• Brands
  • Advertising Solutions
  • Cases
  • News & Research
  • About BCN
  • News

    | News

    Kölln porridge oats - for nutritious meals throughout the day

    In an ongoing 360-degree campaign for Kölln and the Hamburg-based agency me-diaplan, Kölln porridge oats are set to become the perfect foodstuff for throughout the day, with a diverse range of eye-catching content that presents them as a nutritious foodstuff that isn’t merely confined to the breakfast table.

    Retail Report 2019: It’s all in the media mix

    Retailers are facing a rapid change. Shopping sprees and spontaneous purchases are declining, while the number of purchases made online continues to increase. The practice of getting advice in retail stores and then buying a product cheaper online – known as advice theft – is flourishing. The Retail Report 2019 by the Gesellschaft für integrierte Kommunikationsforschung (GIK), or the company for integrated communication research, outlines current retail trends and illustrates how retailers can deal with the challenges posed by digitalisation effectively using targeted communication measures.

    BCN Beachparties: networking in the sand

    As a marketer, how do you create a networking opportunity for experienced media consultants and the most important agency partners’ young, net-savvy minds that nobody will want to miss? With inventively presented multimedia knowledge, a host of opportunities to discuss the latest topics and a whole heap of sand – at the BCN beach party held at agency sites around Germany.

    Strong partners in digital marketing: BCN cooperates with styria digital one

    BCN is counting on a marketing partnership in Austria and thus strengthening its international sales network in the online sector, as styria digital one (sd one) is exclusively taking on remarketing of Austrian traffic for Burda’s digital media.

    New and improved ADAC Motorwelt presented for the first time

    ADAC presented its new and improved membership magazine – ADAC Motorwelt – for the first time at the IAA Motor Show in Frankfurt, Germany. In the future, ADAC Motorwelt will offer information, inspiration and services across 100 pages – in a tangibly high-quality look and feel, in a large format and with an incredibly diverse range of content.

    Celebrating an Italian attitude to life

    Freedom, indulgence, effortlessness – the Fiat 500 isn’t just a car; it’s a symbol for enjoying life the Italian way. Burda and ProSiebenSat.1 are turning this feeling into something tangible with an emotional 360-degree campaign titled ‘La Dolce Vita’ (the sweet life). The partners’ marketing companies – BCN and Seven One Media – are interweaving a wide range of content modules in print, TV, online and social media to spark interest in the Italian experience with Fiat among the target audience of women aged between 20 and 39.

    ADAC & Burda: Strategic partnership for new “ADAC Motorwelt” magazine

    The General German Automobile Club (ADAC) is revamping its members’ magazine, “ADAC Motorwelt”, and has entered into a strategic collaboration with Hubert Burda Media to make this happen. Burda subsidiary BCN will be acting as general contractor from the first quarter of 2020 and will be responsible both for the production, manufacturing and printing and for the editing, marketing and distribution of Europe’s biggest magazine.

    b4p trends #3–2019 – Established media enjoying great trust

    The persistent discussions surrounding the topic of ‘Fake News’ have led to an increasing number of people paying attention to which sources certain information comes from, and considering it wise to consult a greater number of sources to ascertain the truthfulness of news.

    Healthlab by Burda - The healthcare market of tomorrow

    A new location for an established event: last Wednesday, BCN and the national Burda media groups BurdaStyle, BurdaLife, BurdaNews and BurdaHome held the fourth Healthlab by Burda aimed at healthcare decision makers.

    BCN & Playboy: 360 degree branding – and more!

    PLAYBOY has once more become a tangible brand – consumers can now experience what makes this brand extraordinary in print, on all digital platforms and in real life at events. Part of this cross-linking concept involves some content first being tested out in digital ‘Special Editions’ before being converted to print media – which means that great content never goes to waste. Marketing has now become 360 degrees and is available from a single provider. The acquisition of Playboy.de means that the brand will be marketed completely by BCN (Burda Community Network) from now on.

    BCN & ELLE: Lodenfrey celebrates true style icons together with ELLE

    What does it mean to have a true sense of style? Lodenfrey will show consumers what it takes from 6 March 2019 onwards with a native print and point of sale campaign developed with BCN, a marketer of the Hubert Burda Media Group, and the premium brand ELLE. ELLE will put together a collection of must-haves for spring from 15 top Lodenfrey brands with ‘True style icons’ as the overarching theme. Famous international brands such as Etro, Polo Ralph Lauren, Brunello Cucinelli and Emporio Armani, as well as German brands such as Odeeh, Talbot Runhof and Windsor, are among the labels participating in the campaign.

    Burda study proves the effectiveness of samples

    Samples generate interest, motivate customers to try products and are among the top reasons for making purchases

     

    Whether it’s trying out fragrances, shampoos or make-up, integrating product samples into magazine ads makes the advertisement more effective and encourages customers to make a purchase. That is the conclusion of a new joint study about ad specials* by Burda distributor BCN and Burda’s central research department, Market Media Insights (MMI). For example, fragrance samples increase consumer interest in an advert by 63 %. And that’s not all: For 64 % of those surveyed, samples are also the reason why they finally went on to buy a given cosmetics product.

    BCN - Monika’s recipes for happiness

    Advertising works. Especially in this particular case. When Monika Gruber, cabaret artiste and brand ambassador for Goldsteig cheese, accepted BCN’s invitation to visit the Burda Bar in Munich, the place was packed.

    BCN launches new website with topic preview tool

    CEO Burkhard Graßmann describes the new BCN website, which just went live, as a ‘one-stop service point’. The new website is more than just a digital business card for the multichannel marketer. Customers can use the cross-media platform topic preview tool to better plan their brand communication in Burda media.

    BCN – Successfully bucking the trend

    The Burda print platform is still successfully making history, even in a difficult market. According to Nielsen ratings, three Burda magazines could hold their own among the Top 10 best-selling magazines from January to November.

    Die ganze Welt des Weins
    The wide world of wine

    The wide world of wine. BCN and b.famous present ALDI SÜDs premium wines in a commercial content campaign.

    Wine is more than just a drink. Wine means a whole world that people love to celebrate. But at what point does a wine become premium, and who actually makes this decision? ALDI SÜD is using a commercial content campaign to tell the stories of its exquisite range of wines, and is inviting consumers to become confident wine connoisseurs at the drop of a hat.

    The campaign developed by BCN and b.famous strongly focuses on printed text and images using the Burda brands BUNTE, FOCUS and freundin.

    Stories of winemakers and wine knowledge

    The commercial content concept is made up of two components. Winemakers and their unique stories are at the heart of a specially produced background series, filmed on location, which explains the campaign in a relatable, creative and also informative way. One of the protagonists is star winemaker Johannes Leitz, whose Rheingau Riesling enriched ALDI SÜD’s range this year. In native pieces prepared for the media brand, he explains how the character of his wines reflects their origin.

    Top winemaker Raimund Prüm has created an exquisite white wine from the Moselle region exclusively for ALDI SÜD, and tells us more about its composition. The pieces are rounded off by nuggets of wine knowledge, turning readers into real experts for any cosy wine evening. Infotainment questions include: What is the perfect drinking temperature for Riesling? What is the best type of glass – and how do you master the pour?

    Campaign also supports the ALDI SÜD wine truck

    These background stories invoke curiosity in the reader, encouraging them to sample quality wines for themselves. BCN and b.famous show them how and where they can do this with the second component. Another campaign topic is the ALDI SÜD wine truck, which is currently touring around Germany, offering an up-close ALDI SÜD Weinwelt experience. Each of these formats is also prepared natively and uniquely, using impressions from the Dusseldorf fish market, for example.

    “We’re proud of the many great and truly first-class wines on our shelves with which we can continually surprise our customers. With the current campaign, we want wine lovers, as well as anyone who wants to quench their thirst, to take advantage of both our wine selection and the many other offers in our stores that make it possible for us to give everyone a quality wine experience. This also includes our digital ALDI SÜD Weinwelt (www.meine-weinwelt.de), which has a built-in wine advisor and a comprehensive wine magazine, which is referenced in all the campaign’s content ads,” explains Alexandra Baukrowitz, Manager of Print Marketing at ALDI SÜD.

    Christine Fehenberger, CEO b.famous content studios: “Wine has long been seen as a world reserved exclusively for a small circle of experts. ALDI SÜD is demonstrating that quality and retail food stores are not mutually exclusive – quite the opposite, in fact.

    Our aim with the campaign is to make a small contribution to this democratisation, to give readers the basic knowledge they need and to make them enthusiastic about high-quality wine enjoyment. To do this, we have deliberately focussed on commercial print content in the form of high-quality journalistic reports and interviews with opulent photography.”

    BCN named top marketer

    The difference is quality. BCN (Burda Community Network GmbH) was listed as number one in this year’s Marketer Check for the Areas of Advertising and Sales (W&V). BCN made a particularly strong showing in the top category, which involves the presentation of a customised offer for a test client. It is a fabulous testament to the strength of our team’s consultation skills and the fact that we have consistently received top marks in past years is proof of the enduring quality of our service.

    John Frieda lüftet mit BCN das Geheimnis blonder Frauen
    John Frieda and BCN reveal the secrets of blonde women

    It’s more than just a hair colour. What makes blonde women stand out, what are their secrets and how can brand communication learn from them – those are the questions John Frieda is exploring in the ‘Blonde Secret’ campaign for the sheer BLONDE product line.

    Native campaign stages sheer BLONDE brand with a focus on special moments

    BCN explores the idea in the context of a creative campaign that focuses both on insider tips themselves and the perfect moments to reveal those beauty secrets. The campaign revolves around special occasions in which consumers need to know how to achieve the perfect blonde. On Burda platforms, consumers can learn hair care secrets and gather tips for their personal beauty regimens.

    The aim of the campaign was to concentrate on key moments in which potential consumers are particularly receptive to ad messaging. The formats revolve around situations in which consumers think to themselves, “I want to look radiant today.” These may be moments such as weddings, festivals or after a summer holiday, situations in which consumers may be explicitly looking for special tips. The campaign not only addresses users and readers in the language of their own lives, it speaks to them individually – and very effectively.

    John Frieda has identified three ‘receptive moments’ for the native specials on the platforms of instyle.de, bunte.de and freundin.de. The brands’ Facebook channels also feature eye-catching content surrounding themes such as weddings, holidays, and hair care advice for important appointments or daily tips to help readers shine on the job. Recommendations include tricks and tips for the specially created ‘beach blonde,’ ‘repair blonde’ and ‘wedding blonde’ types.

    The digital roll-out began at the end of April, and starting in July, InStyle, Bunte, Elle and Freundin will be featuring ‘Blonde Secret’ in print with matching content ads that reveal the secret for achieving the right blonde look for any type or occasion – from blonde to blonder, from dull to divine and from damaged to ravishing.

    “We are very pleased with the results. The suggestions aligned perfectly with our campaign idea and helped us to stage our brand to appeal to the right target audience in the relevant situations,” says Armin Haery, Marketing Director for Germany, Austria and Switzerland at John Frieda, Guhl and Biore.

    “Individualisation is becoming an ever more important part of brand communication. The most effective messages are those that appeal to the need of the consumer and speak to their current lifestyle. With ‘Blonde Secret’ and our focus on ‘receptive moments’, we are investing in a personal approach that addresses our readers and users directly and authentically and inspires them in unique ways. We are very proud of the viewing times on our sponsored Facebook posts, which reach an average of two and a half minutes,” adds BCN CEO Michael Samak. 

    Starcom serves as the consulting media agency.

    Image: © Shutterstock

    ProSieben Sat1 und Hubert Burda Media vereinbaren Zusammenarbeit bei Content und Vermarktung
    ProSiebenSat.1 and Hubert Burda Media agree to collaborate on content and marketing
    • Development of joint, high-quality content for TV, print and digital platforms
    • Initial focus on the fashion and beauty industries
    • Joint offers with combined reach in the advertising market

    ProSiebenSat.1 Media SE and Hubert Burda Media have entered into a collaboration agreement for content and sales. The primary objective of the collaboration is to offer the advertising market additional services by providing high-quality content and a wider reach as well as cross-media and interlinked products. Both partners aim to use their unique strengths to appeal to female target audiences while initially focusing their combined efforts on the fashion and beauty industries. In addition, they will continue to develop their joint digital marketing programme. With a portfolio consisting of TV, digital and print, the partners reach on average over 95 percent of the German public each month.*

    ProSiebenSat.1 and Hubert Burda Media have already launched their first content pilot projects, for example as part of Prosieben’s ‘Germany’s Next Top Model’ format, in which BurdaStyle Luxury brands such as InStyle, Elle and Harper’s Bazaar as well as familiar faces from the editorial offices were organically integrated into the TV format and reflected in the editorial language of the print and digital environments of the respective publications. Joint TV and print advertorials – for example, editorially prepared advertising space – are already being successfully implemented, as in the case of joint client Pandora. Burda has also integrated its InStyle magazine into ‘Perfect Shot’, another successful TV format on ProSieben which is set to begin its third season in 2018. Advertisers are offered a joint package of product placements, print advertorials and a range of digital building blocks.

    Both companies have been successfully collaborating on the marketing of digital video inventory since 2015. In the future, advertisers will be given the opportunity to showcase their campaigns on the inventory of the HbbTV range from ProSiebenSat.1 as well as in the video content from the Burda portfolio, which includes BunteTV, MyLifeTV and FitforFunTV. In addition to video, ProSiebenSat.1 and Burda are also collaborating on display within the framework of a co-marketing agreement. In addition, proprietary platforms, such as schlappohr.de, will be developed or refined. This enables brands to be staged in a suitable manner that is appropriate to the individual topic.

     

    According to Sabine Eckhardt, Executive Board Member Sales & Marketing at ProSiebenSat.1 Media SE, “relevant, high-quality content, a broad reach, secure environments and attractive advertising products – both companies contribute these qualities to the partnership, making their joint portfolio a must-have for modern brand communication. This provides advertising customers with real added value.”

     

    “Thanks to our fascinating editorial content, both of our companies have a close relationship to female target audiences. Based on our expertise, we are creating joint platforms which we are now opening up to the advertising market.  This provides our customers with a highly relevant new service, which delivers outstanding quality.” Philipp Welte, member of the Board at Hubert Burda Media

     

    *German-speaking population ages 14 and older, potential audience of 70.09 million. Source: best for planning 2017 III.