ZgH takes UnserDing to the movies

Thanks to Zum goldenen Hirschen, Cologne, movie audiences in Germany’s south-western state Saarland are in for an exceptional experience with three “camouflaged” ads for youth radio station 103.7 UnserDing hidden amidst the regional commercial block cinemas show before the beginning of the feature film.

The ads, which were realized by Biz.Quit mediendesign from Cologne, spoof audiences by disguising themselves as typical local advertising. That’s why, appropriately, they appear to be rather amateurish at first sight – just like all those cheap cinema commercials for local tanning salons and pizza joints we have gotten to know all too well. Featuring, of course, the odd unsharp image, badly timed cuts, non-professional speakers and special effects taken directly from PowerPoint’s library. But they treat the unsuspecting viewers to a surprise: a surprise that systematically promotes the station’s slogan “103.7 loves you”.

These clever ads are being shown in cinemas all over the Saarland since October 13th and are also featured at www.hirschen.de. They continue ZgH’s campaign for the “youngest, most courageous and credible radio station of the region” that was launched this spring with posters, full-page ads and radio trailers.

Client: Saarländischer Rundfunk, Ms. Anne Rosche, Central Marketing
Agency: Zum goldenen Hirschen, Cologne
Concept and Copy: Dominic Saxl
Art Direction: Cornelia Riemert
Account Handling: Nicole Hoffmann, Frauke Geisthoff