Brand introduction and cross-media campaign

How do you create a new brand for generation Z that conquers the target audience despite the fact that the lifestyle product segment is already very crowded as it is? And on top of that, how do you do that from scratch?

The special challenge: build the brand sustainably and immediately generate sales.

We deeply immersed in the target group’s lifestyle and environment through market and insight research to form the foundation, brand design and product strategy. These were crafted from the target group’s wishes, values ​​and preferences. Under the new umbrella brand, ProSiebenSat.1 now offers a continuously growing product range that corresponds exactly to the lifestyle of generation Z.

This also applies to the launch campaign, which is based on captivating video content. The trendy visual world, the catchy music and the authentic cast resonate with the target group through several touch points, such as Instagram, YouTube pre-roll, the video portal joyn or on TV. The website, social media activities and a brand-appropriate packaging design complete the communicative appearance.

A real novelty: the first wide-range lifestyle umbrella brand for generation Z from ProSiebenSat.1.

And the range continues to grow…