A cheeky middle finger, delivered with a smile – this is how creative agency PLANTAGE BERLIN presents the entertainment portal JUKE as a retort to the “can’t do” attitude. JUKE offers the full range of entertainment options: roughly 30 million songs, not only streamable but also available to purchase as downloads. Added to that are TV series and films to rent and buy, and 1.5 million e-books, computer programs and games. The extensive product range is also accessible on all devices. The campaign to position JUKE as a limitless entertainment portal began on the 30th of October and included TV, web-TV, online and social media measures.
“Germany’s answer to ‘can’t do’: JUKE! You can!” is the message, represented in TV spots by a cheerful middle finger in various everyday situations charmingly set to Lily Allen’s song “Fuck you”. Because with JUKE, the whole spectrum of digital entertainment is possible: films, songs, games, books and software. Everything in one place, with one password.
“On JUKE we pool our digital content and thereby help to shape the future of digital entertainment. Under the motto of ‘Germany’s answer to ‘can’t do’, our campaign uses a refreshingly different tone to show the vast range of content and possibilities that JUKE offers users, thereby winning more recognition within a highly competitive market,” explains Jörn Gillys-Niemeyer, Head of Marketing and Sales at JUKE entertainment GmbH.
“Our campaign is intended to show, in a charmingly irreverent tone, that JUKE can do what other platforms can’t. For example: unlimited entertainment all in one place, without multiple passwords,” PLANTAGE BERLIN’s Head of Creation, Lennart Witting says.
JUKE’s service offering is available everywhere all the time via smartphone, tablet, e-book reader, PC/notebook and smart TV, and can be accessed through apps or in browser mode. The free JUKE apps are available from the beginning of August on the Google Play Store, the iOS App Store as well as Smart TVs and Google Chromecast.
PLANTAGE BERLIN is the lead agency supporting Media-Saturn with the JUKE brand. The creative agency has been responsible for the brand strategy and communication since the platform started as a music streaming service in 2011. Mediaplus and Plan.net, München manage the media planning of the current campaigns while knallgrau, Wien are responsible for all social media communication.