Goals and objectives
The aim of the campaign was to inform the Danes of the fact that the most popular Danish reality show, Paradise Hotel, would be available for free at the streaming platform Pluto TV. Furthermore, we wanted to showcase just how easy it to use Pluto TV’s and access their wide range of content.
Pluto TV and Ekstra Bladet Brand Stories also wanted to break the myth of ”if it sounds too good to be true, it probably is”. The Danes usually have to pay to access streaming platform, and keeping up-to-date with the most recent episodes of Paradise Hotel has previously required a form of payment. Hence, a vital part of the campaign was to convince the audience that Pluto TV is the exception to the rule - and that it really is free.