James Bond movies are full of it. No, not action. The double-zero agent is not only acting on behalf of Her Majesty, but also for car manufacturers or Swiss luxury watches.
Bond´ s always perfect outfit can be spiced up with high-quality accessories on the wrist and he climbs into a noble coach with a winged scarab. Bond - James Bond - has it: The license to advertise.
Product Placement: Advertise with Win-Win
Product Placement. The clever placement of brand products as props in TV or Movies with the aim of achieving an advertising effect is popular. This is not surprising, as this measure is a win-win situation for companies and TV and movie producers alike:
- Manufacturers receive the necessary attention and can advertise their product prominently.
- Movie producers finance their productions with product placements.
- Depending on the film content and genre, the range is enormous. If the film or series is viewed more frequently or purchased as a DVD, multiple contacts are made and the range increases additionally.
Product placement, but right
Prerequisite for success: The product must fit in the movie. Product placements often skillfully link the advertised products with the storyline. In times of continuous exposure to advertising, this is a decisive advantage: viewers do not immediately perceive it as advertising and immediately change channels.
In contrast to classic advertising, the acceptance of product placements is often higher.
It can help give a product a positive image or emotionally charge the advertised brand. Provided the placement is discreet and the placed product blends in well with the surroundings of the movie or series. If it is operated too aggressively or clumsy, the shot will backfire.
Grey zone product placement
Product placement takes place in a legal and moral grey area. One thing is certain: Product placements are permitted in cinemas. And for television there is the Interstate Treaty on Broadcasting. It provides for a clear "no - but with exceptions".
Safe yet effective: "Other production aids"
"Other production aids" below the value limit of EUR 1,000 are legally completely problem-free. An example? Bad Banks, the critically acclaimed thriller about unscrupulous bankers, money, power, intrigue, drugs, sex and overrated ego. The high-speed series is perfectly cast right down to the last props. Even when leading actress Jana Liekam is on the phone. The ambitious young banker uses a high-quality headset to hold an important conversation in the corridor. Of course, a telephone would have done the job. But the headsets underline the progressiveness of the locations and complete the professional look and feel.
Product Placement Awards
The Product Placement Award, which has been presented annually since 2011, proves that product placements in movie and television have become indispensable despite legal restrictions.
There is only the question of morality remaining.
For this contribution, Frauke Schütz neither had manufacturers equip her nor did she receive production aids. But in the past she has already identified options for product placements for customers and is convinced that product placements - well implemented - can be an extremely successful marketing measure.