring the product to life by the end of the year and activate the target group.

The launch of the campaign will be accompanied by the introduction of an RTL+ framework. In future, this will encompass all communication events across all touchpoints. The framework is based on the motto "All in" and gives RTL+'s cross-media offering additional visibility.

The RTL+ campaign and the strategic framework were developed by RTL Germany's Brand & Marketing team - from the campaign concept to creation and media strategy. Under the guiding principle "All Inclusive", all communicative potentials from the areas of social media, PR, performance marketing and cross-promotion contribute to the campaign.


RTL+ has in-house produced fiction highlights in store until the end of the year. These include the mini-series "Club Las Piranjas" with Hape Kerkeling (already available), the thriller series "Die Quellen des Bösen" with Fahri Yardim (already available), the series "Gute Freunde - Der Aufstieg des FC Bayern", which was celebrated at the Munich Film Festival, and the new series of the cult goblin with the red hair "Neue Geschichten vom Pumuckl". In addition, the entire "Harry Potter" series provides a cinematic feeling in living rooms.

In the reality area, the new season of "Temptation Island VIP" - with its corresponding playlist - is currently available to stream, while streamers can also look forward to new episodes of "Bachelor in Paradise" and "Are you the One?" in the near future. The documentary "#RACEGIRL - Das Comeback der Sophia Flörsch" (from 25.10.) accompanies the racing driver in her grueling fight back to the race track. TV highlights such as "Das Sommerhaus der Stars" are available on RTL+ even before they are broadcast. And in the sports section, users can look forward to live broadcasts of UEFA Europa League and UEFA Europa Conference League matches, as well as NFL games for the first time.

In the music streaming section of the app, RTL+ subscribers can discover the whole world of music streaming with over 120 million songs thanks to the partnership with Deezer, including hits and albums by German artists such as Apache 207, Peter Fox, Sido and Helene Fischer as well as top international acts such as Taylor Swift, Ed Sheeran, Pink and Miley Cyrus. There are also thousands of curated playlists on various genres or moods as well as RTL+ playlists that are only available on RTL+ to match the topics and content highlights in the video section. In addition, exclusive RTL+ sessions with top artists - as video and audio offerings - will provide unique live concert experiences at home and on the go.

In the RTL+ podcast section, users can access fresh episodes of top podcasts such as "Bratwurst und Baklava", "Dick & Doof" and "Verbrechen von nebenan" free of charge and in advance. The second season of "Die Supernasen - mit Thomas Gottschalk und Mike Krüger" is already online. There is also growth in the audiobook section on RTL+. In addition to many new releases from the fall programs of the publishers represented, users can look forward to the audio book for the mini-series "Club Las Piranjas" just in time for the start of the series. By redeeming a credit included in their subscription, they can also exclusively access the audiobooks "Hello New York" (from October 27) and "Lux" from the Penguin Random House publishing group catalog, which will be available on RTL+ this fall. Other books available in October include Benjamin von Stuckrad-Barre's "Noch wach?" (20.10.) and Britney Spears' "The Woman in Me" (24.10.).

In the magazine section, streamers can look forward to digital editions of the Gruner + Jahr magazines Stern, Brigitte, Gala, Schöner Wohnen, Häuser, Couch, Geolino and Geolino Mini.

Translated from: https://media.rtl.com/meldung/Alles-dabei/