In Germany, HypoVereinsbank is known as the main important TV sponsor/presenterof high quality movies.Main topics for communication were:Developing competence facing a growing competition in TV sponsoring.Establishing a real proof for integrated communication.Inventing a creative media top format that tops classical formats and activates the frequency of using a TV guide.Offering the possibility of intelligent product communication at the same time.Proving the tagline “You live. We´ll take care of the details”. IdeaLaunch of a new exclusive product feature named “BlitzMarker“ in germany´s most high circulation TV guide “TV Movie“: A gate folder at the third coverpage, used as a bookmark, offers an easier handling of the magazine.The “BlitzMarker“ creates a new, exclusive form of print advertising. The number of exposures will be maximized by daily usage, as well as the exposure quality because the reader gets real surplus value for the reader.Using this special form of crossmedia HypoVereinsbank has built awareness and competence in presenting high quality movies, especially for high net worth individuals who use TV only selectively.The crossmedia announcement (TV, print) of high quality movies also offers the possibility of „intelligent“ product communication.CreationThe “BlitzMarker” was launched in “TV Movie” issue 19/2001 (31.08.2001).The front page of the gate folder shows a sequence of the TV-bumper and parts of the voice over. The sponsored movies are listed underneath.

The back page is used for product communication.The launch of the “BlitzMarker” was supported by a classical media mix. In addition, it was announced on the cover and in the editorial section.

SuccessThe readers of “TV Movie” appreciate the surplus value of the “BlitzMarker” while the daily usage of the magazine. This is documented by increasing circulation and coverage figures:Circulation + 7%Coverage +20% The agencies main idea was bringing together two clients of more media agency – HypoVereinsbank and Heinrich Bauer Verlag – and creating media synergy in a very special way that supports both of their communication objectives. More media agency presents a totally new form of advertising where all sides only can win:HypoVereinsbank as a long-termed media partner has won because of inventing a new form of presenting/sponsoring in a print title.“TV Movie“ has won coverage and circulation. In addition, it opened new reader- and buyer - potential for marketing activities. “Blitzmarker“ is a real USP in the market of TV guides.The reader of “TV Movie“ have won a real surplus value because it simplifies the daily handling of the magazine while watching TV.The media planner has won new space for an extraordinary high quality exposure probability in combination with efficiency in the target group of high net worth individuals.

It only can be a winner itself!

The agencies main idea was bringing together two clients of more media agency – HypoVereinsbank and Heinrich Bauer Verlag – and creating media synergy in a very special way that supports both of their communication objectives.