MOBILE.DE AND DAVID HASSELHOFF CAPTIVATE VIEWERS AT WELECT WITH ‘MOPED RIDER’

With ‘Moped Rider’ and the casting of David ‘The Hoff’ Hasselhoff, Mobile.de has achieved something that not many advertisers can claim: The creation of video content that captivates people, amuses them and still gets to the heart of an advertising message.

The media agency SYZYGY Media is cooperating with Welect on the campaign. The experts for on-demand advertising are placing the campaign throughout Germany in the new MaxVideo format on selected premium websites. Users can not only decide in advance which film they want to see, but can also enjoy it in full screen.

In the gripping mini-action thriller, Hasselhoff once again chases criminals. But the hunt comes to an abrupt end, because the moped is not the ideal companion for the job after all. Mobile.de resolves the situation with ‘Wrong vehicle?’ and sends the consumer to its own vehicle platform with a call-to-action.

At 2:04 minutes, the advert is absolutely overlong - in fact, Mobile.de is ‘media first’ with Welect. And with success: a full 65% watch the video to the end, even though the length of the video was displayed to them in the campaign selection. A real best value in the automotive segment: around 85% of users who have seen the first quarter watch the video to the end! This puts the campaign on a par with 30-second adverts from other automotive brands. In addition, around 3.07% of all users switch to Mobile.de after watching the video.

‘We have already had good experiences with Welect in the past,’ says Yvonne Bellingrodt, Client Service Director at SYZYGY Media. ‘The campaign with our client Mobile.de was another successful case for us in the area of self-determined advertising consumption.’

What we learnt from this: The effect that on-demand advertising has on consumers' attention to advertising content in a completely different way ensures that even longer-than-average commercials are deliberately selected and viewed with a high viewing rate. If you would like to find out more about this and other cases at Welect, please get in touch with me or your contact person directly.

If you would like to find out more about this and other cases at Welect, please get in touch with me or your contact person directly.