The summer of 2024: grumbling, screaming, raging, big tears in the children's rooms. The reason: the TV only makes a faint hissing sound. In the highly competitive TV market, HD+ and its core agency thjnk continue to rely on humour in their communication.
The reason: On 1 July, the service charge privilege was abolished in Germany - a change in the law reforms cable TV reception so that it is no longer billed through the landlord's service charge. This means that anyone who does not take care of their own cable TV reception will be left in the dark.
In a funny online video, thjnk and HD+ show the emotional impact this would have on the youngest TV fans, the children. Together with the production company SuperCine, a prank was created: In normal households, the camera is on when parents make their children believe in the horror scenario of a black TV screen. Drama and laughter are pre-programmed. In the end, of course, there was a conciliatory solution, and with the HD+ TV app, no screen in Germany should remain black.
Anika Köpping, Head of Marketing HD+: "How do you approach a rather dry topic like the abolition of the service charge privilege? The best way is with a wink. This is exactly what makes thjnk's authentically realised idea so special: The children spontaneously and honestly show how important television is to them. And with the HD+ TV app, we are happy to be able to make the children's eyes light up again."
The online video is now running on various digital channels:
A best-of of the entertaining user-generated content can be seen in various lengths on YouTube and other social media platforms.
The media plan is being handled by PLUS Digital Marketing.