STRONG
FEELINGS.
STRONG
CHARACTERS.
Client: TV3 | Category: Brand repositioning, show launch campaigns
Recession had hit the Nordics’ leading media company hard. With ad revenue falling fast across their brand portfolio, MTG turned to Jung von Matt to buck the trend and get advertisers advertising again.
We needed to pull in a lot of new viewers. That’s why we created a differentiating communication platform for MTG’s hero channel TV3, with a powerful personality and attitude at its core.
KEY EMOTIONAL DRIVER
Our target audience – women aged 25-37 – were longing for real feelings on the TV screen. They wanted to meet real people they could relate to. But never mediocre, conventional or predictable: exceptional people and stories they could discuss with others at work, on social media or over a drink.
IMPACT
The platform ‘Strong Feelings. Strong Characters.’ became the launch-point for a carefully staged series of PR-rich worthy programme launches via TV, print, OOH, radio, social, digital and DM. All-in-all we launched over 49 shows and series for TV3.
During the campaign period, TV3 broke their own viewing records, even outperforming the largest channel TV4 in prime time periods. And successfully lured the target audience away from their main competitors SVT, TV4 and Channel 5.
TV SHOW LAUNCH CAMPAIGN
LANDS-
KAMPEN.
In winter sports, the rivalry between Sweden and Norway reaches extreme levels – perfect to supercharge the launch of challenge-based TV show Landskampen. We sparked viewers’ ‘us against them’ emotions and drastically inflated the cultural significance of Sweden losing to the over-confident Norwegians.
The emotional stirring started with a music video, seemingly Norwegian-made. It proclaimed Norway as the best country in the world – provoking Swedish pride. The TVC captured the Swedish competitors reacting to this video, followed by a huge-scale OOH campaign.
TV SHOW LAUNCH CAMPAIGN
SANDHAMN.
TV reality show ‘Sandhamn’ was going to be jam-packed with scandals, over-the-top affluence and deliciously bad behaviour. It was set on the wealthy party archipelago island of the same name – ruled by so-called Stureplan ‘stekare’: rich kids who everyone loves to hate. Of course, we put ‘stekare’ right at the heart of a provocative launch campaign.
We founded ‘Sandhamnstek’ – a made-up events agency – promising ordinary people the full VIP Sandhamn experience package. Our fictional ‘stekare’ in charge were so believable and incredibly obnoxious that their story spread like wildfire. It picked up an astonishing amount of web site visitors (trying to book) and PR noise: radio, social and even TV coverage. And when the stunt was exposed, the story exploded. All our fictional Sandhamstek channels transformed into traffic drivers to the programme website.
TV SHOW LAUNCH CAMPAIGNS
…AND
47 MORE.
In total, Jung von Matt launched 49 TV shows and series – casting the rock-solid foundation for TV3’s position: ‘Strong feelings. Strong characters.’ These invariably engaging launch campaigns included sending sport superstars’ urine samples to media moguls, and awarding Sweden’s ugliest home.
