PIA Media developed a digital media campaign in the virtual world “Metaverse” for its client RTL for the first time. The campaign was played out on a total of 114 large-scale advertising screens in the currently largest metaverse “Decentraland”. The primary aim of the campaign was to promote the start of the second season of the cult series “Sisi”, which is now available on RTL+, and also to generate attention for the current NFT collection of popular dresses from the series. With this special promotion, RTL enables fans to purchase unique NFTs of popular dresses from the series.
Due to the strong acceptance of technical innovations within the Metaverse user base, this environment provides the ideal stage to make the best possible use of the NFTs theme for the campaign. This made it possible to reach both the classic core target group and NFT enthusiasts.
“In collaboration with PIA Media and the provider met[ads], we took a further step in the innovative development of our campaigns with communication within the metaverse. Within the promotion of the format “Sisi” (season 2) for RTL+, we were also able to target RTL+’s Sisi NFT Collectibles to a streaming and tech-savvy target group within the metaverse. We were thus able to position the RTL+ brand in a new digital world with an ad recall of +140 %. These results have convinced us and encouraged us to continue testing and successfully scaling innovative placements in our campaigns.”, says Kirsten Nachtigall, Vice President Marketing Media Group Germany.
“With RTL, we are working for a client that is very open to innovative media approaches. It was precisely this openness that enabled us to merge Metaverse and NFTs as part of a campaign for “Sisi” and to utilize the high target group fit for RTL. The results show that this willingness to innovate has paid off for RTL. Not only with a successful campaign, but also with important lessons for the future.”, says Axel Schönau, CEO of PIA Media.
The performance figures of the media campaign speak for themselves. With average view times of over 30 seconds, the benchmark was exceeded by 55 %. The ad recall uplift of 140 % also demonstrates an extremely high level of attention and reflects the strong performance of the campaign in the metaverse.
