Just last Thursday, our new campaign for Shoop kicked off on German TV. Don’t know Shoop? They’re a platform that gives users cash back from online shopping. So how do you take a digital service, one that might seem pretty utilitarian at first glance, and turn it into a story that really pulls people in?
Tapping into the emotional side of digital products
“It’s a challenge a lot of our clients have as digital brands,” says Vishal Shah, our Senior Art Director here at DCMN. “How do you take a product that’s pure digital – intangible by nature – and tell the story so it resonates with people in a tangible way? So for Shoop, we had to find the heart in money. We distilled ‘the Shoop moment’ down to the key experience people have using the product. It’s the joy you get during that upgrade moment, when you get something extra back.”
When we created the spot, we set out to answer the question, “what if life surprised you with more than you were expecting?”
Action on the set
Even the smoothest of live shoots has its unexpected moments. After all the casting calls, location visits and prop orders, we were ready to go.
One of the scenes revolves around a toy Lamborghini, which the young kid we cast for the role of the son was absolutely dying to take for a spin.
“So we had the carcass of this toy Lamborghini in pieces, this kid just champing at the bit to try it out, and we still needed to put it together,” says Vishal. “Then we realized – we can’t find the damn screws! We practically took the whole building apart looking for them. And these weren’t just any screws, they were unique, custom-toy-Lamborghini screws. So we were basically screwed. We were seriously considering taking the whole thing to the auto body shop down the road, until someone finally found the missing bits taped underneath the car. I have no idea how we missed it after all that searching.”
Sometimes a little panic makes everything that much more exciting.
Building brandformance into the strategy
The live spot is running in combination with an animated, performance-driven spot that’s already on the air – a strategy that’s part of our brandformance approach to helping post-startup-phase digital clients grow.
“We work with a lot of digital companies that are getting past the point where they can focus purely on performance,” says Matthias Riedl, our CGO. “They want to start investing in their long-term brand awareness, but at the same time they still need to drive conversions to keep their growth rate up. Brandformance is our answer to this challenge. It combines a specific style of creative with a mix of branding and performance media to develop a campaign that both performs and increases brand awareness.”
With Shoop, there was the added challenge of a recent rebrand. The company, formerly known as Qipu in Germany, was recently acquired by UK-based Shoop. They needed a solution that established awareness for the Shoop brand within Germany, while still driving conversions.
“We decided to go for the dual-spot approach because we had multiple goals to achieve with this campaign,” says Alexander Wagner, Head of Marketing & Product at Shoop. “DCMN’s idea to run the performance spot parallel to a brandformance spot was the right solution for us. One works to educate the market about our product, and the other makes sure our target group has heard of the Shoop brand. Since both spots have a strong call to action, they both actively work to encourage sign-ups across the board.”
Want to know more about our creative approach? ask@dcmn.com!
