More of everything: At the end of October, RTL Deutschland will activate the reinvention of Stern.de. A fateful project for the former G+J brand. There is correspondingly great curiosity about the accompanying advertising campaign – which predominantly relies on AI.
I'm at home RTL Germany If you see the relaunch, including its clear positioning as a paid content portal and revamping the Stern+ digital subscription, as “one of the most ambitious journalistic projects in Germany,” says Stern editor-in-chief Gregor Peter Schmitz. And you can definitely read it as a last attempt to make this major press brand – the magazine has been published since 1948 – future-proof for the digital world (more on that here).
The campaign for the new digital star started at the beginning of January under the slogan “More life. More courage. More star.” The central element is a video in different lengths that takes the viewer, as it were, over the shoulder, to places and scenes in society that Stern, its offshoot Stern Crime and its sister media cover Geo and Capital city report. Some of their content is also included in the Stern+ subscription.
Generative artificial intelligence (AI) was “predominantly” used in the video scenes on politics and entertainment, health, crime and advice. The visualization was done using the text-to-video technology of the AI tool platform
runwayBertelsmann and RTL Deutschland are already creating advertising separator visuals with them. “Generative AI will continue to massively change our industry and we have to learn to use it – like here – efficiently and responsibly,” says Stern product boss
John Vogel. The campaign was developed in-house by a team in the RTL Brand & Marketing division led by Thorsten Braun, Chief Marketing, Brand & Consumer Products Officer at RTL Deutschland.
Behind it should be advertising print a gross media volume in the double-digit million range – probably mainly in the company's own media or elsewhere through counter-deals. The appearance will run in several flights throughout the year, on TV, print, digital, digital outdoor advertising and social media. Editor-in-chief Schmitz speaks of the “Biggest campaignthat has ever existed for a journalistic brand from our company.” At the start in January and February, the focus will be on Stern's new digital offering and its range of topics. Later we will focus on specific topics.
