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How to win 43% market share with a few hundreds Euros

Ever heard of an inexpensive marketing campaign that delivered tremendous results? Here’s the example given by Jonas Bayona, a marketer working for SRF (German-speaking television in Switzerland) at the Eurovision Connect conference.

Jonas explained which steps he took to achieve a campaign for a new series (“Der Bestatter” in German;  “The Undertaker” in English) that achieved :

  • Reaching 900,000 people out of 4.8m German-speaking inhabitants
  • 43% market share
  • 793,000 viewers for the first episode

This sounds impressive, isn’t it. Here’s how it did it in 4 steps

Step 1 : surprise

For Jonas any successful marketing campaign starts by creating a surprising effect. He created paper craft characters of the Undertaker (Mike Müller is the name the character in the series)

Step 2 : personalize the experience

In the second step he took pictures of the paper crafted characters in various places of Switzerland, asking fans to recognize the places. This form of engagement worked particularly well in the northern part of the country (canton of Argau) where the action of “The Undertaker” took place.

Fans started taking over the figurines and also posted similar pictures (User Generated Content). This is usually a good sign that your marketing campaign works well.

Step 3 : Intensify

In the third step Jonas took quotes from the series and re-used them to produce funny effects.

Step 4 : Entertain

To avoid boredom, Jonas animated the paper craft characters to create funny videos. One example is given below.


Besides being an amazing story teller, Jonas proved in his presentation that it’s possible to create effective marketing campaign without big budgets. You must however have a method and a lot of discipline.


Pierre-Nicolas est Docteur en Marketing et dirige l'agence d'études de marché IntoTheMinds. Ses domaines de prédilection sont le BigData l'e-commerce, le commerce de proximité, l'HoReCa et la logistique. Il est également chercheur en marketing à l'Université Libre de Bruxelles et sert de coach et formateur à plusieurs organisations et institutions publiques. Il peut être contacté par email, Linkedin ou par téléphone (+32 486 42 79 42)

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