Advertiser: GE GERMANY
Agency: OMD
Category: Best Use of Special Events and Stunt/Live Advertising
Advertising campaign: CAPTURING GERMANYS CENTER OF POWER, WINDBIKE BY WINDBIKE
Project Manager: Nora Tengs (Omg Fuse/OMD Germany)
Director: Marc Sickfeld (Omg Fuse/OMD Germany)
Director: Petra Strauss (OMD Germany)
Group Manager: Fabian Dülme (OMD Germany)
Key Account Manager: Marco Weigert (Nextbike)
Effectiveness
Our green energy invasion spread widely within the restricted area: • Over 17,500 hours of usage and renewable energy experience • Over 7,500 kilometers were cycled within the only 15 kilometer wide area• Green energy was produced for over 14,500 smartphonesWe faced losses, though: 20 Windbikes, 50 transformers and 60 front wheel spats vanished, reflecting the desirousness and popularity of renewable energy. Finally, we generated tons of earned media and positive feedback by Windbike users. Even if chancellor Merkel was not among those, no other campaign came so close, even within recharging distance, to the ruling class of Germany, ever before.
Execution
On a Monday morning they suddenly were everywhere: 500 bright blue GE Windbikes free to hire for everyone in the district. We were in! Our silent ambassadors spread green energy propaganda right in the heart of German power. And besides being omnipresent, they also fueled the batteries of the political communication machinery.Every GE Windbike functioned as a mini eco-power plant. With a transformer and a charger for the energy hungry smartphones of the politicians (and, of course, all other Berliners), these bikes made clear, how simple renewable energy production can be.At the same time we emphasized GE’s role as a driver of the energy turnaround in Germany, showcasing that GE, unlike Berlin, is already acting, not just talking.
Strategy
When in summer 2011 German chancellor Merkel declared the “Energiewende”, the shift of Europe’s largest economy toward renewable energy, Germany was all euphoria. But soon the usual tug-of-war of politics got hold of the bold vision. Nothing much happened, followed by national disillusion.Together with GE, one of the world’s leaders in renewable energy solutions, we asked ourselves: What can we do to get Berlins decision makers back on track? The simple answer: capture their district and demonstrate, how easy renewable energy really is.To get there, some critical points had to be considered. How to penetrate Germanys best protected area with its mile-wide advertising and protest ban and scores of security? How to get really close to the government, the representatives and their staff? How to refresh their enthusiasm for renewable energy? … by using a tool as inconspicuous, as it is symbolic for clean, green energy: the bike!