Tolerance Day
Aufgabe?
Entwicklung einer Social-Kampagne zum Tolerance Day auf ProSieben.
Der April, genauer gesagt der 8. April, stand bei ProSieben im Zeichen der „Toleranz“.
Die Idee:
Wir zeigen die Vielfalt der Kulturen und deren Einflüsse in einer virtuellen Online-Menschenkette. Jeder User konnte sich mit einem eigenen Beitrag an einer interaktiven Collage beteiligen. Wer sich, der Menschenkette anschließen wollte, hatte die Möglichkeit über Tweets, Bilder und Videos die Seite mit einem eigenen Beitrag zu bereichern.
Pieces of Katy (en) Cannes
www.pieces-of-katy.de
The Project Reel
Idea:
Buy a piece of Katy Perry and support the “Red Nose Day”.
1. Initial situation and task:
As part of the new ProSieben imagecampaign a world star was available – Katy Perry.
It was our challenge to expand the on-air-campaign into the web.
Idea:
Katy Perry is the goodwill ambassador for the “Red Nose Day – Make children smile”
Within the fund-raising campaign “Pieces-of-Katy”, users could buy a piece of our virtual lifesized Katy and thereby automatically contributed to the “Red Nose Day”. The minimum price was 3 Euros.
2. Marketing objectives and target audience:
The aim was to expand the imagecampaign, which was in the style of the 2050s, into the web, to inspire Katy Perry for the “Red Nose Day” and to obtain new viewers via social-networks.
The target audience showed itself as highly diversified. Teenagers with a high affinaty to Katy Perry through to entrepreneurs were inspired to donate: So far over 2000 people.
3. Communications strategy:
On-air trailers called the users attention for this campaign.
Once the curiosity was piqued and the procedure of buying the piece carried out, the users Facbook Wall was used to call the
buyer’s friends attention.
Each buyer received a personalised wallpaper.
Big donators were given the joy of receiving a limited poster with a full scaled Katy.
4. Campaign realisation:
The microsite had high demands on all creative departements.
a) A high resolution special photo shoot.
Suitdesign in the style of the 2050s
High Definition close-ups
b) Illustrations and animation of full-body tattoo.
c) Complex programming
d) Audio-Design under own direction with loving attention to detail.
The whole project, from concept to final completion, was done with high loving attention to detail.
www.pieces-of-katy.de
K-Cube (EN)
www.k-cube.de
1. Initial situation and task
Up to now, online promotion at kabel eins has consisted mainly of classic display advertising. However, if a broadcaster wants to be recognised as innovative, this is simply not enough. kabel eins wanted to increase its online activities considerably. It also wanted to establish its own community to whom it could advertise its shows and series in a long-term and targeted way. The campaign was also aimed at ensuring that the broadcaster’s image was improved among the young and Internet-savvy target group.
2. Marketing aim and target group
3. Communication strategy
The community was advertised on air with clips of the current programme and online banners. A major competition with a main prize of 10,000 euros accompanied the promotion for a period of two months and garnered additional interest. We also used the kabel eins Facebook and Twitter profiles in order to guide users to the campaign page.
OnAir Trailer
Banner
4. Campaign implementation
For kabel eins, we created a platform that focused on fun and excitement. Its name? “k-cube”.
“What’s the k-cube? Movie”
Website
The “k-cube” is a small tool for computers and works like the recycle bin, but has an integrated community. If the user throws a file from their own computer into the cube, it is swallowed, deleted from the user’s computer and sent over the network. The file will eventually be spat out onto another user’s desktop, with the user being chosen completely at random. Our k-cube world is full of surprises. Whether images, texts or music, anything can be swapped. The best finds can be published in a gallery on the k-cube website, complete with comment function. The main attraction: kabel eins can also send targeted files to its users, e.g. broadcast information on its own programmes. The k-cube was also made available as an iPhone app.
Desktop App
iPhone App
The start of the campaign was accompanied by a competition with a 10,000 euro prize. Users had to fill empty collages of well-known kabel eins formats with images. Kabel eins distributed these images via the k-cube to users, who then had to collect and swap them in order to complete their own collage as quickly as possible.
k-cube collages
“cube-cards” – Collecting Cards
Bugs for you (EN)
www.bugs-for-you.de
Projectreel
The art of social gaming
ProSieben presents: Die Fantastischen Vier
1. Initial situation and task:
The aim was to expand the on-air imagacampaign into the web. For this the “Fanta 4″ slipped into the role of space pirates, hacking into the ProSieben program from outer space to spread the entertainment messages. We infected “Die Fantastischen Vier”, the first and most fantastic german rap band, also for the bug-camaign in the web.
Masterspot on-air campaign
On-air campaign Ident Fanta4 program hack
2. Marketing objectives and target audience
a) To create a concise and eye catching online presence of the ProSieben Fanta4 imagecampaign.
b) To obtain new target audiences for ProSieben via social networks
c) Lead webusers to Prosieben.de
3. Communications strategy:
On-air trailers and eye catching webbanners cought the users attention.
Bugs for you – Trailer
Furthermore the campaign was circulated with hands-on viral collecting methods.
4. Campaign realisation:
The campaing was coupled with a competion, in which you could score in two ways.
Competion method 1:
Create bugs and infect the web.
We provided the users with a state of the art bug-generator.
The bug consisted of an individual selfdesigned two picture animation, a bugs name and a short message.
And then the moment arrived. Yor own bug was created.
Had the user created his bug species-appropriate, he could now seed it into all popular web-communities.
For every click on ones own bug points were given.
Points were also given for other bugs, that were found.
Special points were given for finding the Fanta4-Masterbugs, that were hidden on www.ProSieben.de.
Each bug was a little mini-shooter game, that could be played directly on the Facebook Wall.
This guaranteed high attention.
We gave the users the possibility of having their bug printed on a T-Shirt.
Competition method 2:
For all, that didn’t want to be creative themselves, a retro shooter game was created, that involved all usergenerated bugs as enemies and the Fanta4 Masterbugs as final enemies.
Very good!
The users thought the same and delightet us with various bug arts.
By the way, within the campaign over 150 penis bugs were generated.
Obviously!
www.bugs-for-you.de
Pieces-of-Katy (EN)
www.pieces-of-katy.de
The Project Reel
Idea:
Buy a piece of Katy Perry and support the “Red Nose Day”.
1. Initial situation and task:
As part of the new ProSieben imagecampaign a world star was available – Katy Perry.
It was our challenge to expand the on-air-campaign into the web.
Idea:
Katy Perry is the goodwill ambassador for the “Red Nose Day – Make children smile”
Within the fund-raising campaign “Pieces-of-Katy”, users could buy a piece of our virtual lifesized Katy and thereby automatically contributed to the “Red Nose Day”. The minimum price was 3 Euros.
2. Marketing objectives and target audience:
The aim was to expand the imagecampaign, which was in the style of the 2050s, into the web, to inspire Katy Perry for the “Red Nose Day” and to obtain new viewers via social-networks.
The target audience showed itself as highly diversified. Teenagers with a high affinaty to Katy Perry through to entrepreneurs were inspired to donate: So far over 2000 people.
3. Communications strategy:
On-air trailers called the users attention for this campaign.
Once the curiosity was piqued and the procedure of buying the piece carried out, the users Facbook Wall was used to call the
buyer’s friends attention.
Each buyer received a personalised wallpaper.
Big donators were given the joy of receiving a limited poster with a full scaled Katy.
4. Campaign realisation:
The microsite had high demands on all creative departements.
a) A high resolution special photo shoot.
Suitdesign in the style of the 2050s
High Definition close-ups
b) Illustrations and animation of full-body tattoo.
c) Complex programming
d) Audio-Design under own direction with loving attention to detail.
The whole project, from concept to final completion, was done with high loving attention to detail.
www.pieces-of-katy.de
Die perfekte Minute