HD+ has been enjoying double-digit growth every year since it was first established. More than three million satellite TV households now use the HD+ platform to receive more than 50 of the largest TV stations in splendid HD. In parallel to the ongoing HDisation of Germany, Ultra HD (UHD) already represents the next level in TV technology – and HD+ faces a new major challenge: the consumer electronics sector is pushing UHD televisions into the market but in summer 2015, there was still no UHD TV content available.

And market research indicates that many HD+ customers of the first hour are “early adopters”, i.e. they always want to have the latest technology. But the danger is that if there is no UHD TV content available for HD+, they might not continue to use HD+. For this reason, HD+ opted to launch its own 24/7 UHD TV channel called UHD1 in time for the IFA 2015 and to offer content through this platform. But where does this content come from? And how do we manage to claim UHD in an IFA environment without spending on advertising for HD+?
Our solution: We created the super internship in Ultra HD. To this aim, HD+ recruited two enthusiastic film and presentation talents who do nothing but travel and produce exciting, visually-stunning stories in Ultra HD and for which they are paid an above-average remuneration during their internship. Or to put it differently: becoming real pioneers in the history of German UHD TV as the content produced by these junior film-makers is shown on UHD1.

In an effort to find these super interns, we planned a digital campaign, relied on content and influencer marketing as well as an interlinking PR and SEA strategy. And our plan worked! We received more than 300 relevant applications and soon found our first super intern duo in the form of Tariq and Gotti.

Thanks to insights, digital strategy and content amplification, the campaign was a success right from the start. The super interns chosen were given their own show on UHD1, were invited to TV shows by other broadcasters, and UHD1 was the best-known Ultra HD TV channel in Germany only eight months after its launch (TNS study in January 2016). The campaign’s success is currently being continued with two new interns.