Vice and Ovaltine with Snapchat firstmover campaign in DACH region

Following Australia, the UK, Norway and France, a local version of the Snapchat Discover media offering was now also launched in Germany on April 25. Vice is thus also one of the launch partners of Discover in Germany and can also exclusively market its advertising inventory in Switzerland and Austria. With Ovomaltine, Vice immediately implemented the first German-language branded content campaign.

The international media company Vice, which was already part of the global Snapchat Discover launch in 2015, has established a seven-person editorial team for the German-language Discover version at its Berlin location, which will henceforth take care of Vice's local content.

Vice also has first right of sale on its Snapchat Discover inventory and can offer its customers its own marketing packages. Virtue, Vice's creative agency, develops platform-specific branded content campaigns and advertising materials for its customers as the official Snapchat creative agency. Ovaltine is now the first Swiss client to make use of this offer, a combination of Snap Ad and article.

"We are very pleased to have Ovomaltine as a partner, a Swiss brand that quickly recognized the potential on Snapchat and is breaking new ground with us. This makes Ovomaltine the first Swiss brand on Snapchat DACH and the first brand ever to implement a KPI-based branded content campaign in the German-speaking region," says Patrick Viert, Managing Director of Vice's Swiss offshoot.

"Ovaltine is a cult brand that always puts the consumer first. This includes, among other things, quickly absorbing new technologies to keep pace with constantly changing user behavior. For example, Ovomaltine was present in the first SRF TV commercial block in the 1960s and was also one of the first Swiss brands to use YouTube to appeal to a young target group. With exclusive Snapchat access and Vice's expertise, we want to tap into new target groups - and do so with platform-appropriate and relevant content that follows clear KPIs," says Valérie Horner, Senior Brand Manager at Ovomaltine.

The campaign will be available to watch in the DACH region on Snapchat Discover's Vice channel from now until the first week of June.