Café PULS presenters: this week, on Austria’s first breakfast television, they present themselves in Kastner & Öhler fashion, which viewers can purchase from TV.
Together with the well-known Graz fashion house Kastner & Öhler, ProSiebenSat.1 PULS 4 is implementing a shoppable TV campaign as a first mover in the addressable TV area of Austria’s first breakfast television, Café Puls. The Café Puls moderators: Bianca Schwarzjirg, Julia Furdea and Florian Danner will be dressed from head to toe in Kastner & Öhler fashion from today, from June 7th to 11th, every day from 5:30 a.m. If they like an outfit, viewers can switch from TV to the Kastner & Öhler online shop, where they can order the product from the show directly to their home.
During the program, viewers receive an XXL ad, which they can use to link directly to a landing page with the moderators’ outfits on their smartphones. There they can take a closer look at the outfits and order them straight away. To do this, viewers simply have to press the OK button on their remote control and then be guided to the landing page in the online shop via QR code. “Shoppable TV” makes it possible to lead viewers from TV directly to the purchase.
In this innovative ProSiebenSat.1 PULS 4 campaign, the XXL ad is placed in an eye-catching manner during Café Puls. The context-related use increases interest in the outfits and motivates viewers to buy.
Dr. Michael Stix, CCO ProSiebenSat.1 PULS 4: “With Shoppable TV we offer our customers a completely new way of creating a direct customer journey from TV to the purchase. The combination of the eye-catching XXL ad and the convenient buying process offers the most flexible options for attracting potential customers on TV I am happy to have found a strong partner in the renowned fashion house Kastner & Öhler and to realize this shoppable TV campaign together as a first mover! “
Mag. Martin Wäg, Board of Directors Kastner & Öhler: “Working with moderators as models is a very exciting approach. The new concept of direct customer contact in cooperation with Puls 4 is very promising and I’m curious about the effect!”