How do you position yourself as an authority on televisions? By highlighting your ignorance in another area. At least that’s what they thought at DPG Technology when the Tweakers summer sports campaign was under discussion. A bit of reverse psychology, self-mockery, and a sleek new campaign format led to an effective campaign aimed at both the tech enthusiast and the mainstream customer. DPG Technology brand manager Jitske Riemersma takes the lead in the campaign and explains how they came up with the idea and what the results of the Dutch and Belgian national team have to do with it.
You may have already seen or heard them: print media, radio spots, online banners, videos and widgets with slogans such as We may know nothing about formations, but we know everything about settings and We may know nothing about 4-3-3, but we know everything about 4K resolution. This much should be clear: self-mockery and a big wink are central to Tweakers’ new summer sports campaign.
‘At every European Championship there are 17 million football experts,’ begins Riemersma. ‘But what we actually need is a TV expert. Looking for the perfect TV to watch the tournament? Then go with us. It’s a strong but simple message that firmly establishes our expertise.’ And it’s an approach you can apply to just about any sport. At DPG Technology, the campaigns focused on the Tour de France (We may know nothing about nose length, but we know everything about viewing distance) and Wimbledon (We may know nothing about backhands, but we know everything about backlights) are already on the starting blocks.
Brand new campaign format
That message was cast in a completely new campaign format. It became an isometric design in Tweakers’ recognisable colours, in which a television is central. ‘The inspiration for this format came from the 8-bit design we used for Black Friday last year. The advantage of this format is that you can create little worlds and we just further developed that aspect,’ says Riemersma. ‘With this design it is immediately clear. We’re behind the TV and focus on the technology, while you focus on the match. It is a format that appeals to both the tech enthusiast and the more mainstream target group. That core target group of tech enthusiasts is most important to us, but you can also reach other tech-interested people with this product and theme.’ Another requirement was that the campaign format had to be applicable to different scenarios. By just changing what’s on the TV, you can easily switch to other events. This keeps the campaign recognisable.
Summer sports campaign objectives
- Maintaining brand position through brand positioning as an authority on technology (in this case, televisions).
- We believe a solid position leads to a solid performance.