1. Peter 13.
Agency: interactive.agency Slovenia
On behalf of agency: Tina Grbac
Strategic & creative agency: Studio Marketing JWT
Advertiser: Amis, d. o. o.
On behalf of advertiser: Tom Rudolf
Category: A – Strategic use of media mix

2. Campaign Summary
 Key objective: sales increase of newly launched IPTV product
 Product: new, the 3.0 generation of IPTV - AmisTV 3.0
 Idea: Broadband user + TV fun + interaction = First Slovenian interactive
serial used as the multi-channel communication vehicle
 Timing: 28. September – 31. October 2011
 Media strategy:
 Media mix of TV, online, social media, mobile and tablets advertising and PR tools
 Communication strategy which covered all relevant touch points. Media tactics and
communication were adjusted to each media.
 Results
 Total number of visits of www.tv.si in one month: 121.684
 Estimated campaign reach: 950.000 unique users

3. Background and Target Groups
 Background:
Although AmisTV has been present in the market for two years with the Time-shift – a first
unique service in the market enabling viewers to watch current and past live TV
programmes on-demand, there was growing need to strengthen product supremacy with
the launch improved Amis TV 3.0. Users can literally interact with both live TV (pause it,
rewind it, watch past shows up to 48 hours) and other entertainment content (VOD,
YouTube, Facebook, News widgets … to mention a few).
Complex list of messages need to be conveyed to the market while Amis TV brand and user
experience must be brought to mass number of households in engaging/memorable way
in order to increase sales demand.
 Target groups:
Households – 1,200.000 broadband users, with 2 specific types of members:
 15 – 29 y/old, f/m; broadband users, purchase initiators;
 25 – 49 y/old f/m, broadband users, decision makers who finance purchase;
Alghough both use broadband daily, ‚traditionals‘ rather use fixed broadband, while ‚heavy
mobile users‘ use primarly mobile access to the internet content.

4. Objectives and targets
 Objective
Facilitate sales demand through engaging / interactive AmisTV brand experience brought
to a massive number of potential viewers.
 Communication targets:
 To build product / brand awareness.
 Inform TG about key product features, tangible benefits.
 Create ‚real Amis TV‘ experience and overall Amis brand experience (full of fun,
friendly, smart …) before purchase.
 Increase brand affinity in order to keep the top position – ‚first-choice‘ amongst all
Slovenian ISP providers.
 Tactical, short term targets:
 Increase traffic to www.tv.si.
 Encourage revisit of page and further increase of “real TV-experience”.
 Amongst all visitors to generate 10 % respond (desired call-to-actions: information
request, Order form, Like It, watch full demo film).

5. Idea: First Slovenian interactive series
 AmisTV 3.0
 First new generation of IPTV service in Slovenia which brings viewers full interaction with live
TV and other contents.
 AmisTV brings more fun, more tailor-made and personalised entertainment.
 „Peter 13“ - first Slovenian interactive serial
The entertaining vehicle that encompass 3 key milestones of:
Broadband users + TV fun + interaction = interactive web serial
 Every viewer/ visitor of the serial can change the course of plot and truly interact with the
serial itself in many ways.
 By interacting with the series visitor gets realistic, unique and engaging product experience in
fun loving way.
 Serial were placed on new website www.tv.si
 Teaser 10 days before start - Slovenian couch surfing
 Timing: 4 series shown in 4 subsequent weeks (28. 9., 5. 10., 12. 10., 19. 10.)
 Price winning game
 Goal: spread series, create buzz and gaining new Facebook fans
 Share and become a fan of Facebook page Amis Cafe’ – plac za frende and win prices

6. The Strategy
Spreading or rather ‚broadcasting‘ weekly serial „Peter 13“ where consumers are (offline /
online, home or out-of-home).
 Traditional media mix – high reach / quick awarness building.
 One primal TV and set of web portals selected (PopTV + www.24ur.com) to ensure effective
migration of viewers from off-line to online media.
 Use of multi-channel – enabling massive entry point and instant engagements with a single
click.
 Deep understanding of target groups: careful selection of fixed braodband vs mobile
segments to ensure further spreading, commenting and word-of-mouth, hence creating
snow-ball effect.
 On-site (www.tv.si) social media plugs-ins (FB, Twitter, Google +)

7. www.tv.si
 New website just for purpose of launching Peter 13.
 Landing page and three subpages: serials, characters and background (demo AmisTV 3.0)
 Options with call-to-action: check offer and view consumer catalogue
 Social media plugins: Facebook, Twitter, Google+ (share/recommend) and FB-plugin page feed

8. Advertising Campaign
Channel Media / Type Format Campaign
type
Target
group
Outdoor Outdoor posters /
nationwide
Gigant: 504 x 238, 400 x300
200+ locations
14 days
Tactical
awareness
Purchase initiators,
Decision makers
TV TV sponsorship
(exclusives / evening
news „24ur“)
3 x 7‘‘ sec TV idents
3 weeks / 200 GRP
Tactical
awareness
Purchase initiators,
Decision makers
Online General interest media,
niche media, Google,
Plista, Mailing
Ad-takeover, background,
banner, banner takeover and
PR-advertising, video
Branding +
Performance
Purchase initiators,
Decision makers
Social
media
FB Slovenia – premium
positions, applications ...
FB page Amis Cafe’,
AmisTV YouTube Channel
Text ads, sponsored stories,
content advertising on
Facebook page Amis Cafe’
Performance +
Branding
Purchase initiators,
Decision makers
Mobile and
tablets
Mobile network – in
aplication (Talking Tom
...) ...
Text ads, video and banner
advertising
Performance Purchase initiators,
Decision makers
PR Off / online TV news features, articles Branding Decision makers

9. Outdoor Campaign
 Objective: awareness building of AmisTV 3.0, „Peter 13“ serial and www.TV.si
 Nationwide campaign

10. TV advertising
 Goal: building brand awareness among broadband users
 7-seconds TV-ads: content adjusted to each of four series
 Combination of same TV station and its online portals - created excellent through-the-line
impact.
Trailer 1 Trailer 2
Trailer 3

11. Online: General interest media
 Goal: building brand awareness among broadband users
 Premium placements: ad takeover, background, pre-roll, video, PR-article, banners
 Branding effects: 21.761.361 impressions

12. Online: Niche portals
 More tailored communication adjusted to specific target groups.
 Building involvement and creating brand experience.
 Series trailer on kolosej.si, news about series on izklop.com, news about new interactive TV on
racunalniske-novice.si, view series on genspot.com ...
 Number of interactions in niche portals campaign: more than 23.000

13. Social media
 Important channel of campaign was Amis Facebook community (owned media)
 Gathering opinions and involving brand ambasadors in campaign communication.
 Amis Cafe was one of pages with most growth in a month (socialnumbers.com).
 516.044 views of News Feed story posted by Amis Cafe’ (Facebook insights).
 AmisTV YouTube channel (owned media) – more than 10.000 views of trailers, demo ...

14. Mobile and tablets advertising
 Rich media ads on smartphones and tablets
 Advertising to Slovenian mobile users who are using mobile aplications and websites.
 Special focus on advertising within mobile applications which built longer interaction times
with users.
 Reach specific target group – heavy mobile users.
 Approximately 8.500 interactions.

15. PR
 Goal: to reach traditional broadband users (non-advanced users), not too keen to new
technologies.
 Prompt viewing of episodes
 http://www.zurnal24.si/pizama-dela-listo-za-odstrel-clanek-138101
 http://www.moski.si/aktualno/novice/predstavljamo-prvo-interaktivno-serijo-v-sloveniji/
 http://24ur.com/ekskluziv/zanimivosti/peter-13-v-areni-amis-tv-zabave.html
 http://www.delo.si/gospodarstvo/podjetja/peter-13-v-areni-amis-tv-zabave.html

16. Campaign Results
 Outdoor:
 Billboard – spontaneous recall: above average: 39% (source: Valicon Monitor, 28. October
2011)
 Billboards prompted imediate web vistits, created buzz: 333 Index achieved (source: Valicon
Monitor, 28 October 2011)
 Online
 Total impressions: 59.607.039
 Total interactions: more than 80.000
 Estimated campaign reach: 950.000 unique users – 80 % of planned target group (all BB
users)
 Number of FB friends increased by 40 %, more than 500.000 post views.
 Qualitative results:
 Serial - extremely positive accepted amongst different publics.
 Generated great buzzword, free publicity, was most sought after‘ video for weeks ...

17. Campaign Results
 Total pageviews on www.tv.si: 121.684
 www.tv.si became one of 20 most visited product webpages in Slovenia in a month
 2/3 higher demand for AmisTV in October 2011 compared to September 2011.
 Overall: whole campaign was Extremely successful, it exceeded expectation, created greatest
positive reaction amongsts users.

18. Campaign Results

19. References:
Where can you find us?
www.interactive-agency.si
www.facebook.com/interactive.agency.slovenija
www.twitter.com/InteractiveAg
www.shift2online.com