The biggest campaign of 2019

26.02.2019, Germany, Mediengruppe RTL Deutschland

For the German premiere of M – eine Stadt sucht einen Mörder, TV Now is launching the most extensive marketing campaign of the year so far.

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Following the successful world premiere of M – eine Stadt sucht einen Mörder (M – A City Searches for a Murderer) at the 2019 Berlin International Film Festival (Berlinale), the series was launched on 23 February 2019 exclusively in Germany with all episodes available on the streaming service TV Now. To mark the premiere, Mediengruppe RTL Deutschland is launching the most extensive marketing campaign of the year so far.

The measures deployed this spring will see the marketing team unleash the full linear and digital promotional power of Mediengruppe RTL Deutschland's digital offerings and take numerous other measures targeting its monthly audiences of around 65 million TV viewers, some 34 million unique users and 31 million Facebook fans.

Henning Nieslony

Henning Nieslony, Head of Commercial Management VoD at RTL Interactive and previously in charge of the campaign as Digital Marketing Manager at Mediengruppe RTL Deutschland, says: "In spring 2019, M will be the biggest new series launched on the German market. Our campaign plays on the sheer excitement of the series, using members of its stellar cast of German and Austrian actors. The campaign's powerful media impact, compounded by extensive individual actions, will enable us to bring M to the large audience it deserves."

Trailers featuring German actors involved in the series, such as Moritz Bleibtreu, Lars Eidinger, Verena Altenberger and Bela B., will be shown on TV programmes, in digital offerings and on social networks. Furthermore, from March to April 2019, extensive eye-catching out-of-home measures and digital out-of-home (DOOH) ads featuring the actors will be on view in Germany's 40 largest towns and cities. The focal point of all these actions will be the key visual, a red letter 'M', used in conjunction with statements and individual actors, to approach people and get them directly involved. At the beginning of March, a huge poster on Warschauer Straße in Berlin will draw the general public's attention to the series. These activities will be accompanied by an extensive print and online media campaign and by editorial content mentioning the series on social media.

Based on M, the eponymous Fritz Lang film classic made in 1931, this modern six-part series, but set in Vienna, not Berlin, by producer, writer and director David Schalko (whose previous works include the Austrian series Braunschlag and Altes Geld) tells the story of a city confronted with a series of child murders and their impact on society. The star-studded cast includes Verena Altenberger, Sophie Rois, Moritz Bleibtreu, Bela B., Lars Eidinger, Udo Kier, Sarah Viktoria Frick, Christian Dolezal, Gerhard Liebmann, Dominik Maringer, Christoph Krutzler, Gabriel Barylli, Johanna Orsini-Rosenberg, Michael Fuith and Julia Stemberger.

Poster design for Warschauer Straße © TV Now

M – eine Stadt sucht einen Mörder was coproduced by TV Now, the Austrian Broadcasting Corporation (ORF) and Superfilm, supported by the Austrian TV Fund and the Vienna Film Fund. Its executive producers were John Lueftner and David Schalko. David Schalko also directed the series and was jointly responsible for the script with Evi Romen. The series was shot by Martin Gschlacht. Its international distributor is Beta Film, while Universum Film is in charge of distribution for home entertainment.

Banner: M © TV Now

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