It’s really quite simple: anyone in Germany with satellite TV reception who wishes to watch the major private TV stations in high-resolution HD quality needs to pay extra for the HD+ service. But many satellite households don’t know that. At the same time, analyses indicate that two-thirds of households use the HD+ service once they have directly experienced the difference between SD and HD. Within the framework of the communicative principle “Mission: HD for Germany”, HD+ realised an integrated information and activation campaign throughout Germany.

How do you generate high reach and impact without major spending on advertising? By wrapping the messages in stories which are fascinating and demand more narration. For this reason, we are realising a Germany-wide HD+ tour at the end of which Germany’s only deep-sea island – Helgoland – will be 100% HD.

Specifically staged as an event happening by means of media activity, influencer marketing, the municipality of Helgoland and a shipping company, the final round of the tour will provide a fantastic news headline: with a balancing act by an extreme athlete over the North Sea providing spectacular images. High-quality video and graphic footage, real-time content marketing and intensive media activity will ensure that the story spreads fast and above all throughout the nation, while always communicating the decisive messages.

Mission accomplished. 71.7 million readers (online and print), 9.5 million TV viewers, 37.8 million page impressions on Facebook, 1.6 million radio listeners – without any major media spending.