Advertiser: ZDF.KULTUR
Agency: CE+CO
Category: Viral Film
Advertising campaign: BOOMBOX AND WASCHSALON
Ceo/Cd: Cedric Ebener (Ce/Co)
Architecture: Benjamin Nadjib (Ce/Co)
Architecture: Eva Hatzinger (Ce/Co)
Production-Manager: Jens Flintrop (Ce/Co)
Design: Julia Schröder (Ce/Co)
Accountmanagement: Katharina Donath (Ce/Co)
Concept: Daniel Schoeps (Ce/Co)
Client Brief Or Objective
ZDF.Kultur is a young public TV-Station in Germany.They asked for a Promotion-Tour across Music-Festivals all over Germany, showing off some of their fresh TV-Shows. But what they really wanted was intensive engagement of their target-group. Interaction and involvement with pop-cultural content.
Relevancy
Being a "old-media" TV-Station, they explicitely wanted to make their attitude of involving the target-group into their programm become a live experience. Thus, both our containers adressed the two main cultural aspects of festivals: The MUSIC, and the corresponding t-shirt-FASHION. And both topics could be experienced as completely user-generated, collective action by the target group. Extremely authentic. And Fun!
Outcome
For the Waschsalon, they lined up for hours, and came back twice or even more often with more shirts to engage with our promo. And of course they kept the "new" shirts, and engaged with others online to share comments and exchange experiences online. The BoomBox ended up as secret in-scene-stage for large crowds. Other festivals even wanted to "book" this performance as an additional attraction at their site. Live and online we received hundreds of comments like "I didn´t knopw they were this cool", and the euphoria for both containers spread across each festival rapidly.
Implementation
We suggested to create two containers, which turn the zdf.kultur-attitude into active and fun experiences for the young target group: The BoomBox turns the audience into collective musicians, generating music by dancing, jumping or simply stepping on the sound-pad.At the Waschsalon you can wash your T-Shirt. But you don´t get it back! Instead, you choose a clean shirt from someone else. And you redesign it.On facebook you can find out who´s shirt you chose, who took yours and what they made out of it. Kind of an apparel-version of „community building“.