D:E:R sponsorship ad casestory
A TV Sponsorship ad that outperformed the TV Ad.
This 5 episode TV sponsorship ad was so successful it not only outperformed a TV ad for the same brand, the Client simply had to go offline with the sponsorship ad for a while to keep up with the demand for their product.
The D:E:R case was developed by Storm from initial ideas and strategic considerations, through full production to finalized spot. The media agency had already briefed us about the client who wanted to try out a sponsorship ad as an alternative to a regular TV-Ad.
At the initial meeting we pitched some ruff ideas on how to do a sponsorship ad directed at their segment. The client liked the ideas and attitude we came up with and wanted us to finalize the entire case. We then created 10 applicable ideas from which 5 was chosen where the main key to the case and success of the sponsorship ad was humor and a payoff integrated as the messenger.
The outcome was overwhelming; the 5 sponsorship ads had an effective impact overruling the parallel running TV-Ad by a very large scale.
The success came from being able to identify the target group and then to direct the right amount of attitude, style and humor towards that specific group – and we succeeded on a large scale.
The sponsorship ads where furthermore versioned for the sister brand THORN in Norway – and both the Danish and Norwegian sponsorship ads are still being run over selected periods of time.
The TV sponsorship ad was so successful it not only outperformed a TV ad for the same brand, the Client simply had to go offline with the sponsorship ad for a while to keep up with the demand for their product.