06/08/2016
As a first mover in HbbTV standards, ProSiebenSat.1 PULS 4 and Media 1 implemented a yet unrivalled campaign for the Austrian market. For the beverage manufacturer Vöslauer the TV viewer received his own, personalized yoga training directly to his TV screen – simply by pressing the Red Button on his remote control. Hence, becoming a professional yogi in the comfort of one’s very own living room under the guidance of expert Viktoria Ecker became even easier.
The ProSiebenSat.1 PULS 4-Group ‘First Mover of Red Button content’, together with Media 1 client Vöslauer, started one the so far largest HbbTV advertising campaign in April 2016.
The current spectrum of advertising- and interaction possibilities of trendsetting hybrid television technology was fully exploited. The use of pre-rolls, content ads and integration of the launch bar within the app, as well as the interactive Red button in the commercial itself, brought attention to the HbbTV appearance of Vöslauer. The microsite received a very simple and user-friendly video menu, in which – matching the latest Vöslauer TV spot – seven different yoga tutorials with yoga instructor Viktoria Ecker were available. As a result, beginners as well as yoga experts could participate directly from their big TV screens at home in exercises such as ‘mobilize’, ‘arm balance’ or ‘back bend’, with the guidance of the yoga-expert.
Birgit Aichinger, Head of Marketing and Sales Inland: ‘Above all, being the industry leader means, being innovative – not only in terms of products, but also in the mix of communications. Integrated campaign means to tread new paths as well and to use the latest digital opportunities. We are beyond thrilled and very proud of the success of our HbbTV advertising campaign!’
Joachim Krügel, Media 1: ‘Without having to change the screen to see and instantly do yoga tutorials on the Vöslauer microsite. Even though the technical reach of HBB TV was not too broad for this campaign, the success for the brand was grand.’
Michael Stix, Executive Board ProSiebenSat.1 PULS4: ‘With this HBB TV campaign, we managed to reach and mobilize our viewers in a very special way, right in the comfort of their own home. Ultimately, when both the client is satisfied, as well as the viewers at home had good experiences, then our work has been done properly, we are thrilled.’
ProSiebenSat.1 PULS 4 and Vöslauer campaign keeps users for up to 30 minutes.
The results of the evaluation speak for themselves: The Red Button campaign was accessible on approximately 750,000 HBB TV devices, that represents a net coverage of nearly 70% of all Hbb TV enabled households in Austria. In total, over 1,4 million people have been reached with this Vöslauer campaign. Within a 41-day period (period: March 04 – April 13, 2016), the campaign content was followed on approximately 120,000 devices, rated with the average headcount (about 1,9), which sit in front of it, results in a total of about 228,000 people with a maximum measured length of time of up to 30 minutes on the Vöslauer microsite.
Red Button – Hbb TV with the red button
Hbb TV builds upon existing broadcast standards and internet technologies. Through the so-called ‘Red Button’ on the remote control, Hbb TV apps can be opened directly on the TV screen. One navigates simply via the existing TV remote control, or the set top box. In addition to normal TV reception, numerous new services such as media libraries, games and EPGs can be accessed. The Red Button function can furthermore be combined with classic TV commercials, which link directly onto the product world of the client’s microsite. ProSiebenSat.1 PULS 4 exclusively offers Red Button campaigns throughout Austria for advertisers.