S&L Medienproduktion AD&D for the Online Creatives Core 1. Achieve high awareness toward film release2. Influence ‘Definite Interest’ 3. Build favourable ‘word-of-mouth’SecondaryIncrease traffic for internal research tool www.das-meine-ich.de Key Idea: Integrated TV/Online solutionTV Spot (22”)- emotionalise and build high awareness- additional ad crawl and close-up of home page of pro-sieben.de and microsite of movie link actively to the WEB in order to increase page impressions and click rateOnline – Advertising- High rotation banner advertising on pro-sieben.de with animated gif banners- Button leading to online screening of complete movie trailerOnline – Micro site- Micro site with optional links to o Online raffleo Questionnaire about movies via www.das-meine-ich.de (In-House research tool)o More information about ‘Not Another Teen Movie’o More information about other Columbia TriStar moviesCampaign Duration: 22.03.-14.04.2002Media Partners: PRO 7 and pro-sieben.deMedia Value: 650.000 € (40% of total campaign value)Media Performance: 110 GRPs in target plus 5.4 million ad impressions. The team has developed a media mix linking not only different media channels but also content. into one integrated campaign. Contribution included:- Concept of TV spot with integrated link to online activity- Layout of Online activity- Air time optimisation close to target (14-29 year old)- Negotiating extra air time in exchange of benefit for www.pro-sieben.de (increase in page impression) The developed idea makes the best use of traditional media and new media linking both closely together. While a traditional media mix builds on reaching the target via different channels ‘by chance’ and only anticipates the target flow the developed integrated solution achieves this actively as cross media TV spot promotes next to the film also the online activity which delivers additional information and allows direct communication with the target.

The team has developed a media mix linking not only different media channels but also content. into one integrated campaign. Contribution included:- Concept of TV spot with integrated link to online activity- Layout of Online activity- Air time optimisation close to target (14-29 year old)- Negotiating extra air time in exchange of benefit for www.pro-sieben.de (increase in page impression)