The Task Inspire people to not only witness but also to actively take part in our 360-degree campaign “Rain of Flowers”. Address all those that may not easily be enchanted by classical marketing activities. The Challenge Find a topic that clearly is in line with their above-the-line campaign and has the power to attract as many people from their different target groups as possible.
Target Audience: Everyone.
They faced the challenge to put life into their claim “Life’s for sharing” and have done this by creating a mutual and exiting experience for their users. Another task – and challenge at the same time – was to address diverse target groups, even those who no longer respond to above-the-line campaigns.
Their solution:DDB Hamburg, Germany engaged themselves in social media and found a trigger to inspire the masses – “Join us in creating the world’s longest love-letter”. They inspired people to create the longest love-letter in the world on Germany’s highest building: Berlin’s television tower. Declarations of love were collected online on their corresponding microsite. Afterwards they were printed out and put up on the television tower. With a webcam – that was switched on 24h – they documented the complete installation on their website, so that not only people from Berlin got enchanted by their T-Mobilegreat idea!
An invitation to participate in the creation of the world’s longest love-letter at Germany’s highest building – Berlin’s television tower. Declarations of love were collected online on our corresponding microsite. Afterwards they were printed out and put up on the television tower – viewed 108.000.000 times.
Agency: DDB Hamburg, Germany.