New generation of advertising solutions coming of age

A new independent organisational unit was set up by TV2 in June, to allow the new generation of advertising solutions to appear in the most creative possible way. BRANDcare is responsible for the application of new solutions developed by TV2, like single spot and ID spot. We asked Krisztián Kovács, sales director about the results delivered by the new unit. – Why did you need an independent unit for BRANDcare ? – We are increasingly focusing on tailor made and integrated solutions for brand communication. BRANDcare is active in this area and in developing and testing new solutions, like single spot or ID spot. –What makes these spot special? – The idea has been to develop solutions which are easier for viewers to receive. Some of the spots have already been tested by our mother company ProSiebenSat.1 and we have had positive feedback from Hungarian FMCG advertisers as well. Single spots were used for the first time in the Unicredit campaign in December 2007 – with outstanding success. It has also been used successfully for the Vodafone, Hild and Ford campaigns. – ID spots appeared in connection with Wrigley Orbit Fusion in July. How many viewers realised that they were watching an ad? –Less than half of our viewers realised that the spot started in an unusual way. A frame in frame advertisement was broadcast for the first time in the spring, in a program running under the title “The chosen one” and it has returned in “Megasztár”. Viewers like this solution. – According to surveys, these new advertising solutions have bee received positively by viewers. Why is selling reduced airtime good for you? – Our main objective is not to boost revenues drastically, but to boost advertiser loyalty and to enhance or image as innovators. Our BRANDcare unit has innovative solutions for brands which intend to be distinct and different.