Group Creative Director
at
Group Head Brand Activation MRM // McCann GmbH
Frankfurt, 德国
| 标题 | 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. |
| 广告公司 | McCann Worldgroup Germany |
| 广告战役 | The Neverending URL |
| 广告主 | Stanley Black & Decker |
| 品牌 | Black & Decker Tools |
| Posted | 11月 2018 |
| 行业领域 | 工具，修理用具 |
| 剧情简介 | The power tools division supplies the German DIY market. It includes powered and battery operated tools, small appliances as well as tool accessories. |
| 问题 | 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). |
| 媒体类别 | 互动 |
| 首席创意官 | Sebastian Hardieck |
| 执行创意总监 | Martin Biela |
| 集团创意总监 | Thomas Dempewolf |
| 创意总监 | Thomas Auerswald |
| 创意总监 | Olaf Haarsma |
| 美术指导 | Sandra Schaus |
| 文案 | Fabian Moretti |
| 美术指导 | Luo Yu |
| Creative technologist | Danijel Beljan |
| Director Creative Technology | Mark Hollering |
| Social Media Manager | David Broghammer |
| Senior Application Engineer | Juergen Bogendoerfer |
| 客户总监 | Andreas Zschischang |
| Senior Account Manager | Saskia Haack |
| Head of Production | Klaus Flemmer |
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