„M – Eine Stadt sucht einen Mörder“ is the modern adaptation of Fritz Lang's classic 1931 thriller. The Austrian director David Schalko transposed Lang's black-and-white masterpiece into a 6-episode miniseries. It is the first series produced by RTL's streaming service TVNOW, created in cooperation with ORF and Superfilm.
RTL Group started promoting the series – and its newly developed platform – with a comprehensive campaign in early March.
We provided key art, concept, and advertising media production for the campaign.
The large, red letter "M" forms the center of attention. The combination of this key visual with various statements and individual protagonists addresses audiences directly.
A giant poster on a façade on Berlin's Warschauer Strasse draws attention at one of the city's most frequented locations.
Throughout March and April followed a high- profile OOH campaign in Germany's 40 largest cities …
… including digital OOH motifs with the actors. The scope ranged from mega lights to station videos.
Various teaser, content and character trailers appeared on TV channels, digital offerings and social networks, including clips with well-known actors Moritz Bleibtreu, Lars Eidinger, Verena Altenberger and Bela B.
A comprehensive print and online campaign …
... supported by editorial references, social media and ambient marketing.
Among other things, we put up lamp-post notices encouraging passersby to join the search for the murderer.
During the pre-launch stage, all activities directed audiences to a micro-page created especially for the campaign. The micro-page tells visitors more about the show's plot and protagonists.