Deutschlandfunk: App Marketing
Demand for digital audio content is exploding – an appetite that's left a labyrinth of services and apps in its wake. So to cut through the noise, and promote its unique media library, we created a campaign to get people curious about the Deutschlandfunk (Dlf) app…
All together now: the Dlf logo at the heart of four eye-catching motifs.
Strategy
Dlf audiences are an inquisitive bunch who want to understand why things are the way they are. So to get them interested in downloading the app we created an information gap that appealed to their curious nature.
Short & Sweet: we condensed it all into a brief claim-cum-call to action (English: Download. Listen. Learn. The app for podcasts with depth.)
Idea & Execution
We created imagery which juxtaposed topics and genres popular with listeners, and tied them together visually with the Dlf logo. Each motif poses questions and piques curiosity. And together with a three-word claim-cum-call to action Laden. Hören. Verstehen. (English: Download. Listen. Learn.) we presented the Dlf Audiothek as the app for podcasts with depth.
Seeing is believing: exploring ideas and putting them to paper.
Four campaign motifs addressed the topics of healthcare, housing, culture, and climate. The mixed media motifs appeared online as digital display, native advertising, and social video ads. Digital OOH formats took our message offline in locations across Germany.
Lose yourself: Alice invites new audiences to explore Dlf’s audiobooks.
Full house: affordable housing for all, but is there enough to go round?
Climate change: are changing attitudes or policy changes the answer?
Profit before patients: what’s really driving the healthcare sector?
Tunnel vision: digital out of home formats took our motifs offline, reaching 1.2 million commuters across Germany.
