Getting people curious about the Dlf Audiothek
Download. Listen. Understand.
Demand for digital audio content is exploding – an appetite that's left a labyrinth of services and apps in its wake. So to cut through the noise – and promote a unique and highly acclaimed media library – we created a striking visual campaign to push Deutschlandfunk's Audiothek app...
Dlf audiences are an inquisitive bunch who like to understand why things are the way they are. So to get them interested in downloading the Audiothek app, we created an information gap which spoke directly to their curious nature.
Idea & Execution
We created imagery which juxtaposed topics and genres popular with listeners, and tied them together visually with the Dlf logo. Each motif poses questions and piques curiosity. And together with a three-word claim-cum-call to action Laden. Hören. Verstehen. (Download. Listen. Understand.) we presented the Dlf Audiothek as the app for podcasts with depth.
Four campaign motifs addressed the topics of healthcare, housing, culture, and the environment. The mixed media motifs appeared online as digital display, native advertising, and social video ads. Digital OOH formats took our message offline in locations across Germany.
“Concerning interactions (app installs and click rates) the campaign performed exemplary.”