KMSZ is the biggest German university donation register to recruit bone marrow donors. Every day, 2 kids in Germany are diagnosed with blood cancer. Often a stem cell donation is their only chance for survival. Young donors (18 - 30) are statistically the best candidates due to their better health and physical condition. These donors have as much as five times the likelihood of positive matches compared to other age segments. The challenge, however, is that not enough young people are taking action. They know they should help, but we needed to find a way to make them want to help.
We created the first lolly that can save lives - The Life Lolli. A tasty lollipop with a few special features: A swab instead of a stick to collect DNA and a heart shaped lolly – perfect for social media.
628,000+ social engagements with a potential reach of 86,5 million + users
19,9 % of website visitors ordered a Life Lolli (150,000 monthly visits).
106 times more orders in one month compared to average.
680% increase in monthly registrations compared to average.
11 year registration age decrease (from 37 down to 26).
Suicide is the second biggest killer of German youth. It’s proven that discussing your feelings is one of the most effective ways to prevent suicide from happening. However, suicide is a taboo topic that isn’t being discussed.
On September the 10th, the International day of suicide prevention, Caritas launched a campaign within the gaming community to break the silence. Instead of lecturing on suicide, we gave young gamers something that really interests them, a new game – with a difference. A game that can only be played once. Because just like in real life, every player has ONE LIFE ONLY.
We can’t measure if we saved a single life, but after the launch of the game, there was such a huge increase in demand for Caritas’ services that they had to engage the help of all the other suicide support teams throughout the country to deal with all the requests.
The strictly limited, and beautifully crafted Mud Masks contain exactly what a true offroad-adventurer is missing in the city: 100% real dirt, as an expression of the desire to escape the daily grind and search for new adventures far off the beaten track.
The launch of the luxuriously designed product is accompanied by a beautifully shot, black and white launch film featuring brand ambassador Elyas M’Barek and the Jeep® Renegade. It depicts a Jeep®’s and its driver’s longing for adventure in a dream-like way, and inspires the viewer to get out and escape the everyday.
The campaign created a lot of buzz in the media. On the day of the release the Jeep® Mud Mask had been covered by every major newspaper in the country, spreading the word about the ultimate gift for your Jeep®. The coverage did not stop there: After a few days the campaign popped up in world renowned newspapers, blogs as well as advertising and design magazines such as AdWeek, The Dieline and The Inspiration Room making the Jeep® Mud Mask one of Jeeps® most widely covered campaigns to date.
Create buzz and promote the start up of the new creative advertising agency (Erntedank).
There was plenty of publicity surrounding the controversial launch of Google Street-View in Germany and we spotted a perfect opportunity to jump on the bandwagon. So to promote the birth of the new agency we staged a real birth right outside our doors and made it look like Google Street-View had captured the miracle through it’s lenses.
We took a plastic doll, some makeup, a 12mm wide-angle lens and a few models from the agency and created an authentic looking street-view image. We then partnered with a Berlin based blogger and released the image with a small story onto the web and waited…
# What happened?
We didn’t have to wait long. Within a couple of hours news agencies as far as Australia were reporting and speculating about the picture.
Over an estimated 100 million people were exposed to the image, with news agencies from around the world picking up the story including countries as remote as Afghanistan.
The link from the real street-view location to the agency website brought in 87524 unique visitors in just 7 days
Erntedank has a great case to show prospective clients how to generate brand attention.
The idea was awarded at the ADC advertising festival
After 5 years of war in Syria, 12 million people have left their homes. But what they found were closed borders. And closed hearts. How can we turn rejection into solidarity and active support?
One small insight gives a more human perspective on one of the biggest tragedies of our time:
While refugees have to leave everything behind, there is one thing they all take with them – their house keys – a symbol of hope that one day, they will return.
The campaign idea was to share 10 human stories behind 10 keys. Documented in Caritas refugee camps all over Europe, each video reveals the motivations of those fleeing their homes, none of which are economic. The KEYS OF HOPE platform gave these Syrian refugees and their stories of destiny and hope the space they weren’t getting in mass media.
The campaign featured a mix of traditional and digital media. A photography campaign accompanied by biographical films went on display at the live KEYS OF HOPE art exhibit. A robust digital hub showcased the same content plus a deeper dive. Users could browse, donate and share content. National TV, print and PR directed people to the platform and exhibit.
The integrated KEYS OF HOPE campaign resulted in a 300% increase in traffic to the donation platform. People were engaged online via social, PR and blog posts. They empathized, gave and shared with their peers, earning the campaign media placements all over national TV channels. The proven campaign reach was 17 million, garnering above average social engagement.
But most important of all, the public debate changed, turning an anonymous mass of refugees back into human beings. It has given hope to people who need help.
Come up with an idea to launch the brand new Jeep Renegade model in Germany.
In the spirit of a Renegade we wanted to do things differently, so instead of making a conventional campaign to launch the vehicle we created the ultimate of adventures and brought Jeep fans along for the ride.
We took a brand new Jeep Renegade from Frankfurt and dropped it off deep into the mountainous wilderness of Romania over 1700km away and left the keys in the ignition. Then we simply invited Jeep fans to come and take it by releasing the geo-coordinates.
Apart from all the buzz and free publicity the campaign received we also generated 51345 leads and helped pre-sell 523 Renegades.
The majority of Internet browsers sell our private data without our knowledge or consent. We therefore set out to generate awareness that Firefox is the only browser that doesn’t sell your private information and thereby increase brand preference.
A social experiment turned people into products when they logged onto the WiFi to expose the hidden business of the Internet and provide Firefox as the solution - the only browser that doesn’t sell your data.
With the help of a specially prepared holiday apartment in the center of Hamburg, we turned the guests into products when they went online. This was made possible with the help of a primed WiFi network and a team of specialists. As soon as the guests logged onto the WiFi the walls of the apartment were carried away, exposing the guests. Their private data was then accessed in real time (ARP spoofing) through their own devices and sold publicly.
The Data Drama stunt was set up for 9 days and seen by thousands of passers by who experienced the action live on one of the busiest streets in Germany - the famous Hamburg Reeperbahn. The consequent video helped fuel conversation and urgency online.
• 11,678,542 Facebook views, 11234 Comments 3454 Shares
• Over 1500 top tier media impressions
• Campaign goal of 1000000 downloads in just one week
• 8,130,567 total downloads. More than 800% above expectation.
Dr. Oetker is the number one baking brand in Germany, where they’ve been making recipes with their products for over 125 years. These days, traditional recipe books are being replaced by mobile devices in the kitchen. Six out of ten hobby bakers now use a mobile device while cooking. But with many more mobile devices in the kitchen, the problem is their screens don‘t go particularly well with working hands covered in flour, egg, butter and chocolate etc.
The Backen App. The first baking app with touchless gesture control, to keep hands free for baking and screens free from mess.
The app was launched for Christmas, which is one of the most popular times for baking in Germany. Each recipe is brought to life by a series of short looping film steps. Once in the app, the user only has to push the BAKEMODE button within a recipe to begin the magic. Thanks to technology that detects the hand movement of the user through the device‘s camera, bakers are able to navigate a recipe like never before.