In this week’s egtabite we introduce an inspiring advertising format developed by IP Österreich, the Austrian cross-media sales house of RTL Germany. As the important topic of environmental protection and sustainability has reached the mass market, the sales house created the so-called Green Frame to promote and spread sustainable solutions even faster.
The Green Frame advertising product gives eligible start-ups and SMEs their own stage on RTL Germany’s seven TV channels, offering them the opportunity to leverage the medium with the greatest reach. By lowering the barriers to entry for the companies and providing viewers with sustainability analysis, the Austrian sales house takes a stand in the fight against climate change.
The innovative commercial offer was created in partnership with the startup inogo which specialises in sustainability analyses for products, tracking their impact and providing transparency to the market. inogo is an Austrian lifestyle app that helps users make better-informed purchasing decisions in a world of data abundance, false and distorted information by providing users with scientifically sound data on environmental and social impacts.
The future is green
In Austria, there is a large number of innovative companies counteracting climate change with green solutions. Often these products are new and the companies spend a large part of their budgets on development. Capital for marketing is thus limited and IP Österreich noticed a gap it wanted to close. "When designing the advertising model, it was very important to us to give the forward-looking startups and SMEs access to a very large audience despite scarce monetary resources, thus increasing their chances of success enormously," explains Constantin Simon, Sales Director Innovation at Unit 3. Unit 3 is IP Österreich’s third Sales Department with a focus on Startups and SMEs.
The Austrian startup Rebel Meat, which products include an organic patty made from 50% beef and 50% plant-based ingredients, is among the brands that have taken advantage of the Green Frame with great success.
Creating trust through transparency
In addition to the common branding and low entry barriers for advertisers, the new advertising format stands out because of its sustainability examination, provided by inogo. The sustainability analysis of the advertised product is displayed as additional info in the advertising window. "We thus ensure that viewers are objectively informed about the sustainability-related advantages and disadvantages of the advertised products and keep the quality of the "Green Frame" at a high level," says Markus Linder, founder of inoqo.
"With Unit 3's support, we started with TV advertising much sooner and, most importantly, very straightforward and uncomplicated. The TV circuit has paid off for us in terms of increasing our brand awareness. The case study showed an increase of 8% in brand awareness after the TV Campaign with Green Frame. This actually exceeded our expectations and showed us that TV advertisement still has a very high impact," says Alexandra Mayr, Head of Marketing at Rebel Meat.
The Green Frame packages are fixed and come in three different sizes for sustainable companies. The price of the smallest package is as low as €3,000 and advertisements are aired across the channels of ntv, RTL, VOX, RTLZWEI, SUPER RTL, NITRO and RTLup. "I think it is important also as a media company to take a position in climate protection. I'm happy if we can use the Green Frame to support the new generation of ecological products to quickly establish themselves on the market and thus create a real impact," says Constantin.