Category: Titanium and Integrated
Advertiser: UNIVERSAL GLOBAL NETWORKS
Product/Service: 13TH STREET
Agency: JUNG von MATT
Date of First Appearance: Mar 13 2011
Entry URL: http://www.movie.the-witness.de
Executive Creative Director: Mathias Stiller (Jung von Matt)
Managing Director: Mark Wilms (Jung von Matt)
Creative Director: Andreas Henke/Arndt Poguntke/Florian Kitzing (Jung von Matt)
Senior Concepter: Daniel Klipfel (Jung von Matt)
Art Director: Daniel Haschtmann/Stefanie Busse/Janic Eberhard (Jung von Matt)
Account Supervisor: Helen Seiffe/Steven Wörns (Jung von Matt)
Agency Producer: Julia Cramer (Jung von Matt)
Director: Joakim Reveman (radical.media)
Managing Director: Christiane Dressler (radical.media)
Executive Producer: Catherine Baikousis (radical.media)
Scriptwriter: Christoph Callenberg/Joakim Revemann (radical.media)
Director of Photography: Mathias Schöningh (radical.media)
Management: Carlo Blatz (Powerflasher)
Digital Producer/Creative Technologist: Fabian Nöthe (Powerflasher)
Technical Developer: David Lindlbauer/Meinhard Gredig (Powerflasher)
Producer: Simone Legner (nhb Studios Berlin)
Editor: Yvonne Stroemer/Thilo Both (nhb Studios Berlin)
Online: Tobias Horvath/Daniel Basle (nhb Studios Berlin)
Sound Designer: Julian Holzapfel/Dennis Beckmann (nhb Studios Berlin)
Composer: Kai Beissner (nhb Studios Berlin)
Media placement: TV Campaign - Tele 5, Sport 1 - 14.03.2011
Media placement: Print Campaign - Prinz, Petra, Für Sie, Brand Eins, TV Digital, GamePro, GamesStar, BIG PICTURE, Geemag - 14.03.2011
Media placement: Website - www.movie.the-witness.de - 14.03.2011
Media placement: Prerolls/ Banner - Max.de, Focus.de, Amica.de, Bild.de, Rtl2.de - 14.03.2011
Media placement: Live Game - Live-Game Took Place In Berlin - 09.04.2011
Media placement: Cinema - Cinart Cinemas Southern Germany - 17.03.2011
Media placement: OOH (CLPs) - Bad Homburg V.d. Höhe, Bergisch Gladbach, Langenfeld, Weimar, Marburg - 14.03.2011
Media placement: OOH (Projection) - Berlin Friedrichstraße - 26.03.2011
Describe the campaign/entry
In 2011, NBC Universal relaunched the new, even more thrilling 13th Street Universal.
Motto of the relaunch: 'Others have viewers. We have eye-witnesses.'
The challenge: Get the audience engaged in the thriller and crime genre like never before.
The insight: 13th Street viewers don't only want to watch thrillers and crime, they also want to feel and experience the thrill.
The idea: A spectacular interactive mix of movie and real life gameplay, promoted in all relevant channels: 'The Witness — The first movie in the outernet'.
Describe how the campaign/entry was launched across each channel in the order of implementation
'The Witness — the first movie in the outernet' is a mobile based real life game. To promote this, we started campaigns in print, television, cinema, outdoor and on web-banners, all leading to the 13th Street website. Here, viewers could apply to be part of this exclusive event and game. With a special software we developed for the iPhone, they could experience their personal thriller directly at the crime scene. But they couldn't witness the action passively, they had to collect evidence in different
locations all over Berlin.
The smartphone became an essential tool to stay in the game.
We also invited celebrities and reporters to be "The Witness" and to play the game. This guaranteed a lot of PR and attention in all media for our message: 'Others have viewers. We have eye-witnesses.'
Give some idea of how successful this campaign/entry was with both client and consumer
This campaign was a huge success both before and after the game. 10% of all website users applied for the game. 13th Street and "The Witness" became the number one topic in international blogs and several social networks. Reports in TV-channels, newspapers and magazines continued to spread our game and our motto: "Others have viewers. We have eye-witnesses."