30.10.2015

Bold and to the point: Media-Saturn launches marketing campaign for the entertainment portal JUKE

Ingolstadt, 30.10.2015: Charmingly provoking TV ads in which people in a variety of different situations give the finger in a non-offending way. With the national marketing campaign "Deutschlands Antwort auf geht nicht" (Germany's response to 'No can do') launched October 30, Media-Saturn underscores the fact that the leading consumer electronics retailer is now also a force to be reckoned with when it comes to digital content: JUKE offers one of the most comprehensive entertainment offerings on the market.

A cheerful middle finger served with a smile – that is "Deutschlands Antwort auf geht nicht“. With the entertainment platform JUKE, Media-Saturn is now making a clear-cut statement advocating entertainment anytime and anywhere. The JUKE campaign, which is being launched on 30 October 2015 with TV ads, online advertising, presence at the POS and social media measures, centers on amusing, lifestyle-oriented image ads.

"JUKE allows us to bundle digital content and help shape the future of digital entertainment. Using the catchphrase "Deutschlands Antwort auf geht nicht“, the campaign highlights the large volume of content and numerous options that JUKE offers to users, thus generating the attention that is needed in a market with strong competitors,” explains Jörn Gillys-Niemeyer, head of Marketing & Sales at JUKE Entertainment GmbH.

JUKE is the first to bundle all types of entertainment on a single platform: More than 30 million songs, over 15,000 movies and TV series, 1.5 million, e-books, 2,400 PC games and the same number of PC software applications are available any time regardless of the end device involved.

JUKE gives the finger and thus provides Germany's response to 'no can do'

Very different people in a wide variety of situations – be it on the way to work, at home in the kitchen or on holiday – play with an extended middle finger, underscored by Lily Allen's song "Fuck you". These moments in time, which are infused with pointed irony, are underpinned by the statement "Deutschlands Antwort auf geht nicht" and selected entertainment content that users can expect to find at JUKE.

"Our intent was to use a charming yet slightly aggressive tonality in our campaign to demonstrate that JUKE can do what other platforms cannot. Namely provide endless entertainment without having to use various passwords," says Lennart Witting, creative director at Plantage Berlin. "We're very pleased that we were given the opportunity to develop a campaign for JUKE that generates the amount of attention needed in a market with strong competitors."

JUKE ads on TV, online and at the POS at Media Markt and Saturn

In the ads, a variety of appropriate calls to action are used to expand on product highlights in various product categories at JUKE. For example, the animated movie "Minions", which will be available in digital form on JUKE before it becomes available on Blu-ray and DVD, is integrated in the ad for the launch. The 12, 20 and 30-second-long ads will be aired on all major TV stations. There will also be placements online, and the ads will also be available on JUKE's YouTube channel. At the POS, the new campaign will be executed via in-store TV; broad-based branding will enhance visibility at both Saturn and Media Markt stores.

JUKE has a variety of agencies in the communications mix

The creative agency Plantage Berlin is Media-Saturn’s lead agency for the JUKE brand and developed and implemented the concept for "Deutschlands Antwort auf geht nicht" in collaboration with redblue Marketing GmbH, the Media-Saturn Group's in-house advertising and marketing agency. Plantage Berlin has been responsible for the music streaming service's brand strategy and communication ever since the platform was launched in 2011. The agency vi knallgrau deals with communication on social media platforms. Mediaplus and Plan.net, Munich, are responsible for the media planning for the current campaign. The communications agency Faktor 3 provides PR support.