Case Study

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Client: Kabel Deutschland

Brand: Kabel Digital International

 

About Kabel Deutschland
With more than 9 million cable subscribers, Kabel Deutschland is the largest cable network in Germany. After digital cable was introduced in early 2003, the cable network became able to offer its own Pay-TV packages. This paved the way for foreign language packages like the Turkish and Russian offer. Initially, foreign language programmes were fed into the cable network mainly on behalf of the housing associations because these large customers were trying to prevent their non-German renters from installing a profusion of satellite dishes. The cable network operators actually had very little faith in foreign language packages, assuming that the nationwide SAT programming was substantial and that no one would be willing to pay extra to subscribe to a “free TV” cable package. The attractiveness of Pay-TV is usually attributed to exclusive formats and premium content such as Hollywood films or national soccer team matches.

Challenge
cumin was asked to develop and realise marketing measures for a regional pilot project in Berlin. This Berlin project was so successful that Kabel Deutschland expanded its communication and marketing measures nationwide by the end of 2003. In so doing, cumin was named the lead agency for all foreign language projects from 2004 to 2007.

Outcome – Turkish-Germans
From 2003 to 2006, the foreign language packages were actually more successful than the German “Kabel Digital Home” package. Over the course of those three years, Kabel Deutschland recorded a 35% market share among Turkish cable households in its region. cumins’ “Turkish-German Easter Campaign” for Kabel Deutschland won the “Excellence in Multicultural Marketing” award from the respected CTAM (Cable & Telecommunications Association for Marketing) in the USA.