In 2010, the legal basis for product placement in Germany was defined as part of the 13th amendment of the Interstate Broadcasting Treaty. Since that time, SAINT ELMO’S has been responsible for making products of the BMW Group available for use in TV productions. In June of this year, SAINT ELMO’S again emerged as a winner of a pitch presentation.
Product placement continues to take on greater importance as an element of the marketing mix in Germany as well. Dramaturgically sensible and natural product and brand integration are received by the public positively and garner attention and appeal. Some past placements have even gained a certain fame: E.T. was enticed into the house with Hershey’s Reese’s chocolates, James Bond drove a BMW Z3 Roadster in “007 Golden Eye” in 1995, and “Sex and the City” helped the shoe designer Manolo Blahnik achieve international fame. The lifestyles of the characters act as guidance for the viewers’ behavior.
For this, SAINT ELMO’S maintains a continuous dialogue with German producers and continually screens the relevant production market. Promising projects are pursued and the organization of their implementation is supported by the agency SAINT ELMO’S. The success of these placements is tracked by the agency and checked using a formula developed with BMW and Mediaplus.
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