Group Creative Director
at
Group Head Brand Activation MRM // McCann GmbH
Frankfurt, Allemagne
| Titre | The Neverending URL |
| Brief | In Germany Black+Decker is known not just for its tools but for an audio signature from the 1980s: the words blackanddeckerblackanddecker repeated over and over. This competition gave people the chance to win a power tool by accessing the brand's online advent calendar. The problem was, the URL contained many, many "blackanddeckers". Only those who typed in the exact amount could win. In the meantime, they were forced to keep the brand name at the tip of their fingers. |
| Agence | McCann Worldgroup Germany |
| Campagne | The Neverending URL |
| Annonceur | Stanley Black & Decker |
| Marque | Black & Decker Tools |
| Mise en ligne | Novembre 2018 |
| Secteur d'activité | Outils, articles de bricolage |
| Synopsis | The power tools division supplies the German DIY market. It includes powered and battery operated tools, small appliances as well as tool accessories. |
| Problème | In Germany tool giant Black+Decker is not just known for its tools but also for an unforgettable audio signature from the 1980s. Its fanbase is also hard to excite. Unless you offer them the opportunity to complete their extensive tool collection. To activate the community by telling a cross-platform story Black+Decker places an uncommon Christmas gift message via sweepstakes on radio and social media channels – based on their cult-classic audio signature from the 80’s: blackanddeckerblackanddeckerblackanddeckerblackanddecker …It’s both a digital and audio promotion with creative use of content to give the famous neverending audio signature on the DIY market an also neverending URL. The digital Black+Decker advent calendar makes typing in a URL an unforgettable brand experience. Those who type in exactly the right amount of “Black+Deckers” can win a great Black+Decker tool each day – and memorize the brand, not only acoustically, but also physically (through repeated typing). |
| Type de média | Digital |
| Responsable de la création | Sebastian Hardieck |
| Directeur de la création | Martin Biela |
| Directeur de création groupe | Thomas Dempewolf |
| Directeur de création | Thomas Auerswald |
| Directeur de création | Olaf Haarsma |
| Directeur artistique | Sandra Schaus |
| Concepteur / rédacteur | Fabian Moretti |
| Directeur artistique | Luo Yu |
| Creative technologist | Danijel Beljan |
| Director Creative Technology | Mark Hollering |
| Social Media Manager | David Broghammer |
| Senior Application Engineer | Juergen Bogendoerfer |
| Directeur de clientèle | Andreas Zschischang |
| Senior Account Manager | Saskia Haack |
| Responsable de la production | Klaus Flemmer |
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