Real customers are the best brand ambassadors: windeln.de and its new TV adverts
Munich, 20 March 2012 – No one can advertise a product or a company more genuinely than its actual customers. With this in mind, windeln.de, Germany’s largest online shop for a full range of baby products, put out the call to its female customers when casting for the new TV adverts, which have been airing on German television since 18 March.
The response was huge. Four mothers and their adorable offspring were ultimately chosen after producers sifted through several hundred applications. In the four versions of the 11-second advert, they explain what makes buying from windeln.de special for them. The common message: since windeln.de offers home delivery of everything babies need, families have more time for each other – and that makes them happy. The first flight of the TV adverts is scheduled to run from 18 March to 29 April, and is aimed at young mothers with children in the age of up to four years. The adverts will air in prime time on ProSieben and Sat.1 before, during and after series such as “Grey’s Anatomy” or “Vampire Diaries”, as well as films such as “Spanglish” and “Rabbit Without Ears 2”. The campaign to reach the target audience is complemented by airings during morning programmes on RTL and Kabel Eins, daytime programming on series channel Sixx and afternoon shows on children’s channel Nickelodeon. The adverts were filmed in Hamburg over a two-day period. The short filming time was possible thanks to a relaxed atmosphere, and – most importantly – the very professional performances by the company’s happy customers, both big and small. “Filming with real customers was the best move we could have made,” says Oliver Zenglein, director of online marketing at windeln.de. “They really put so much enthusiasm and conviction into it. You can really see it in our TV adverts too, which gives them an even more authentic feel.” The new series is the second for windeln.de. The first series, which featured a family played by actors, ran last year in similar programming blocks and generated excellent feedback for the online shop.