The inspiration for that idea came from newspaper outlets (e.g. editorial takeovers from artists, writers, etc.). What would happen if someone else would run a TV channel? How hard is it to make television really?

To give it the biggest impact, we wanted someone that is not working at television per se. Friedrich Liechtenstein (artist, musician, media phenomena) seemed like the right candidate. To make it authentic and as real as possible we had to give him not only the artistic direction of the channel but also give him the possibility to change and define the program itself. We knew this is something that had not been done before, so we had to find a creative approach to communicate our new TV Boss during his residency appropriately.

We outlined a very detailed plan on how to execute our idea. We produced beforehand a lot of clips (image clips, clips that hosted the program, clips how are TV Boss is doing his job). The clips worked separately and add up to a 30 Min. filmed that was called "From the Life of a TV Boss" that was being published at the end on YouTube as well as being aired on air on our TV channel. We have changed our logo, our corporate design, our program, our tone of communication. Everything was tailor-made for our new TV Boss.

We have focused on on air as well as our social media channels. From the moment our TV Boss took ever until his staged exit, we have documented every step of the way.

The project was set out to last a week. From the minute we started our communication until the staged exit we have achieved around 50 million gross-contacts through print and online publications. 12 million gross-contacts on air on TELE 5 and a reach of 1.2 million from all posts on Facebook. That is equal to a total media value of 1.8 million Euros.

Our press release of our new TV Boss taking over was one of the most successful press releases we have released in 2016.

The results exceeded our expectations and set a new creative benchmark for TELE 5.